Mumbai – The Board of Control for Cricket in India (BCCI) has invited bids for the Indian cricket team’s title sponsorship rights following the withdrawal of fantasy sports platform Dream11. The decision comes in the wake of the Promotion and Regulation of Online Gaming Act, 2025, which prohibits real money gaming in the country.
Dream11, which had secured the rights in a deal worth USD 44 million (₹358 crore) for the 2023–2026 cycle, has exited with almost a year left on its contract. Along with My11Circle, Dream11 had jointly contributed close to ₹1,000 crore to the BCCI through title sponsorship of both the national team and the Indian Premier League (IPL).
In its invitation for Expressions of Interest (IEOI), the BCCI made it clear that companies engaged in online money gaming, betting, or gambling are barred from participating in the bidding process. Firms in tobacco, alcohol, pornography, and cryptocurrency sectors are also prohibited.
The last date to purchase the IEOI is September 12, while the deadline to submit bids is September 16. The financial criteria state that bidders must have had an average annual turnover of at least ₹300 crore or an average net worth of ₹300 crore over the past three years.
Certain brand categories will remain blocked due to existing sponsorships. These include:
- Athleisure and Sportswear (Adidas),
- Banking and Financial Services (IDFC First Bank, SBI Life),
- Non-Alcoholic Beverages (Campa Cola),
- Home Appliances (Fans, Mixer Grinders, Safety Locks),
- Insurance.
The BCCI also stressed that “surrogate branding” will not be allowed. This prevents companies from using proxy entities to bypass category restrictions.
A senior BCCI official confirmed that Dream11 will not face penalties for ending the contract early. “This is a government rule and full compliance is required. Their business will be impacted, but we understand their situation. Hence, there will be no penalty,” the official told PTI.
The new sponsorship deal is expected to attract leading brands across sectors such as technology, consumer goods, and telecom, given the Indian cricket team’s massive visibility worldwide.
