The Board of Control for Cricket in India (BCCI) has raised base prices for jersey branding as it opens bidding for a new three-year sponsorship cycle. According to Cricbuzz, the board set the reserve price at ₹3.5 crore per match for bilateral games and ₹1.5 crore for multilateral tournaments under ICC and ACC events. Consequently, these rates are higher than the outgoing sponsor Dream11’s ₹3.17 crore for bilateral matches and ₹1.12 crore for multilateral games.

Higher Valuation Driven by Visibility

Moreover, the BCCI increased prices by over 10% for bilateral matches and nearly 3% for multilateral games. The board explained that sponsors get more exposure in bilateral matches, where their logos appear on the front of the jersey. In contrast, ICC and ACC events limit branding to the sleeves, offering less visibility.

Sponsorship Term and Expected Revenue

Additionally, the deal will cover around 130 matches over the next three years, including the 2026 T20 World Cup and 2027 ODI World Cup. At the same time, these rates could help the BCCI earn more than ₹400 crore. However, the final amount may rise depending on competitive bidding.

Timing and Interim Sponsorship

The bidding opens on September 16, which means it occurs after the Asia Cup begins on September 9. Therefore, a senior BCCI official confirmed that the team will likely play the tournament without a front-of-jersey sponsor.

Restrictions on Companies

Furthermore, the BCCI’s Invitation for Expression of Interest (EOI) bars companies in gaming, betting, crypto, and tobacco. It also excludes firms in athleisure, sportswear, banking, finance, non-alcoholic beverages, fans, mixer grinders, safety locks, and insurance. This measure prevents conflicts with existing sponsors.

Dream11 Exit and Legal Impact

Finally, Dream11 pulled out due to the Promotion and Regulation of Online Gaming Act, 2025. As a result, the law bans operations by real-money gaming companies, forcing the platform to leave the deal.