BCCI Revises Starting Bid for Jersey Sponsorship Deals

The Board of Control for Cricket in India (BCCI) has increased the base price for sponsoring the Indian cricket team, surpassing the amount previously paid by Dream11, the former sponsor. Industry sources suggest that the new reserve price is INR 3.5 crore for bilateral matches and approximately INR 1.5 crore for multilateral events, particularly those organized by the ICC and ACC.

These newly proposed figures are slightly higher than the existing rates of INR 3.17 crore for bilateral games and INR 1.12 crore for multilateral fixtures. With this adjustment, the BCCI aims for a minimum valuation increase of over 10 percent for bilateral events and around 3 percent for multilateral tournaments.

The distinction in valuation is expected, as sponsors receive more visibility during bilateral matches with their brand prominently displayed on players’ chests, unlike during ICC and ACC events where branding is limited to sleeves, offering less exposure.

It is reported that the BCCI seeks a sponsorship deal covering the next three years, with around 130 matches scheduled, including the T20 World Cup in 2026 and ODI World Cup in 2027. Based on the revised pricing, the board could potentially earn more than INR 400 crore, though the final amount could be significantly higher.

The bidding is set for September 16, which means a new sponsor will likely not be onboarded before the Asia Cup starting on September 9. A senior BCCI official mentioned that an interim sponsorship arrangement is highly unlikely.

On September 2, the BCCI announced the Invitation for Expression of Interest for the Indian team’s Lead Sponsor Rights, specifying that brands related to gaming, betting, crypto, and tobacco are not allowed to participate. Additionally, athleisure and sportswear producers, banking sectors, financial firms, non-alcoholic beverage companies, and manufacturers of electrical appliances like fans and mixers, as well as insurance companies, are ineligible due to possible conflicts with current sponsors.

The requirement for a new sponsor arose following Dream11’s exit, linked to the impact of the government’s recent Promotion and Regulation of Online Gaming Act, 2025, which restricts real-money gaming operations in the country.