“BCCI Raises Indian Cricket Team Jersey Sponsorship Rates After Dream11 Exit”

The Board of Control for Cricket in India (BCCI), the richest and most influential cricket body in the world, has once again made headlines by revising the sponsorship rates for the Indian cricket team jerseys. This move comes immediately after Dream11, the fantasy sports platform, ended its association as the primary jersey sponsor. Sponsorship of the Indian team jersey is one of the most lucrative branding opportunities in global sports, with millions of eyeballs fixed on every international match, ICC tournament, and promotional campaign.

The exit of Dream11 has opened the doors for a fresh round of negotiations, and the BCCI is leaving no stone unturned in capitalizing on the unmatched popularity of Indian cricket. By increasing the sponsorship rates, the board is sending a clear message: demand for Indian cricket branding space remains at an all-time high, and companies must pay a premium to associate themselves with the Men in Blue.

Why Sponsorship of Indian Cricket Team Jersey Matters

1. Unparalleled Reach and Visibility

Every time Team India steps on the field, billions of fans across TV, digital platforms, and stadiums witness the players wearing the official jersey. The sponsor’s logo on the front chest and sleeve gets global exposure in ICC events, bilateral series, and domestic promotions.

2. Emotional Connection with Fans

Cricket in India is more than a sport—it is a religion. Associating a brand with Team India instantly gives sponsors credibility, loyalty, and a strong emotional connect with millions of passionate fans.

3. Value of Indian Cricket in Numbers

• India accounts for more than 80% of global cricket viewership.
• During ICC events like the World Cup and T20 World Cup, matches featuring India generate record-breaking TRPs and streaming numbers.
• Sponsorships are often valued higher than many football or basketball deals worldwide because of India’s population size and cricket’s dominance.

Dream11’s Exit: What Happened?

Dream11, the fantasy gaming platform, came onboard as Team India’s lead sponsor after BYJU’S exited in 2023. However, sponsorships in cricket are often subject to changing market conditions, brand strategies, and cost-benefit calculations.

Several reasons are speculated for Dream11’s exit:

• Strategic Budget Allocation: Fantasy sports platforms face heavy marketing and advertising costs. Cutting down on high-value sponsorships can balance company finances.
• ROI Concerns: While visibility is huge, companies increasingly demand measurable returns beyond just branding.
• Market Shifts: Competition from rivals like My11Circle and MPL may have led Dream11 to redirect marketing resources elsewhere.

Dream11’s decision created a rare vacancy in one of the most sought-after sponsorship spots in global sport. The BCCI quickly seized the moment to revise the pricing.

BCCI’s Decision to Hike Sponsorship Rates

The BCCI is known for setting premium benchmarks in sports sponsorships. After Dream11’s exit, the board raised the sponsorship rates for the jersey’s front and sleeve branding positions.

Key Points in the Hike:

1. Increased Rates per Match: The new sponsorship structure significantly increases the per-match value, making it more expensive for companies to come onboard.
2. Premium for ICC Events: The board has reportedly set higher prices for ICC tournaments and high-profile series compared to regular bilateral matches.
3. Focus on Long-Term Partnerships: BCCI is targeting established, financially strong brands that can commit to multi-year contracts.

This move not only reflects cricket’s skyrocketing popularity but also strengthens BCCI’s position as a global sports powerhouse.

Impact on the Sponsorship Market

1. Boost for BCCI Revenue

With every new deal, the BCCI secures additional funds that flow into Indian cricket. This revenue supports infrastructure, grassroots programs, domestic tournaments, and players’ welfare.

2. Pressure on Brands

Companies now face a tough decision: pay a hefty premium to associate with Team India or lose out on the visibility that no other platform in India can match. Only the biggest names in tech, finance, FMCG, and telecom can realistically afford these rates.

3. Comparison with Other Sports Sponsorships

Even compared to football leagues like the English Premier League (EPL) or NBA franchises, Team India’s sponsorship value holds strong because of its single-team national identity and the guaranteed viewership of over a billion fans.

Likely Contenders for the Sponsorship

With the jersey space up for grabs, several industry giants are being speculated as potential sponsors.

1. Tech Giants: Indian IT companies, software exporters, and startups may view this as a chance to showcase global strength.
2. Telecom and Consumer Electronics: Reliance Jio, Airtel, and major smartphone brands have already been heavy investors in cricket.
3. Financial Services: Banks, fintech startups, and payment gateways are likely contenders due to cricket’s appeal among middle-class households.
4. FMCG Brands: Beverages, snack manufacturers, and apparel companies have historically leveraged cricket sponsorships to drive sales.

The battle for the new sponsor is expected to be intense, as the jersey is the most visible branding asset in Indian sports.

Past Jersey Sponsors of Team India

To understand the value of this sponsorship, here’s a quick look at the Indian team’s jersey sponsor history:

• ITC (Wills): In the 1990s, one of the earliest sponsors.
• Sahara India: Held the rights for nearly a decade, becoming synonymous with Team India’s jersey.
• Star India: Associated during the 2010s when broadcasting and branding aligned.
• OPPO: A Chinese smartphone brand that paid massive sums before exiting in favor of BYJU’S.
• BYJU’S: The edtech company took over but later reduced spending amidst financial restructuring.
• Dream11: The fantasy sports brand continued the cycle, but only briefly.

Each sponsor has benefitted from the global exposure that comes with the Indian cricket jersey.

The Business Side of BCCI Sponsorship

1. Revenue Breakdown

Sponsorships contribute significantly to BCCI’s revenue, alongside media rights, ticketing, and ICC distributions. With media rights already crossing ₹48,000 crore for the Indian Premier League (IPL), jersey sponsorships complement the ecosystem.

2. Negotiation Power

BCCI’s dominance allows it to command rates that rival global sporting properties. Few national teams in the world—whether in football, rugby, or basketball—enjoy the same mix of audience size and passion.

3. Brand Image Transfer

When a company’s logo appears on the Indian jersey, it signals trust, success, and scale. This intangible benefit often justifies the high sponsorship price.

Fan Reactions and Public Opinion

Fans have mixed reactions to these sponsorship changes:

• Some welcome new brands as fresh energy and marketing campaigns.
• Others believe too many changes dilute the identity of the Indian jersey.
• Many argue that the jersey should be “sacred” and not excessively commercialized.

Nevertheless, the jersey’s constant evolution reflects the commercial realities of modern cricket.

Challenges for BCCI

While the sponsorship hike boosts revenue, it also presents challenges:

1. Sustainability: Can sponsors justify paying such high premiums long term?
2. Economic Slowdowns: A global recession or slowdown in the Indian economy could impact brands’ ability to spend.
3. Competition with IPL: Some companies may prefer investing in IPL teams or title sponsorships instead of national team deals, as IPL offers franchise-level targeting.

BCCI will need to balance maximizing revenue with ensuring that top brands remain committed for the long haul.

Future of Cricket Sponsorship in India

The future looks promising for Indian cricket sponsorship:

• Digital First: Companies are increasingly leveraging digital campaigns, streaming tie-ups, and fan engagement alongside jersey branding.
• Globalization: With Team India touring worldwide, brands gain international recognition.
• Women’s Cricket: The Women’s Premier League (WPL) and growing popularity of the Indian women’s team may also attract new sponsors in the near future.