Dream11 exits as new law reshapes gaming sponsorships
The Board of Control for Cricket in India (BCCI) is searching for a new lead sponsor after Dream11 ended its jersey sponsorship deal with the Indian team. According to Hindustan Times, the governing body is now weighing its options after India’s new Promotion and Regulation of Online Gaming Bill, 2025 forced fantasy gaming platforms to shut down real-money operations.
“Our association with Dream11 is over after the new legislation has come into force,” BCCI secretary Devajit Saikia told Hindustan Times, referring to the bill passed by parliament last week.
The legislation is explicit:
“…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,” the act states.
Violations carry penalties of up to ₹1 crore (approx. $114,103.15) or imprisonment of up to three years.
Toyota and fintech startup eye sponsorship deal
The vacuum created by Dream11’s departure has already attracted interest. According to an NDTV report, Japanese automaker Toyota Motor Corporation and a fintech startup have expressed early interest in replacing Dream11 as India’s lead sponsor. While the BCCI has yet to formally open its tendering process, expectations are that the new deal could surpass the previous contract’s valuation.
Dream11 had signed a three-year deal with BCCI in July 2023 worth ₹358 crore (approx. $ 40.85 million).
“If it’s not permissible, we’ll not do anything. The BCCI will follow every policy of the country that is framed by the central government,” Saikia told Times of India.
BCCI prepares for Asia Cup without sponsor
As reported by PTI on August 24, Dream11 will no longer serve as Team India’s sponsor starting with the Asia Cup. The tournament, set to run from September 9–28 in the UAE, may see India play without a lead sponsor on its jerseys if BCCI cannot finalize a replacement in time.
“Our stand is very clear. With government regulations in place, the BCCI cannot continue its sponsorship relationship with Dream11 or any such other gaming company. Under the new restrictions, there is no scope and we are facing a roadblock with Dream11,” Saikia told PTI on August 25.
“So we cannot continue with them and therefore trying to find some alternatives, and that process is now ongoing. The vacant position of the sponsor is something that we are trying to fill and till now nothing has been completed. Once something happens we will let you know with a media advisory,” he added.
Saikia signals optimism despite uncertainty
Saikia insisted that the board is actively working on solutions and remains hopeful of progress before India’s opening Asia Cup fixture.
“For the next course of action, we are deliberating on what the alternatives should be.”
“We are working with a positive mindset.”
“We still have time for the next IPL. We will cross the bridge when we get there. Our immediate priority is the Asia Cup,” Saikia told Hindustan Times.
BCCI official: no penalty for Dream11 exit
A top BCCI official told PTI, on condition of anonymity, that Dream11 would not be penalized for pulling out given the government’s new restrictions.
“The BCCI fully understands one of our sponsorship partner’s plight. It is not their fault and unlike other issues of payment default, there won’t be any penalty levied on Dream11. This is a government rule and full compliance is required and in the current scenario, their business will be impacted.”
“Obviously BCCI’s profits also get impacted on a short term basis and we now have to put new plans in place,” he added.
“There is a process in place. We have to put an advertisement inviting bids to become title sponsor of the national team. First you invite bids, then scan and scrutinise the bids and then announce the winner. It is a process that takes a certain amount of time and needs to be done keeping legal modalities in mind,” the official said.
“Obviously, we are keeping a watch on proceedings. Any company dependent on real money gaming is going to take a huge hit. But for IPL, the BCCI has enough time even if any company pulls out. IPL start in mid-March next year and a process, if required, can be put in place,” he said.
What’s next for Indian cricket’s sponsorship landscape?
With just days to go before the Asia Cup and the ICC Women’s World Cup, the Indian teams face the real prospect of going sponsor-less on their jerseys. The BCCI’s challenge will be to secure a deal that not only replaces Dream11’s valuation but also aligns with government policy and the image of Indian cricket.
The developments mark another turbulent chapter in India’s sponsorship history, following earlier mid-contract exits by Byju’s. The coming weeks will determine whether global brands like Toyota or fintech challengers step in to fill one of the most high-profile sponsorship slots in world cricket.
