BCCI opens fresh sponsorship bids after Dream11 exit ahead of Asia Cup 2025

The Board of Control for Cricket in India (BCCI) is preparing for another change in its sponsorship landscape after Dream11 decided to end its agreement prematurely. The fantasy sports platform pulled out following the introduction of India’s new Online Gaming Act 2025, which bans real-money gaming firms from sponsoring sporting events. With India’s Asia Cup campaign fast approaching, the BCCI has wasted no time in floating a fresh tender for the national team’s lead sponsorship rights.

On September 2, the board issued an Invitation for Expression of Interest (IEOI) for interested bidders. However, unlike earlier tenders, the conditions this time are far more stringent. The BCCI has stressed that only “reputed entities” with a solid track record will be considered. To ensure financial credibility, companies must show either an average turnover or net worth of ₹300 crore over the last three years, backed by audited accounts. The board has also made it clear that it reserves the right to reject firms that are not “fit and proper,” taking into account criminal history, financial disputes, or conflicts of interest.

Equally significant is the list of prohibited categories. Companies linked to real-money gaming, betting, or gambling, whether operating in India or abroad, will not be allowed to participate. The restriction also applies to firms in the cryptocurrency, tobacco, and alcohol sectors, reflecting BCCI’s intention to align its sponsorship framework with both legal requirements and public sentiment. The recent crackdown on gaming platforms has directly shaped these restrictions, and the board appears determined to avoid associations that could spark regulatory challenges.

"The IEOI will be made available on receipt of payment of a non-refundable fee of INR 5,00,000 plus any applicable Goods and Services Tax," the BCCI release stated.

For potential sponsors, the timeline is tight. Interested firms must purchase the bid document by September 12 with a non-refundable fee of ₹5 lakh plus GST, and submit their bids by September 16. This leaves the BCCI with just enough time to finalize a partner before India’s Asia Cup fixtures begin. If the process takes longer, there is a chance the team could enter the tournament without a lead sponsor on their jersey, something the board will be eager to avoid.

This development underscores how quickly the commercial dynamics around Indian cricket can change. While Dream11’s exit marks the end of an era for fantasy sports sponsorship in cricket, it also opens the door for established brands from safer industries to step into one of the most visible sponsorship slots in world sport. With Team India’s global following, the lead sponsor role remains among the most coveted marketing opportunities, and the BCCI is ensuring it goes to the right hands.

Eligibility criteria:

• The average turnover of each bidder for the last three years must be at least INR 300 crore as per the last three audited accounts, or the average net worth of each bidder for the last three years must be at least INR 300 crore as per the last three audited accounts.
• Each bidder must be a fit and proper person. In order to determine whether this is the case, the BCCI may take into account any factor, as may be deemed fit, including without limitation any one or more of the following criteria: (i) not having been convicted by a court of a criminal offence or offences involving moral turpitude, economic offence or fraud; (ii) not having any conflict of interest as per the Conflict of Interest Rules; (iii) absence of conviction for any offence punishable with imprisonment for two years or more in any jurisdiction; (iv) absence of categorisation as a wilful defaulter by the Reserve Bank of India; and/or (v) a person having integrity and reputation.
• “The BCCI reserves the right to reject any bid from any bidder which, in the BCCI’s opinion and at its sole and absolute discretion, does not satisfy this criteria,” the board stated in an official release.
• The bidder should not be engaged in online money gaming, betting, gambling, or similar services in India or anywhere in the world, and he or she should not provide such services to any person in India.
• The bidder should not have any investment or ownership interest in any person engaged in betting or gambling services in India.
• “To clarify, a bidder, including any of its Group companies, engaged in any activities/business that is prohibited under the Promotion and Regulation of Online Gaming Act, 2025, is not permitted to submit a bid,” the BCCI stated.
• The bidder, including any of its group companies, should not be directly or indirectly engaged in crypto trading, crypto exchange, crypto token, or any similar business.
• Bidders are prohibited from submitting bids through surrogate brands. This includes, but is not limited to, the use of different names, brands, identities, or logos.

Blocked brand categories

• Athleisure and Sportswear Manufacturer;
• Banks, Banking & Financial Services and Non-Banking Financial Companies;
• Non-Alcoholic Cold Beverages;
• Fans, Mixer Grinders and Safety Locks; and
• Insurance

Prohibited Brand Categories:

• Alcohol Products;
• Betting or Gambling Services;
• Cryptocurrency;
• Online Money Gaming or any such activities are prohibited under the Promotion and Regulation of Online Gaming Act, 2025;
• Tobacco