BCCI races against time to find new sponsor after Dream11’s exit ahead of Asia Cup 2025

BCCI is looking for new sponsors ahead of the Asia Cup 2025 as Dream11 have exited after government's law passed a few days ago. Read more to know about the current scenarios.

Team India (Image Credit: BCCI)

The Indian cricket team may walk into the Asia Cup 2025 this September without a sponsor logo on the front of its jersey, a sight almost unthinkable in the modern commercial era of the sport. The uncertainty looms over the team after fantasy sports company Dream11 terminated its contract as India’s lead jersey sponsor, just weeks before the tournament begins in the UAE.

Dream11 had signed a three-year deal with the Board of Control for Cricket in India in mid-2023, valued at over ₹350 crore. It was expected to run until 2026 and cover multiple major tournaments, including the ICC events and bilateral series. However, the newly introduced Online Gaming Bill has made operations difficult for real-money gaming platforms, prompting the company to step back from its high-profile cricket partnership. The timing of the exit has caught the board off guard, especially with jerseys already printed carrying Dream11 branding.

For BCCI, the development is more than just a financial hiccup. Jersey sponsorships are considered premium real estate in cricket, offering brands instant global visibility. Over the years, the position has been occupied by major corporations, Sahara for more than a decade, followed by Star India, Oppo, and BYJU’S. Each association carried both commercial value and prestige, making the sudden vacuum ahead of a flagship tournament even more striking.

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Officials have indicated that the board will not defy government policy and will instead seek a new partner. The process of inviting fresh bids is already being discussed, but whether a replacement can be finalized before the Asia Cup 2025 remains uncertain. Even for an organization as commercially strong as the BCCI, finding a marquee sponsor at such short notice will not be straightforward.

Industry chatter suggests that the vacancy could attract India’s corporate heavyweights. Names like Tata Group, Reliance, and Adani have been floated, while fintech firms such as Zerodha and Groww are also seen as potential contenders. Automobile manufacturers and FMCG majors, who view cricket as a direct gateway to mass audiences, are most likely to enter the fray as well.

Regardless of who comes forward, the exit of Dream11 highlights the unpredictability of cricket sponsorships in India. For fans, it raises the rare prospect of seeing the national side take the field without a sponsor’s name across their chests. For the BCCI, it is a reminder that even in its era of financial dominance, off-field uncertainties can create last-minute challenges.

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