The Board of Control for Cricket in India (BCCI) has moved quickly to find a new lead sponsor for Team India’s jersey after ending its association with Dream11. The decision followed the passage of the Promotion and Regulation of Online Gaming Act, 2025, which bans real-money fantasy gaming and its advertisement. Dream11’s three-year deal, worth INR 358 crore, became untenable under the new law.
With the Asia Cup in the UAE starting September 9, India will play the tournament without a sponsor on their jerseys. The BCCI has since invited fresh bids, with the last date to buy the Expression of Interest (EOI) set for September 12 and final submissions due on September 16.
Strict eligibility rules for sponsors by BCCI
The tender document makes clear that the BCCI will not allow brands linked to betting, gambling, or online money gaming to participate in the bidding process. The decision reflects the legal position under the new act, which prohibits offering, advertising, or even facilitating such services in India.
The board has also taken a firm stand against cryptocurrency, alcohol, and tobacco companies, while barring any attempt at surrogate branding. In simple terms, no company can use a proxy or a secondary brand to sneak into the sponsorship category if its primary business falls under prohibited areas.
Categories barred from bidding
The BCCI has divided the restrictions into two groups: Prohibited Brand Categories and Blocked Brand Categories.
Prohibited Categories
- Alcohol products
- Betting or gambling services
- Cryptocurrency and related businesses
- Online money gaming or any activity banned under the Online Gaming Act, 2025
- Tobacco products
- Any brand that could offend public morals (such as pornography)
Blocked categories
These are sectors where the BCCI already has sponsors, meaning no new bidder will be entertained unless it’s the existing partner:
- Athleisure and sportswear manufacturers (Adidas current kit sponsor)
- Banks, financial services, and NBFCs (IDFC Bank – current title sponsor)
- Non-alcoholic cold beverages (Campa current – official partners)
- Fans, mixer grinders, and safety locks (Atomberg Technologies – official partners)
- Insurance (SBI life – official partners)
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