No alcohol, no betting, no crypto! Inside BCCI's ground rules for jersey sponsors

The Board of Control for Cricket in India (BCCI) is once again on the lookout for a new jersey sponsor after the end of its partnership with Dream11. The fantasy sports platform has pulled out following the government’s ban on real money gaming platforms under the Promotion and Regulation of Online Gaming Act.

BCCI secretary Devajit Saikia confirmed on Monday that the deal with Dream11 has ended, with the board now beginning the process to identify a replacement sponsor. However, a finalised deal before the Asia Cup looks unlikely.

“Our stand is very clear. With government regulations in place, the BCCI cannot continue its sponsorship relationship with Dream11 or any such other gaming company. Under the new restrictions, there is no scope and we are facing a roadblock with Dream11,” Saikia told PTI.

Tender rules: No alcohol, no betting, no crypto

Although BCCI has not yet floated a fresh tender for 2025, its 2023 tender—when Dream11 secured the sponsorship rights—clearly outlined strict ground rules. Categories barred from bidding included alcohol brands, betting firms, cryptocurrency-related companies, and tobacco entities, reflecting the BCCI’s long-standing restrictions on sensitive industries.

Dream11 had bagged the sponsorship rights in 2023 for Rs 358 crore, covering the senior men’s and women’s teams, emerging (U23) teams, as well as U-19 squads, in a three-year deal. With more than a year still left in the contract, Dream11 will be exiting, but BCCI has made it clear no penalty will be levied given the government’s regulatory changes.

“The BCCI fully understands one of our sponsorship partner’s plight. It is not their fault and unlike other issues of payment default, there won’t be any penalty levied on Dream11. This is a government rule and full compliance is required and in the current scenario, their business will be impacted,” a top official said.

Process could delay new sponsor announcement

Officials admitted that finding a new sponsor at short notice—barely two weeks before the Asia Cup—will be difficult. “There is a process in place. We have to put an advertisement inviting bids, then scan and scrutinise them before announcing the winner. This takes time and needs to be done keeping legal modalities in mind,” the official explained.

The development comes as another major fantasy platform, My11Circle, faces uncertainty over its Rs 625 crore, five-year deal as the IPL’s fantasy partner. While the IPL begins only in March, giving BCCI more time to reassess, the immediate concern remains India’s upcoming Asia Cup matches.

With Dream11 out and strict eligibility norms barring alcohol, betting, crypto, and tobacco companies, BCCI now faces the challenge of finding a sponsor that can both meet its requirements and step in quickly enough to support the national teams.