Bidding heats up for Indian cricket’s most visible branding asset
WPP Media and ITW Universe have entered the fray for the front-of-jersey sponsorship of the Indian national cricket team, joining a competitive field that also includes a cement manufacturer and a global technology company.
According to Economic Times, exclusive by journalist Javed Farooqi, all four parties have acquired tender documents issued by the Board of Control for Cricket in India (BCCI). The deadline to purchase the documents was September 12, and final bids are due by September 16.
The selected sponsorship term will run from September 30, 2025 to March 31, 2028.
Sponsorship deal valued at ₹452 crore
The upcoming three-year sponsorship cycle is expected to fetch around ₹452 crore (approx. US$51.29 million) at reserve prices. It will cover an estimated 140 matches, including home and away bilateral series, ICC tournaments, and Asian Cricket Council (ACC) events.
BCCI has set the reserve price at ₹3.5 crore (approx. US$397,140.59) per bilateral and ACC match, and ₹1.5 crore (approx. US$170,203.11) for ICC fixtures — up from ₹3 crore (approx. US$340,406.22) and ₹1 crore (approx. US$113,468.74) respectively during the 2023 auction.
ITW bidding for Spinny, WPP may represent major conglomerate
ITW Universe is expected to bid on behalf of its client, car retail platform Spinny, which is preparing for a stock market listing. Spinny is backed by investors including Sachin Tendulkar, Tiger Global, Elevation Capital and General Catalyst.
WPP Media’s role has not been formally disclosed, but it is believed to be representing a large Indian conglomerate with previous involvement in major cricket sponsorship deals.
It is important to note that purchasing the tender documents does not guarantee participation. All bidders must submit a performance deposit of ₹25 crore (approx. US$2.84 million) along with their final bid.
BCCI’s eligibility criteria and category restrictions
To qualify, bidders must meet a minimum average turnover or net worth of ₹300 crore (approx. US$34.04 million) over the last three years. In addition, they must pass the BCCI’s “fit and proper” test, which disqualifies applicants with past criminal or economic offences, unresolved regulatory issues, or reputational red flags.
The BCCI also bars sponsorship bids from sectors including alcohol, betting, gambling, cryptocurrency, tobacco, real-money gaming, and pornography.
Sectors such as banking, insurance, non-alcoholic beverages, sportswear, and consumer appliances are excluded unless the bidding entity is an existing BCCI sponsor in that category.
Dream11 exit opens high-stakes opportunity
The BCCI initiated the tender process following the end of its ₹358 crore (approx. US$40.62 million) deal with fantasy sports platform Dream11. That partnership was terminated after India’s Promotion and Regulation of Online Gaming Act, 2025, banned money-based gaming operations.
As a result, Team India is currently participating in the ongoing Asia Cup — which began on September 9 — without a front-of-jersey sponsor for the first time in recent years.
Announcement expected within weeks
Indian Premier League (IPL) chairman Arun Dhumal recently stated in Delhi that the new jersey sponsor will be announced within ‘two to three weeks’. BCCI vice-president Rajeev Shukla has echoed that timeline, noting a decision is expected within 15–20 days.
Although the front-of-jersey sponsorship offers unmatched visibility, it has also proven challenging for past sponsors. Companies like Dream11, Oppo, Byju’s, and Sahara all experienced regulatory scrutiny or financial pressures during their tenures.
The upcoming decision will determine not just the next brand to partner with Indian cricket, but also how the BCCI navigates a more regulated sponsorship environment moving forward.
