BCCI Opens Bidding for Team India’s Title Sponsorship: Gaming and Crypto Firms Barred

The Board of Control for Cricket in India (BCCI) has officially invited bids for Team India’s title sponsorship rights, setting the stage for a new commercial chapter in Indian cricket. The board, however, has laid down strict restrictions—companies associated with real money gaming, online betting, fantasy sports, or cryptocurrencies will not be allowed to participate in the bidding process.

This decision marks a crucial moment in Indian cricket’s commercial landscape as BCCI looks to balance revenue opportunities with ethical concerns while safeguarding the sport’s image.

The Importance of Team India’s Title Sponsorship

For years, the Indian cricket team’s jersey has been one of the most valuable sponsorship assets in world sport. From Sahara India to Oppo and more recently Byju’s and Dream11, title sponsorship deals have attracted massive sums, running into hundreds of crores annually.

• The title sponsor’s logo appears prominently on the team jersey (front), ensuring global visibility in all international matches.
• The sponsor enjoys rights across men’s, women’s, and junior teams, making it a holistic package.
• It also provides brands with unparalleled association value, as cricket remains India’s most followed sport with a fan base of more than 800 million people.

The new bidding cycle is expected to generate intense competition among corporates eager to leverage Team India’s unmatched popularity.

Why Gaming and Crypto Companies Are Barred

The BCCI’s decision to block real money gaming and crypto firms stems from multiple concerns:

1. Legal and Regulatory Issues
   • Real money gaming, betting, and fantasy sports are under scrutiny in India. Several states have imposed restrictions citing gambling risks.
   • Crypto trading, though popular, lacks a clear regulatory framework in India. The sector is seen as volatile and risky.
2. Protecting Cricket’s Reputation
   • Cricket in India has a history of controversies linked to betting and match-fixing. The BCCI aims to distance the sport from associations that may invite credibility risks.
3. Youth-Centric Audience
   • Since Team India’s matches are followed by millions of young fans, the board wants to avoid partnerships that could indirectly promote gambling-like behavior or risky investments.

By drawing these boundaries, the BCCI is sending a strong message: only brands aligned with the values of the game and the trust of fans will be considered.

Eligibility and Bidding Process

According to the tender details released:

• Companies wishing to bid must meet BCCI’s financial eligibility criteria, which includes minimum net worth requirements.
• The bidding process will be carried out via Invitation to Tender (ITT) documents, which interested companies can purchase.
• Final selection will depend not only on financial bids but also on compliance with BCCI’s ethical and commercial policies.

This ensures that the sponsorship is not just about money, but also about long-term credibility and brand fit.

Potential Contenders for the Deal

With gaming and crypto excluded, the field is open for consumer brands, technology companies, financial institutions, and FMCG giants.

Some possible categories of bidders could include:

• EdTech Companies – Byju’s previously held the title rights and companies in the education technology space may attempt a comeback.
• E-commerce and FinTech Brands – With India’s growing digital economy, platforms like e-commerce giants or payment companies could make aggressive bids.
• Consumer Goods and Lifestyle Brands – Beverage companies, apparel makers, and personal care brands have traditionally shown interest in cricket sponsorship.
• Telecom and Tech Firms – With their wide reach, telecom and smartphone companies often see cricket as a way to connect with Indian households.

Given the global audience for Indian cricket, international brands may also enter the race.

A Look at Previous Sponsors

• Sahara India dominated the sponsorship space for years until 2013.
• Oppo came on board in 2017, paying over ₹1,000 crore for a five-year deal.
• Byju’s later replaced Oppo, becoming one of the most expensive sponsorship deals in Indian sport.
• Dream11, a fantasy sports platform, briefly held the rights, but its association was controversial due to its classification as a gaming company.

This mixed history is one reason why BCCI is now moving cautiously by barring certain categories.

Financial Stakes Involved

The title sponsorship of Team India is not just symbolic—it is hugely profitable:

• According to past reports, sponsorship values have ranged between ₹300 crore and ₹500 crore annually.
• With cricket’s growing digital reach, brands gain exposure not only through live TV but also across streaming platforms, highlights, and social media clips.
• The sponsorship also opens the door to merchandising opportunities and cross-brand campaigns.

Analysts expect the upcoming deal to break previous records, as India’s cricket ecosystem continues to be the richest in the world.

Impact on Indian Cricket

The sponsorship deal has broader implications for Indian cricket:

1. Revenue for BCCI
   • Sponsorship funds are crucial for maintaining cricket infrastructure, player salaries, and grassroots programs.
2. Market Signaling
   • The chosen sponsor reflects the kind of industries BCCI wants cricket to be associated with.
   • By excluding gaming and crypto, the board is signaling its commitment to responsible partnerships.
3. Fan Perception
   • Fans increasingly look at sponsors as partners of the sport. A credible, family-friendly sponsor helps strengthen trust in the game.

What Industry Experts Say

Marketing experts believe BCCI’s move is strategically sound. By blocking controversial categories, the board ensures that cricket’s brand remains aspirational and trustworthy.

Industry insiders also highlight that the timing is critical—with the upcoming ICC Champions Trophy 2025 and Bilateral Series, Team India jerseys will command global visibility. This makes the sponsorship one of the most valuable sports marketing opportunities worldwide.

Challenges Ahead

While the opportunity is lucrative, not every company can meet the massive financial demands:

• The high cost may limit participation to only large corporations.
• Smaller or newer companies might struggle to justify the return on investment.
• International companies will also need to navigate India’s regulatory environment.

Still, the prestige of being on the Indian team’s jersey is often considered worth the expense.

Conclusion

The BCCI’s announcement to invite fresh bids for Team India’s title sponsorship has once again ignited excitement in the corporate and sports world. By clearly banning companies from real money gaming, betting, fantasy sports, and crypto sectors, the board is prioritizing credibility, responsibility, and the image of Indian cricket.

As the bidding war unfolds, all eyes will be on which brand secures the coveted spot on Team India’s jersey. For fans, it’s more than just a logo—it’s about the values and identity of the sport they love.

The Editorial Team of Behind The Headlines will continue to track every update in this sponsorship saga, bringing readers fact-checked insights into one of the biggest business deals in global cricket.