MUMBAI: The Board of Control for Cricket in India on Tuesday announced the release of the Invitation for Expression of Interest (EoI) for national team lead sponsor rights.
The EoI document has been made available from Tuesday, 2 September, with the submission deadline set for 16 September.
The BCCI, while inviting bids from “reputed entities” for acquiring the said rights, has listed out companies that are ineligible.
These are:
Prohibited brand categories
a. Alcohol products;
b. Betting or gambling Services;
c. Cryptocurrency;
d. Online money gaming or any such activities prohibited under the Promotion and Regulation of Online Gaming Act, 2025;
e. Tobacco; and
f. One which is likely to offend public morals such as, including but not limited to, pornography.
Blocked brand categories
These categories have been barred on account of the BCCI having existing sponsors in these sectors.
a. Athleisure and sportswear manufacturer;
b. Banks, banking & financial service and non-banking financial companies (NBFCs);
c. Non-alcoholic cold beverages;
d. Fans, mixer grinders and safety locks; and
e. Insurance
The BCCI has also banned surrogate branding, preventing companies from submitting bids indirectly through another brand, entity, or logo. Any attempt to use alternative identities or deceptive representation to bypass restrictions will be disallowed.
Additionally, the BCCI has set significant financial requirements, demanding that bidders must demonstrate either:
a. An average turnover of at least ₹300 crore over the past three audited years, or
b. An average net worth of at least ₹300 crore over the same period.
These measures ensure that the lead sponsorship rights remain compliant with government regulations while opening opportunities for eligible and reputable companies outside the banned sectors.
Last month, Dream11 exited the Indian cricket team’s title sponsor after Parliament passed the Promotion and Regulation of Online Gaming Act, 2025. Under this legislation, the BCCI cannot continue partnerships with online gaming firms, forcing Dream11 to end its association with the board.
Dream11 had signed a ₹358 crore ($44 million) deal with the BCCI, running from 2023 to 2026. Alongside another fantasy sports platform, My11Circle, these two companies together contributed nearly ₹1,000 crore to the BCCI through sponsorship of the Indian cricket team and the Indian Premier League (IPL).
Earlier, BCCI secretary Devajit Saikia confirmed the board was moving swiftly to secure a new title sponsor for the national teams. “Our stand is very clear. With government regulations in place, the BCCI cannot continue its sponsorship relationship with Dream11 or any other such gaming company. Under the new restrictions, there is no scope, and we are facing a roadblock with Dream11,” Saikia had told PTI.
Reports last month indicated that India might enter the Asia Cup, starting 9 September, without a lead sponsor — a development now confirmed by the BCCI’s latest advertisement inviting new bids.
