With the ban imposed on online money gaming platforms by the Government of India following the enactment of Online Gaming Act, 2025, and Dream11’s exit from the title sponsors of the Indian cricket team,
the lead sponsorship saga of the team is taking new twists and turns. The lead sponsorship, often referred to as the title or jersey sponsorship, is a high-profile opportunity for brands to gain unparalleled visibility, given cricket’s massive following in India and globally. The Indian men’s and women’s teams, along with the Under-19 squads, command a fanbase of millions, making the jersey logo a prime advertising space during international matches, including high-stakes events like the ICC World Cup, T20 World Cup, and bilateral series.
The Board of Control for Cricket in India (BCCI) has reportedly taken a significant step in shaping the future of its sponsorship landscape by explicitly barring cryptocurrency and online money gaming companies from bidding for the prestigious lead sponsorship rights of the Indian cricket team. On Tuesday, September 2, 2025, the BCCI issued a detailed advertisement inviting bids for the title sponsorship, which includes the coveted privilege of displaying a company’s logo on the front of the Indian team’s jersey. However, the board made it clear that firms involved in cryptocurrencies, online money gaming, betting, tobacco, alcohol, and other controversial sectors are ineligible to participate in the bidding process, signaling a cautious approach to aligning the sport’s image with ethical and socially responsible brands.
Brands like Sahara, Star India, Byju’s and Dream 11 have been the title sponsors of Indian Cricket team in the past
In its detailed notice, the BCCI outlined strict eligibility criteria, explicitly excluding companies involved in “crypto-currency, betting, gambling, online money gaming, alcohol, tobacco, and such other products/services that may be detrimental to the reputation of BCCI or the game of cricket.” This move reportedly reflects growing concerns about the proliferation of crypto and online gaming platforms, some of which have faced scrutiny for regulatory ambiguities and potential financial risks to consumers. By imposing these restrictions, the BCCI reportedly aims to align its partnerships with brands that reflect values of transparency, responsibility, and public welfare.
The BCCI’s sponsorship history has seen iconic brands like Sahara, Star India, Paytm, and Byju’s adorn the Indian jersey. However, recent years have also highlighted challenges, with sponsors like Byju’s reportedly facing financial and reputational issues, prompting the BCCI to be more discerning in its partnerships. The bidding process, which opened on September 2, 2025, is expected to attract major corporations from sectors such as finance, technology, FMCG (fast-moving consumer goods), and automotive, which have historically dominated sports sponsorships in India. The title sponsorship is a multi-year deal, offering the winning bidder visibility across all formats of the game, Test matches, One-Day Internationals (ODIs), and T20 Internationals played by the Indian men’s, women’s, and youth teams.
