BCCI sets new rules for sponsors, bars crypto and gaming platforms after Dream11 exit
The Board of Control for Cricket in India (BCCI) has tightened its grip on sponsorship deals, determined not to be caught off guard as it looks for a new lead partner. The cricket board launched the tender for jersey sponsorship on Tuesday, following Dream11’s withdrawal from its contract. The fantasy gaming firm stepped away after the government brought in the Promotion and Regulation of Online Gaming Act 2025.
Companies wishing to take part must acquire the Invitation for Expression of Interest (IEOI) by 12 September, while the deadline for submitting final proposals is 16 September.
“The IEOI shall be provided upon payment of a non-refundable fee of INR 5,00,000, along with applicable Goods and Services Tax,” the BCCI announced.
In line with the revised rules, bids from online gaming and cryptocurrency operators, along with alcohol and tobacco brands, will not be accepted. Eligibility has also been restricted to firms with a minimum annual turnover of INR 300 crore.
With the Asia Cup 2025 scheduled to begin on 9 September, India, led by Suryakumar Yadav, are likely to play the tournament without a sponsor’s logo on their kits. The main sponsor traditionally secures placement on the front of the men’s and women’s team jerseys.
BCCI, the world’s richest cricketing body, began its search after Dream11 walked away from its three-year contract in August 2025. The partnership had originally been signed in 2023.
“The BCCI retains the authority to modify or terminate the IEOI process at any stage and in any manner, without the obligation to furnish reasons,” the board stated in its official release.
Eligibility and Bidder Criteria
Each bidder must demonstrate either:
An average turnover of at least INR 300 crore across the previous three audited financial years, or an average net worth of at least INR 300 crore during the same period.
In addition, bidders must be deemed “fit and proper” by the BCCI. When determining this, the BCCI may consider any factor it finds relevant, including but not limited to the following:
- No criminal conviction involving fraud, economic offences, or moral turpitude.
- No conflict of interest under the applicable Conflict of Interest Rules.
- No conviction in any jurisdiction for offences carrying a sentence of two years or more.
- No classification as a wilful defaulter by the Reserve Bank of India.
- A reputation for integrity and credibility. The BCCI holds complete discretion to reject any bidder it believes does not meet these standards.
Restrictions on Business Activities
- Bidders must not engage in online money gaming, gambling, betting, or related services either in India or abroad, nor provide such services to Indian customers.
- No bidder may hold investments or ownership interests in businesses involved in betting or gambling services in India.
- Any bidder, including its group companies, conducting activities prohibited under the Promotion and Regulation of Online Gaming Act, 2025 is ineligible to participate.
- Direct or indirect involvement in cryptocurrency trading, exchanges, tokens, or similar businesses is strictly barred.
- Surrogate branding is prohibited; bidders cannot use alternative identities, names, or logos to disguise restricted affiliations.
Blocked Brand Categories
The following categories are unavailable due to existing sponsorship agreements with the BCCI:
Athleisure and sportswear manufacturers
Banks, financial institutions, and NBFCs
Non-alcoholic cold beverage brands
Manufacturers of fans, mixer grinders, and safety locks
Insurance providers
Prohibited Brand Categories
Bids connected to the categories below will not be accepted:
Alcoholic beverages
Betting and gambling services
Cryptocurrency-related businesses
Online money gaming or other activities prohibited under the Promotion and Regulation of Online Gaming Act, 2025
Tobacco products
Brands likely to offend public morality, such as pornography
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