New Delhi: The Board of Control for Cricket in India (BCCI) has launched a high-stakes search for a new lead sponsor for Team India, following the exit of fantasy sports giant Dream11 due to new regulations banning real-money gaming.
With the Indian cricket team being one of the most marketable sporting brands globally, the race to secure the coveted sponsorship is heating up. But who can claim this prestigious role, and what does it take to partner with the world’s richest cricket board? The BCCI’s stringent financial and ethical criteria, announced on Monday, set a high bar for aspirants, ensuring only the most reputable and financially robust companies make the cut.
A Lucrative Opportunity With Strict Conditions
The BCCI, in a statement released on September 2, invited Expressions of Interest (EOI) for the National Team Lead Sponsor Rights, with the bidding process open until September 16. The sponsorship, which covers both the men’s and women’s senior and age-group teams, offers unparalleled brand visibility, with Team India’s jersey serving as a prime advertising space during high-profile tournaments like the Asia Cup 2025 and the Women’s Cricket World Cup.
To qualify, companies must meet rigorous financial benchmarks. The BCCI mandates that bidders demonstrate either an average annual turnover or net worth of at least ₹300 crore over the last three audited financial years. This steep requirement ensures that only financially sound entities, capable of sustaining a multi-year partnership, can compete. Industry estimates suggest the deal could be worth around ₹452 crore, making it one of the most lucrative sponsorships in global sports.
Ethical And Legal Standards: No Room For Compromise
Beyond financial muscle, the BCCI is placing a premium on integrity and reputation. Bidders must be free of any convictions related to fraud, economic offences, or moral turpitude, and should not have been sentenced to imprisonment for two years or more in any jurisdiction. Additionally, the Reserve Bank of India must not have classified the company as a wilful defaulter. The BCCI has also explicitly barred entities involved in real-money gaming, betting, gambling, cryptocurrency, alcohol, tobacco, or any activities deemed offensive to public morals, aligning with the Promotion and Regulation of Online Gaming Act, 2025.
The board is equally vigilant about conflicts of interest, stating that any such issues will lead to disqualification. Existing sponsors in categories like sportswear (Adidas), banking (IDFC First Bank), non-alcoholic beverages (Campa Cola), and insurance (SBI Life) are locked out unless they are renewing their agreements, ensuring a level playing field for new entrants.
The Bidding Process: A Race Against Time
To participate, interested companies must purchase the EOI document for a non-refundable fee of ₹5 lakh plus GST by September 12. The final bid submission deadline is September 16, after which the BCCI will evaluate proposals based on financial strength, brand alignment, and compliance with its ethical standards. The process, overseen by BCCI Secretary Devajit Saikia, is designed to be transparent yet rigorous, with the board reserving the right to cancel or amend the tender at any stage without explanation.
Dream11’s exit, prompted by the new gaming law, marks the end of its ₹358 crore, three-year deal signed in July 2023. The sudden vacancy has sparked speculation about which global or Indian brand — potentially a conglomerate like Reliance, Adani, or an international giant like Toyota — will step up to emblazon their logo on Team India’s jersey.
A High-Stakes Partnership
The BCCI’s lead sponsorship is more than a commercial deal; it’s a chance to align with a national institution that commands unparalleled fan loyalty. With India hosting major ICC events like the 2025 Women’s World Cup and the 2026 Men’s T20 World Cup, the new sponsor will gain global exposure. However, the high financial threshold and stringent ethical criteria mean only a select few can vie for this prestigious role. As the September 16 deadline looms, the cricketing world is abuzz with anticipation over who will emerge as Team India’s next big partner.