BCCI sets new base price for jersey sponsorship

INDIA CRICKET

BCCI sets new base price for jersey sponsorship

by Vijay Tagore • Last updated on

BCCI had floated tenders for the sponsorship on Tuesday © AFP

The Board of Control for Cricket in India (BCCI) has raised the valuation for sponsoring the Indian cricket team, setting a new base price higher than what Dream11, the outgoing sponsor, had been shelling out. According to industry sources, the new reserve price, it is understood, is INR 3.5 crore for bilateral matches and around INR 1.5 crore for multilateral fixtures, particularly in the ICC and ACC competitions.

These figures, talked about in the market, are slightly higher than the current rates of INR 3.17 crore for bilateral games and INR 1.12 crore for multilateral matches. With this revision, the BCCI is targeting a minimum valuation uplift of over 10 percent for the bilateral contests and around three percent for multilateral tournaments.

The difference in the valuation between the two properties is very natural, given that the sponsors receive stronger mileage during bilateral matches when their brand name is prominently flashed on the players' chests. In contrast, during ICC and ACC events, the brand mention is limited only to the sleeves, resulting in relatively lower brand visibility.

It is understood that the BCCI is seeking sponsorship for the next three years, with sources indicating that around 130 matches are scheduled during this period, including T20 World Cup in 2026 and ODI World Cup in 2027. Based on the revised base price, the board could potentially earn more than INR 400 crore. The final figure could be much higher, of course.

The bidding is slated for September 16, effectively ruling out the possibility of onboarding the new sponsor before the Asia Cup, which begins on September 9. A senior BCCI functionary confirmed that the chances of an interim arrangement are virtually nil.

On Tuesday (September 2), the BCCI announced the release of the Invitation for Expression of Interest for Indian team's Lead Sponsor Rights stating that gaming, betting, crypto and tobacco brands are prohibited from bidding. Athleisure and sportswear manufacturers, banking, financial companies, non-alcoholic cold beverages, fans, mixer grinders, safety locks and insurance companies will also not be eligible since they could be in conflict with the existing sponsors of the BCCI.

The need for a new sponsor was necessitated after the exit of Dream11, the outgoing sponsor, as the brand was impacted by the government's recent Promotion and Regulation of Online Gaming Act, 2025, which prohibits the operations of real-money gaming companies in the country.

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