The Board of Control for Cricket in India (BCCI) is gearing up for a significant shift in its sponsorship landscape following Dream11's premature exit as the lead sponsor of the Indian cricket team. This development, triggered by the implementation of India's new Online Gaming Act 2025 that bans real-money gaming firms from sponsoring sporting events, has opened a lucrative opportunity for new brands. Despite Dream11's departure, the BCCI is poised to see its coffers swell, driven by a strategic approach to attract "reputed entities" and a revised base price for sponsorship rights.
Dream11's exit, while unexpected, is unlikely to leave a lasting dent in the BCCI's financial stability. The fantasy sports platform, along with My11Circle, had contributed significantly to Indian cricket, providing approximately ₹1,000 crore through title sponsorships of the national team and the Indian Premier League (IPL). Dream11 had been paying $14.5 million annually. However, the BCCI is proactively seeking a new lead commercial partner and has already issued a tender for the lead sponsorship rights to the national men's cricket team. The board understands Dream11's situation and is unlikely to penalize them for the exit.
To ensure financial credibility and align with legal requirements and public sentiment, the BCCI has set stringent eligibility criteria for potential sponsors. The bidding process excludes companies involved in real-money gaming, cryptocurrency, tobacco, and alcohol. Moreover, only "reputed entities" with a solid track record and either an average turnover or a net worth of ₹300 crore (approximately $36 million USD) over the last three years will be considered. The BCCI also reserves the right to reject firms that are not deemed "fit and proper," considering factors such as criminal history, financial disputes, or conflicts of interest.
The BCCI is aiming for a valuation boost by inflating the base price for Team India's lead sponsor. The new reserve price is set at INR 3.5 crore for bilateral games and INR 1.5 crore for multilateral matches like the ICC and ACC competitions. This strategic move indicates the board's confidence in the Indian cricket team's brand value and its potential to attract high-value sponsorships.
Interested companies have a tight timeline to respond. They must purchase the bid document by September 12 with a non-refundable fee of ₹5 lakh plus GST, and submit their bids by September 16. This compressed schedule suggests that the BCCI is keen to finalize a partner swiftly, ideally before India's Asia Cup campaign commences. However, if the process extends beyond this timeline, the team might enter the tournament without a lead sponsor on their jersey.
While Dream11's departure marks the end of an era for fantasy sports sponsorship in cricket, it paves the way for established brands from more traditional sectors to step into one of the most visible sponsorship slots in world sport. With Team India's massive global following, the lead sponsor role remains a highly sought-after marketing opportunity. Reports indicate that companies like car manufacturer Toyota and an unnamed financial technology firm are potentially interested in the sponsorship.
The BCCI's current partners include companies such as Adidas, Campa, IDFC First Bank, and Atomberg Technologies. The addition of a new lead sponsor is expected to further augment the BCCI's revenue streams, solidifying its position as one of the wealthiest cricket boards globally. The new sponsorship deal will likely exceed 400 crore rupees.
In conclusion, while Dream11's exit presents a short-term challenge, the BCCI is well-positioned to navigate this transition and emerge with an even stronger financial foundation. By setting stringent eligibility criteria, increasing the base price for sponsorship rights, and targeting "reputed entities," the BCCI is poised to attract high-value sponsorships that will further boost its coffers and ensure the continued growth and development of Indian cricket.
