The Board of Control for Cricket in India (BCCI) has officially barred cryptocurrency companies and online money gaming firms from applying for the lead sponsorship of the Indian cricket team. The decision comes at a critical time, as the national side is preparing for major tournaments, including the Asia Cup, while also seeking a new title sponsor after Dream11’s exit.
Background: End of the Dream11 Era
Dream11, the fantasy sports platform, was previously the lead sponsor for Team India’s jersey. Its contract, valued at over ₹350 crore, ended abruptly after the introduction of new laws regulating online gaming and advertising in India. These regulations prohibit sponsorships and endorsements from real-money gaming platforms, forcing Dream11 to step back.
In response, the BCCI announced an open Invitation for Expression of Interest (IEOI) to secure a new lead sponsor for the Indian team. However, the board made it clear that companies involved in crypto or online money gaming would not be considered.
New Sponsorship Guidelines
Under the fresh guidelines, several categories of businesses are now prohibited from applying for sponsorship rights. These include:
- Cryptocurrency exchanges and related firms
- Online betting and real-money gaming platforms
- Alcohol and tobacco companies
- Pornography or adult-content-related businesses
- Any company facing serious legal or ethical challenges
Along with the prohibited list, the BCCI has added strict eligibility requirements:
- The company must have an annual turnover of at least ₹300 crore.
- No history of criminal convictions related to fraud, corruption, or moral turpitude.
- No classification as a willful defaulter by the Reserve Bank of India.
- A clean track record of integrity, reputation, and compliance.
These criteria signal the BCCI’s intent to partner only with brands that are financially strong, ethically sound, and aligned with India’s regulatory environment.
Financial Stakes
The sponsorship rights are expected to be worth ₹450–500 crore over the 2025–2028 period, covering nearly 140 international matches. This makes the lead sponsorship one of the most lucrative and high-visibility sports deals in the country.
The BCCI aims to not only replace the revenue previously earned from Dream11 but also potentially secure a stronger, more stable sponsor that adds prestige to the Indian team’s branding.
Timeline for Selection
- September 12, 2025: Last date to purchase Expression of Interest (EOI) documents.
- September 16, 2025: Deadline to submit formal bids.
With the Asia Cup around the corner, there is a possibility that India may enter the tournament without a visible lead sponsor on its jerseys, unless a new deal is finalized quickly.
Strategic Motive Behind the Ban
The decision to exclude crypto and online gaming firms aligns with India’s tightening stance on speculative industries. Both sectors have faced increasing regulatory and ethical scrutiny, particularly for their impact on youth and financial stability.
By keeping such firms away from cricket sponsorship, the BCCI is sending a message that it prioritizes the sport’s reputation and wishes to associate only with sectors considered socially responsible. This also reflects the government’s push to regulate crypto trading and curb online gaming practices that involve real money.
Opportunities Ahead
With crypto and online gaming firms out of the race, the door is now open for traditional consumer-facing industries to step in. Potential candidates include:
- Telecom companies
- Insurance providers
- Banks and financial services firms
- Consumer goods and lifestyle brands
These industries have both the scale and the brand credibility to meet the BCCI’s expectations.
Summary Table: BCCI Lead Sponsor Bidding Overview
| Aspect | Detail |
|---|---|
| Reason for Change | Dream11 withdrew after new online gaming regulations |
| Bidding Opened | September 2, 2025 |
| Eligibility Criteria | ₹300 crore turnover, clean legal record, no conflicts of interest |
| Banned Sectors | Crypto, online gaming, alcohol, tobacco, pornography, betting |
| EOI Process | EOI purchase by Sept 12; Final bids by Sept 16 |
| Sponsorship Value | Targeting ₹450–500 crore over 2025–28 |
| Impact on Asia Cup | Team India may play without jersey sponsor if deal not finalized |
Conclusion
The BCCI’s move to bar cryptocurrency and online money gaming firms from lead sponsorship reflects both regulatory pressures and a strategic attempt to protect cricket’s image. While it narrows the pool of potential sponsors, it also paves the way for reputed, mainstream companies to align their brand with one of the most powerful symbols in Indian sports.
The coming weeks will reveal whether the BCCI can secure a new sponsor in time for the Asia Cup or if Team India will temporarily play without a brand on its iconic blue jersey.
