Mumbai: The Board of Control for Cricket in India (BCCI) is looking to raise about '452 crore from the front-of-jersey sponsorship vacant following the exit of Dream 11 due to the recent government ban on money-based games, including fantasy sports, according to people familiar with the matter.
The three-year sponsorship cycle, covering 2025-28, is expected to include around 140 matches across home and away bilaterals, International Cricket Council (ICC) tournaments, and Asian Cricket Council (ACC) events, the people said.
The board is seeking '3.5 crore per match for bilaterals, and '1.5 crore per match for India's fixtures in ICC and ACC tournaments. This values the rights at '131 crore in 2025-26, '162.5 crore in 2026-27, and '158.5 crore in 2027-28. Dream 11 had acquired the lead sponsor rights, also called front-of-jersey rights, in 2023 for '358 crore for the period July 2023 to March 2026. The base price was '3 crore per bilateral match and '1 crore for ICC and ACC events. Before Dream 11, Byju's held the rights until March 2023, paying '5.07 crore per bilateral match and '1.56 crore per ICC and ACC match. Byju's had taken over from Oppo in 2019, after the Chinese handset maker transferred its jersey sponsorship rights, which it had originally secured in 2017 for '1,079.29 crore. "Front-of-jersey rights are a valuable asset, but the BCCI has limited time to finalise a deal before the Asia Cup," said a sports marketing executive. "Adidas, the official kit partner, will also need time to release a new jersey with the sponsor's logo, so India may play the tournament without a front-of-jersey sponsor."
Executives said the BCCI is still expected to get interest from potential sponsors given the visibility attached to jersey rights, even if a deal is signed after the Asia Cup.
India's sports sponsorship industry grew 6% year-on-year to '16,633 crore in 2024, according to a GroupM report. This marks a more than sevenfold rise since 2008, the year the Indian Premier League (IPL) T20 tournament was launched.
Cricket accounted for 85% of the sponsorship market, slightly lower than 87% in 2023. The share of other sports rose to 15% from 13% a year earlier, aided by interest around the Olympics.
Sponsorship, the second-largest revenue segment after sports media, remained steady at ₹7,421 crore. Within this, ground sponsorship declined 2% to ₹3,046 crore, while team sponsorship rose 5% to ₹1,681 crore, and franchise fees increased 3% to ₹2,694 crore.
The three-year sponsorship cycle, covering 2025-28, is expected to include around 140 matches across home and away bilaterals, International Cricket Council (ICC) tournaments, and Asian Cricket Council (ACC) events, the people said.
The board is seeking '3.5 crore per match for bilaterals, and '1.5 crore per match for India's fixtures in ICC and ACC tournaments. This values the rights at '131 crore in 2025-26, '162.5 crore in 2026-27, and '158.5 crore in 2027-28. Dream 11 had acquired the lead sponsor rights, also called front-of-jersey rights, in 2023 for '358 crore for the period July 2023 to March 2026. The base price was '3 crore per bilateral match and '1 crore for ICC and ACC events. Before Dream 11, Byju's held the rights until March 2023, paying '5.07 crore per bilateral match and '1.56 crore per ICC and ACC match. Byju's had taken over from Oppo in 2019, after the Chinese handset maker transferred its jersey sponsorship rights, which it had originally secured in 2017 for '1,079.29 crore. "Front-of-jersey rights are a valuable asset, but the BCCI has limited time to finalise a deal before the Asia Cup," said a sports marketing executive. "Adidas, the official kit partner, will also need time to release a new jersey with the sponsor's logo, so India may play the tournament without a front-of-jersey sponsor."
Executives said the BCCI is still expected to get interest from potential sponsors given the visibility attached to jersey rights, even if a deal is signed after the Asia Cup.
India's sports sponsorship industry grew 6% year-on-year to '16,633 crore in 2024, according to a GroupM report. This marks a more than sevenfold rise since 2008, the year the Indian Premier League (IPL) T20 tournament was launched.
Cricket accounted for 85% of the sponsorship market, slightly lower than 87% in 2023. The share of other sports rose to 15% from 13% a year earlier, aided by interest around the Olympics.
Sponsorship, the second-largest revenue segment after sports media, remained steady at ₹7,421 crore. Within this, ground sponsorship declined 2% to ₹3,046 crore, while team sponsorship rose 5% to ₹1,681 crore, and franchise fees increased 3% to ₹2,694 crore.
You may also like
Real Betis 'withdraw offer for Antony' after Man Utd accepted cut-price bid
Mumbai among 7 safest cities for women, Delhi on unsafe list
Man Utd agree £21.6m Antony transfer as Kobbie Mainoo responds to Ruben Amorim plea
ITV The Fortune Hotel winners revealed and fans all say same thing about result
Madhya Pradesh: Musketry Act Overhaul In State After 68 Years; New Rules Likely From Next Year
