BCCI hikes Team India jersey sponsorship rates after Dream11 exit
Board sets new rates at Rs 3.5 crore per bilateral match, Rs 1.5 crore for multilateral games, eyeing over Rs 400 crore from new tender post-Asia Cup.
NewsArc Bureau
New Delhi, September 5, 2025 – The Board of Control for Cricket in India (BCCI) has raised the sponsorship rates for the Indian cricket team’s jersey, capitalizing on the team’s global appeal following the termination of its agreement with Dream11. The new rates, effective after the Asia Cup starting September 9, set the cost at Rs 3.5 crore per bilateral match and Rs 1.5 crore per multilateral match, including ICC and Asian Cricket Council (ACC) tournaments, up from Rs 3.17 crore and Rs 1.12 crore, respectively.
The decision follows the abrupt end of Dream11’s Rs 358 crore, three-year sponsorship deal, triggered by the Promotion and Regulation of Online Gaming Act, 2025, which bans real-money gaming advertisements. The BCCI, anticipating revenue exceeding Rs 400 crore over the next three years for approximately 130 matches, including the 2026 T20 World Cup and 2027 ODI World Cup, issued a fresh tender on September 2. The tender excludes brands involved in alcohol, tobacco, betting, real-money gaming (except fantasy sports), cryptocurrency, or those deemed against public morals, with bids due by September 16 and tender purchases closing on September 12.
With the tender process ongoing, Team India will play the Asia Cup, starting September 9 in the UAE, without a jersey sponsor. The team, led by captain Suryakumar Yadav and coach Gautam Gambhir, departed for Dubai on Thursday to face UAE on September 10, Pakistan on September 14, and Oman on September 19. The absence of a sponsor for the tournament, coupled with unusable Dream11-branded jerseys, poses a temporary challenge, but the BCCI’s revised rates reflect confidence in securing a high-value replacement, given the team’s massive viewership—over 700 million for the 2023 World Cup final alone, per Nielsen data.
The sponsorship hike underscores the BCCI’s financial muscle, with the board reporting a revenue of Rs 16,000 crore in 2024, largely driven by IPL media rights and sponsorships. Industry experts estimate the new rates could attract major conglomerates, with rumors of Toyota eyeing the deal, potentially valuing it at Rs 452 crore for 140 matches. However, the BCCI’s strict eligibility criteria, requiring bidders to have an average turnover or net worth of Rs 300 crore over three years, may limit competition, excluding sectors like sportswear, banking, and non-alcoholic beverages due to existing sponsorships with brands like Adidas and Campa.
