BCCI Sets New Base Price for Indian Team Jersey Sponsorship, Eyes Over ₹400 Crore Deal

The Board of Control for Cricket in India (BCCI) has revised the base price for the Indian cricket team’s jersey sponsorship, aiming for a higher valuation as it opens up bids for a new sponsor. The updated base price is reportedly ₹3.5 crore per match for bilateral series and ₹1.5 crore for multilateral tournaments, marking a significant uplift over the previous rates.

These figures, according to industry insiders, represent an increase from ₹3.17 crore per match for bilateral games and ₹1.12 crore per match for ICC and ACC fixtures that outgoing sponsor Dream11 had been paying.

Targeting Increased Visibility and Revenue

The BCCI's strategy hinges on the distinction in branding visibility between bilateral and multilateral events. In bilateral matches, the sponsor’s logo is prominently displayed on the front of the players’ jerseys, offering greater exposure. In contrast, ICC and ACC tournament regulations limit sponsor branding to the sleeves, resulting in comparatively lower visibility — and thus, valuation.

Despite this, the BCCI is targeting at least a 10% increase in revenue from bilateral games and about 3% from multilateral fixtures, underlining its confidence in the commercial strength of Indian cricket.

With approximately 130 international matches scheduled over the next three years — including marquee tournaments like the 2026 T20 World Cup and 2027 ODI World Cup — the BCCI stands to earn over ₹400 crore based on the revised base price. However, the final sponsorship deal could exceed that amount depending on the competitive bidding process.

Bidding on September 16, No New Sponsor for Asia Cup

The bidding process is scheduled for September 16, making it impossible for a new sponsor to be on board before the Asia Cup, which starts on September 9. A senior BCCI official confirmed that there will be no interim arrangement, meaning the Indian team may play the Asia Cup without a jersey sponsor.

The BCCI floated the Invitation for Expression of Interest (EOI) for the Lead Sponsor Rights on September 2, and outlined several categories that are prohibited from participating in the bidding. These include brands associated with gaming, betting, crypto, and tobacco. Additionally, categories such as athleisure and sportswear, banking and financial services, cold beverages, fans, kitchen appliances, safety equipment, and insurance have been excluded to prevent clashes with the board’s existing sponsors.

Exit of Dream11 Prompted New Tender

The fresh tender comes following the exit of Dream11, whose sponsorship deal was impacted by the Indian government's Promotion and Regulation of Online Gaming Act, 2025. The new law restricts real-money gaming operations in the country, leading to Dream11's withdrawal from the sponsorship.

With Indian cricket continuing to be among the most valuable sports properties globally, the BCCI’s revised base price reflects both the demand for visibility and the board’s intent to capitalise on the team's consistent international exposure. The outcome of the September 16 bidding will reveal which brand steps in to fill the high-profile jersey slot.