The BCCI sets a new minimum cost for jersey sponsorship.
The new basic price that the Board of Control for Cricket in India (BCCI) has established for sponsoring the Indian cricket team is greater than what Dream11, the previous sponsor, had been paying. Industry sources claim that the new reserve price, especially for the ICC and ACC competitions, is INR 3.5 crore for bilateral matches and approximately INR 1.5 crore for multilateral fixtures.
The current rates of INR 1.12 crore for multilateral matches and INR 3.17 crore for bilateral games are marginally lower than these values, which are discussed in the market. With this change, the BCCI hopes to raise the valuation by at least 10% for bilateral tournaments and roughly 3% for multilateral events.
Given that sponsors get more mileage during bilateral matches when their brand name is prominently flashed on the players' chests, the disparity in worth between the two properties is quite understandable. On the other hand, the brand is only mentioned on the sleeves at ICC and ACC events, which leads to comparatively less brand awareness.
According to reports, the BCCI is looking for sponsorship for the next three years. During that time, some 130 matches are planned, including the 2026 T20 World Cup and the 2027 ODI World Cup. The board might make more than INR 400 crore based on the updated base price. Of course, the final number might be far higher.
Since the bidding is scheduled for September 16, it is essentially impossible to onboard the new sponsor prior to the Asia Cup, which starts on September 9. There is almost little likelihood of a temporary arrangement, according to a top BCCI official.
Gaming, betting, cryptocurrency, and tobacco firms are not allowed to bid, according to the BCCI's announcement of the Invitation for Expression of Interest for the Indian Team’s Lead Sponsor Rights on Tuesday, September 2. Additionally, manufacturers of sportswear and apparel, banks, financial enterprises, fans, mixer grinders, safety locks, non-alcoholic cold beverages, and insurance companies would not be allowed because they might be in battle with the current BCCI sponsors.
The government's recent Promotion and Regulation of Online Gambling Act, 2025, which forbids the operations of real-money gambling companies in the nation, had an influence on the brand, necessitating the need for a new sponsor following the departure of Dream11, the previous sponsor.