In a significant development for brands seeking to align themselves with Indian cricket’s massive global appeal, the Board of Control for Cricket in India (BCCI) has officially released the Invitation for Expression of Interest (IEOI) for acquiring National Team Lead Sponsor Rights. The announcement marks the beginning of what is expected to be a high-stakes bidding process, open to reputed entities from across the world.
The IEOI, available from today (September 2), outlines the BCCI’s intent to engage a new lead sponsor for the Indian men’s and women’s national cricket teams. Interested bidders must pay a non-refundable fee of Rs 5,00,000 plus 18% GST, totaling Rs 5,90,000, to obtain the bid documents. For international entities, the cost is pegged at USD 5,675.
Tight Timelines for Interested Bidders
The BCCI has laid out clear timelines:
- Release of IEOI: September 2, 2025
- Last date to purchase IEOI: September 12, 2025
- Final date for bid submission: September 16, 2025
Entities must email payment confirmations to sponsorship@bcci.tv, following the detailed procedure outlined in Annexure A of the IEOI. Importantly, only entities that purchase the IEOI will be eligible to submit bids, and mere purchase does not guarantee bidding rights unless all criteria are met.
Who Can Bid?
Eligibility criteria, detailed under Annexure B, are stringent. Financially, a bidder must have an average turnover or net worth of at least Rs 300 crore over the last three audited financial years. Additionally, all bidders must pass the BCCI’s “Fit and Proper Person” test, which considers criminal history, conflicts of interest, and other ethical parameters.
Entities involved in crypto trading, online money gaming, betting, or gambling, either directly or through subsidiaries or group companies, are barred from bidding. The newly enforced Promotion and Regulation of Online Gaming Act, 2025, also plays a key role in disqualifying certain categories.
Brand Categories: Some Welcome, Others Barred
The BCCI has clearly demarcated between Blocked and Prohibited brand categories:
Prohibited Categories:
- Alcohol products
- Betting and gambling services
- Cryptocurrency
- Online money gaming
- Tobacco
- Adult or offensive content
Blocked Categories (due to existing BCCI sponsorships):
- Athleisure and sportswear
- Banks and financial services
- Non-alcoholic beverages
- Home appliances like fans and grinders
- Insurance companies
Brands already sponsoring BCCI in these categories are the only ones allowed to bid from within them. Other bidders operating across multiple sectors must avoid bidding under these blocked or prohibited categories.
Moreover, surrogate branding is strictly banned – no backdoor entries through alternative names or related entities will be entertained.
BCCI’s Discretion Remains Supreme
Perhaps the most significant clause in the IEOI is BCCI’s broad authority: the board retains the right to cancel or amend the bidding process at any stage without providing a reason. This adds an element of unpredictability but also underscores the BCCI’s commitment to retaining control over brand alignment with Team India.
A Lucrative Yet Selective Opportunity
With Team India being among the most visible and commercially valuable sporting properties globally, securing lead sponsorship rights is a golden ticket for any eligible brand. However, the BCCI’s tightened eligibility norms and stricter brand filters reflect a larger shift toward responsible sponsorships in sports.
As the deadline clock starts ticking, expect a flurry of activity from corporate giants vying for a place on the iconic blue jersey. The coming days will reveal not just who throws their hat into the ring, but also which brands the BCCI believes best represent Indian cricket on the global stage.
