The Board of Control for Cricket in India (BCCI) is targeting a new Rs 452 crore sponsorship bonanza after Dream11 pulled the plug on its front-of-jersey sponsorship agreement earlier than expected. The development comes after a blanket ban on real money gaming websites under the Promotion and Regulation of Online Gaming Act compelled Dream11 to abandon its three-year contract much before time.
Now with the Asia Cup 2025 coming up and more than 140 games scheduled within the next three years, BCCI is rushing to replace the vacant premium sponsor space and it’s shooting for the stars.
The New Target: Rs 452 Crore from 2025 to 2028
As per industry sources, the BCCI has valued the new front-of-jersey sponsorship contract at around Rs 452 crore. This figure includes all home and away bilateral series as well as international series played under the International Cricket Council (ICC) and Asian Cricket Council (ACC) flags.
The new deal runs from 2025 to 2028 and includes:
- Around 140 matches
- A target bilateral match rate of Rs 3.5 crore
- Rs 1.5 crore for every ICC and ACC match
Here’s the year-by-year breakup:
- Rs 31 crore in 2025–26
- Rs 162.5 crore in 2026–27
- Rs 158.5 crore in 2027–28
This aggressive pricing is a reflection not only of the size of Indian cricket but of the branding value of playing for India, which has one of the highest levels of worldwide visibility in sport.
Dream11’s Exit: A Fallout of the Gaming Ban
This change in sponsorship plan was brought about by the Indian government’s ban on real money gaming apps. Dream11, having entered into a Rs 358 crore deal in 2023 to sponsor the Indian men’s, women’s, U-19, and emerging teams, had to pre-maturely exit because of compliance troubles with the recently enacted law.
The Promotion and Regulation of Online Gaming Act prohibits businesses from advertising or selling real money gaming, and prescribes punishments of up to Rs 1 crore and three-year imprisonment for offenses.
BCCI Secretary Devajit Saikia confirmed the departure of Dream11, saying:
“With government regulations in effect, BCCI cannot carry on its sponsorship arrangement with Dream11 or any such entity. We are currently exploring alternatives.”
Interestingly, even though the contract has still got a year left, BCCI refused to levy penalties on Dream11 for early exit.
The Front-of-Jersey Spot: Cricket’s Most Valuable Billboard
The front-of-jersey spot is universally seen as prime media space – providing unparalleled exposure each time Team India steps onto the field. With international tournaments, high ratings, and round-the-year media attention, it is not surprising that BCCI has priced the new deal so aggressively.
Industry experts opine that although the timeline is close – considering the Asia Cup starts in early September – the Indian cricket team’s massive brand value guarantees there is significant interest on behalf of prospective sponsors.
Although the agreement may not be sealed prior to the Asia Cup, specialists feel the long-term eyeballs make it an extremely appealing offer for brands looking for international recognition.
A Quick Look Back: From Oppo to Dream11
India’s jersey sponsorship history through the years mirrors the changing brand strength of the national team:
- Oppo (2017–2019): Held the contract with a whopping Rs 1,079 crore deal, before handing over the reins to Byju’s.
- Byju’s (2019–2023): Commenced at Rs 5.07 crore per bilateral match, subsequently decreasing their interest.
- Dream11 (2023–2024): Entered with a Rs 358 crore deal, paying Rs 3 crore per bilateral and Rs 1 crore per ICC/ACC match. Exited early because of legal constraints.
Now, BCCI is re-defining the benchmark at Rs 452 crore.
Sponsorship Market Trends: Still On The Rise
Regulatory hurdles and changing sponsor segments notwithstanding, India’s sports sponsorship market is still strong. In 2024, the market expanded by 6%, to Rs 16,633 crore, based on figures from GroupM.
Cricket retained an 85% market share, slightly down from 87% in 2023. Team sponsorships rose to Rs 1,681 crore. Ground sponsorships, however, saw a slight dip to Rs 3,046 crore. Meanwhile, non-cricket sports are beginning to see increased attention due to Olympic interest.
A High-Stakes Deal in the Making
BCCI’s decision to target Rs 452 crore from the new jersey sponsorship isn’t just about replacing Dream11 – it’s a reflection of Indian cricket’s unstoppable brand momentum.
While sport money gaming businesses might be off the table, the focus is now on consumer-facing behemoths, technology companies, and lifestyle brands to fill the gap and pick up one of Indian sport’s most coveted marketing properties.
With time running out before the Asia Cup and Team India’s calendar filled with high-ticket games, it’s only a matter of time before we get to witness a new logo brand on the legendary blue jersey.
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