The Board of Control for Cricket in India (BCCI) is facing a sponsorship void as Dream11 has decided to end its run as the lead sponsor for the Indian cricket team's jersey. This decision comes as a result of the recently passed 'Promotion and Regulation of Online Gaming Bill, 2025,' which bans real-money gaming platforms, the core business of Dream11. Dream11's departure leaves the BCCI in a rush to secure a new sponsor, with the Asia Cup 2025 just around the corner.
Dream11 had replaced Byju's as India's lead sponsor in 2023, signing a three-year deal worth ₹358 crore. The deal included a per-match fee of ₹3 crore for home games and ₹1 crore for away games. The Indian team first sported the Dream11 logo during a Test series against the West Indies in July 2023. However, with the new restrictions in place, the BCCI may now have to reconsider its sponsorship strategy. The board already bars companies from the betting, cryptocurrency, tobacco, and real-money gaming sectors from bidding for sponsorship rights, which further narrows down its options.
Several potential sponsors could step in to fill the void. Legacy conglomerates such as the Tata Group, Reliance, and Adani Group are strong contenders. Tata already holds a strong presence in cricket as the title sponsor of the Indian Premier League (IPL). Reliance Jio has been an active player in sports sponsorship and broadcasting rights, and the Adani Group has invested significantly in sporting ventures.
India's rapidly growing fintech and investment platforms may also be interested. Companies like Zerodha, Angel One, and Groww have established large customer bases and strong digital visibility. Several insurance companies, already among the top advertisers in sports, could explore sponsorship as a means of boosting brand recall.
Leading automobile manufacturers such as Mahindra and Toyota are expanding their footprint in India and could use cricket sponsorship to further enhance consumer engagement. FMCG brands like Pepsi, with their long history of association with sports, remain ideal candidates to step in as jersey sponsors.
The BCCI is expected to invite fresh bids for jersey sponsorship rights. However, if a new partner cannot be found in time, the Indian team may have to play the Asia Cup without a lead sponsor on its jersey. According to reports, the new jerseys for the Asia Cup, featuring Dream11, had already been printed but were unlikely to be used in the tournament.
Dream11 now joins a list of previous Indian jersey sponsors who faced financial or legal issues. Sahara, the sponsor between 2001 and 2013, ran into SEBI trouble over regulatory violations. Star India replaced them as the lead sponsor between 2014 and 2017 but faced a Competition Commission probe. Oppo, which entered the scene in 2017, pulled out in 2020, citing financial strain, and Byju's ended its stint acrimoniously.
