25 Aug 2025 (Punjab Khabarnama Bureau): The Board of Control for Cricket in India (BCCI) has started looking for a new team sponsor after fantasy sports platform Dream11 decided to end its association. The move marks the end of a key commercial partnership and comes at a crucial time when Indian cricket continues to attract global brands and significant sponsorship revenues.
End of Dream11’s Sponsorship
Dream11, which had been associated with the Indian cricket team since 2023, confirmed its withdrawal from the sponsorship deal. Industry reports suggest that the exit was influenced by strategic business realignment, cost-cutting measures, and regulatory challenges facing the online gaming industry in India.
Dream11’s association with Indian cricket was seen as a big boost for the fantasy sports sector, giving it strong visibility across national and international matches. Its exit, however, opens the door for other consumer-facing brands to step into one of the most lucrative sponsorship slots in global sports.
BCCI’s Sponsorship Ecosystem
The BCCI is widely regarded as one of the richest and most powerful cricket boards in the world, with sponsorship rights forming a significant chunk of its revenues. Title sponsorships, kit deals, and team partnerships provide companies with unmatched exposure, given India’s passionate cricket fan base.
A senior BCCI official said the board has already begun engaging with potential sponsors from sectors including consumer goods, technology, fintech, and telecom. “Indian cricket continues to be the most attractive sports property globally. We expect strong interest from both Indian and international brands,” the official noted.
Possible New Entrants
While no formal bids have been announced, market watchers suggest that large consumer brands such as Reliance-backed Jio, Tata Group companies, and multinational tech players could express interest. The growing popularity of Indian cricket in overseas markets further enhances its appeal to global advertisers looking for visibility.
According to sports marketing experts, the deal could be valued anywhere between ₹350–400 crore annually, depending on the brand category and contract duration. With India set to host high-profile series and tournaments in the next two years, the timing of the new sponsorship agreement will be critical.
Industry Context
The online gaming industry, led by companies like Dream11, MPL, and Games24x7, has faced increased taxation and regulatory uncertainty in recent months. This has forced firms to revisit their marketing spends. Dream11’s exit underscores the financial pressure within the sector, even as cricket remains its most important marketing vehicle.
What’s Next for BCCI
BCCI is expected to invite expressions of interest (EOIs) from potential sponsors within the coming weeks. The board will likely finalize a new sponsor before the next international home series, ensuring no gap in visibility for the Indian team.
Given the unmatched reach of Indian cricket, analysts believe the sponsorship slot will not remain vacant for long. “This is prime advertising real estate. Any brand associating with Team India immediately gains national trust and global exposure,” said a senior sports marketing consultant.
Summary
BCCI has begun searching for a new sponsor after Dream11 ended its partnership. The board expects strong bids from major Indian and global brands, with deals potentially worth ₹350–400 crore annually.