BCCI Eyes ₹452 Crore from Sponsorships Following Dream11 Exit Amid Gaming Ban

The Board of Control for Cricket in India (BCCI) is looking to secure ₹452 crore from new front-of-jersey sponsorship deals following the early exit of Dream11. The fantasy sports platform ended its contract after the government implemented a ban on real money gaming under the Promotion and Regulation of Online Gaming Act. The BCCI now faces the challenge of finding a replacement sponsor in a short timeframe, ahead of upcoming tournaments like the Asia Cup 2025.

Dream11 Exit and Government Regulations

Dream11 had held the lead sponsor rights since 2023, covering all Indian national teams across men’s, women’s, U-19, and emerging squads for ₹358 crore. However, the new law prohibits companies from offering or promoting real money gaming, imposing penalties of up to ₹1 crore and three years of jail for violations.

BCCI Secretary Devajit Saikia confirmed that Dream11’s withdrawal was due to compliance with these regulations. The board has decided not to impose penalties, and is now actively seeking alternatives to fill the sponsorship gap.

New Sponsorship Deal: Value and Duration

The BCCI plans a three-year front-of-jersey sponsorship deal running from 2025 to 2028, covering around 140 matches, including:

• India’s home and away bilateral series

• Matches in ICC tournaments

• Matches in Asian Cricket Council (ACC) events

The board has set estimated sponsorship rates of ₹3.5 crore per bilateral match and ₹1.5 crore for ICC and ACC matches, valuing the rights at ₹131 crore for 2025–26, ₹162.5 crore for 2026–27, and ₹158.5 crore for 2027–28.

Historical Sponsors: Byju’s and Oppo

Before Dream11, the sponsorship rights were held by Byju’s, which paid ₹5.07 crore per bilateral match and ₹1.56 crore per ICC/ACC match. Prior to Byju’s, Oppo held the rights from 2019, with a deal valued at ₹1,079.29 crore. This sequence highlights the premium nature of front-of-jersey sponsorships and their significant impact on brand visibility in Indian cricket.

BCCI Races Against Time

The front-of-jersey position is one of the most valuable assets in sports sponsorship due to its unparalleled reach. With the Asia Cup starting in early September, the BCCI is under pressure to finalize a replacement sponsor quickly.

Industry experts suggest strong interest is likely from brands, given the massive visibility and fan engagement of the Indian cricket team. Even deals finalized after the Asia Cup are expected to command premium rates due to the high-impact sponsorship opportunity.

Impact on India’s Sports Sponsorship Market

India’s sports sponsorship market has continued to grow, reaching ₹16,633 crore in 2024, according to GroupM data. Cricket dominates with an 85% share, though slightly down from 87% in 2023. Key trends include:

• Team sponsorship revenue: up 5% to ₹1,681 crore

• Ground sponsorship: fell 2% to ₹3,046 crore

• Rising sponsorship in Olympic sports, reflecting growing interest in non-cricket disciplines

This market expansion underscores the value of cricket sponsorships and the BCCI’s strategic focus on front-of-jersey deals.

Conclusion

The BCCI’s target of ₹452 crore in front-of-jersey sponsorships illustrates the premium nature of cricket sponsorships in India, even amid regulatory challenges like the real money gaming ban. With Dream11’s exit, the board faces pressure to secure a replacement before major tournaments. Given the unmatched reach of the Indian cricket team, the sponsorship rights remain highly attractive to brands, reinforcing cricket’s dominance in India’s sports marketing landscape.