India enter Asia Cup without jersey sponsor
Team India are expected to step onto the field without a jersey sponsor when the Asia Cup begins on September 9. The sponsorship vacuum follows Dream11’s decision to end its association with the Board of Control for Cricket in India (BCCI) after the government passed the Promotion and Regulation of Online Gaming Act.
According to a report by India Today, the BCCI is prioritising a long-term sponsorship agreement that would run through the 2027 ODI World Cup, rather than rushing a short-term deal for the Asia Cup — a strategy that makes it unlikely a new sponsor will be in place in time.
At an emergency Apex Council meeting on August 28, chaired by interim president Rajeev Shukla, the BCCI reviewed options but acknowledged the challenges of closing a new deal on such short notice.
Government regulations force Dream11 exit
The end of Dream11’s partnership stems directly from the new legislation, which restricts associations with money-based gaming firms. The bill explicitly states that “no person shall offer any, aid, abet, induce, indulge, engage in offering online money gaming services nor shall involve in any advertisement which directly or indirectly promotes any person to play any online money game.”
BCCI secretary Devajit Saikia confirmed the board’s position.
“Under the new legislation, it will be difficult for BCCI to continue with Dream11 or any other identical gaming companies. So, there is a roadblock and I don’t think BCCI will be able to continue with Dream11 now. We are deliberating on an alternative course of action at this stage,” Saikia told IANS.
He further clarified that the contract’s early termination would not penalise Dream11, as the agreement contained safeguards for regulatory changes.
BCCI’s sights on $50m sponsorship
While India may take the field sponsorless in the Asia Cup, the board is already pursuing a lucrative long-term replacement. According to reports in NDTV and The Economic Times, the BCCI is targeting a front-of-jersey sponsorship package valued at around ₹450–452 crore (approx. $51.03m – 51.26m) for the 2025–2028 cycle.
The deal would cover approximately 140 matches, including home and away bilateral series and ICC/ACC events. Proposed rates are set at ₹3.5 crore(approx. $396,915.40) per bilateral fixture and ₹1.5 crore (approx. $170,106.60) per ICC/ACC game — higher than Dream11’s contract but still below the rates Byju’s once paid.
Saikia told ANI that Dream11’s departure has compelled the board to reset its sponsorship policies:
“BCCI and Dream 11 are discontinuing their relationship after the Promotion and Regulation of Online Gaming Bill, 2025, was passed. BCCI will ensure not to indulge with any such organisations ahead in future.”
Commercial and market context
Dream11 had been paying ₹358 crore (approx. $40.60m) for the 2023–2026 cycle, contributing heavily to BCCI’s sponsorship revenues along with My11Circle. With the gaming sector forced out, the BCCI is under pressure to lock in a replacement, though industry experts remain optimistic that India’s unmatched reach will draw strong interest.
Despite the disruption, India’s sports sponsorship market continues to expand. According to GroupM, it grew 6% in 2024 to ₹16,633 crore (approx. $1.89b), with cricket accounting for 85% of the total.
For now, however, the Asia Cup will highlight the sponsorship gap — a rare sight for Indian cricket — even as negotiations continue to secure one of the game’s most valuable commercial assets.
