The Board of Control for Cricket in India (BCCI) has initiated the hunt for a new sponsor following the premature conclusion of its ₹358 crore Dream11 sponsorship deal. The termination of the deal comes in the wake of the Promotion and Regulation of Online Gaming Bill, 2025, which imposed a blanket ban on real-money gaming platforms in India. With the Asia Cup 2025 just around the corner, BCCI is seeking a fresh partnership to fill the sponsorship gap.
Dream11 had inked a high-profile sponsorship deal with BCCI in 2023, which was initially expected to last until 2026. Under the agreement, the fantasy sports platform contributed:
₹3 crore per home match
₹1 crore per away match
The total sponsorship value stood at ₹358 crore, making it one of the most lucrative deals in Indian cricket sponsorship history. The partnership significantly boosted Dream11’s visibility while providing BCCI with strong financial backing for its matches and tournaments.
The sudden end of the sponsorship is linked to the passage of the Promotion and Regulation of Online Gaming Bill, 2025, approved by both the Lok Sabha and Rajya Sabha. The bill imposes stringent restrictions on real-money gaming platforms, effectively banning their operations in India.
As a result, Dream11 had no choice but to terminate the sponsorship agreement, leaving BCCI to look for alternative partners. The legislation highlights the government’s focus on regulating digital gaming and ensuring compliance with national policies.
BCCI Secretary Devajit Saikia clarified the board’s position regarding sponsorships under the new regulations.
"Our stand is very clear. With government regulations in place, the BCCI cannot continue its sponsorship relationship with Dream11 or any such other gaming company. Under the new restrictions, there is no scope and we are facing a roadblock with Dream11," Saikia told PTI.
The statement underscores BCCI’s commitment to operating within legal frameworks while seeking new sponsorship opportunities that comply with the government’s rules.
With the Asia Cup 2025 scheduled to take place in the UAE in just 12 days, BCCI is racing against time to secure a replacement sponsor. The board aims to find a company that can provide financial support comparable to Dream11, ensuring uninterrupted funding for match promotions, operations, and broadcasting activities.
Industry experts believe that cricket sponsorships are a crucial revenue stream, especially for international tournaments like the Asia Cup, where branding and advertising opportunities are extensive.
The exit of Dream11 from BCCI sponsorship also reflects broader challenges for India’s fantasy sports and gaming sector. The online gaming ban affects platforms that previously leveraged cricket sponsorships to increase brand visibility and user engagement.
Companies will now need to explore alternative marketing strategies and partnerships that do not conflict with government regulations. For BCCI, this creates both a challenge and an opportunity to partner with brands outside the real-money gaming industry.
BCCI is expected to approach large non-gaming brands, including telecom companies, e-commerce platforms, and consumer goods giants, to replace Dream11. Analysts predict that the new deal will focus on companies willing to invest heavily in Indian cricket, given the sport’s immense popularity and media reach.
The sponsorship market for cricket in India remains highly competitive, and BCCI’s ability to secure a top-tier partner will have a direct impact on revenue streams and tournament promotion.