BCCI Ends Its Dream11 Jersey Sponsorship Deal, Eyes New Partners Ahead of Asia Cup 2025

Indian Cricketer SKY in a blue India jersey with "DREAM11" logo.

The Board of Control for Cricket in India (BCCI) has officially terminated its ₹358-crore jersey sponsorship deal with fantasy sports platform Dream11, just weeks before the Asia Cup 2025 in the UAE.

The decision follows the Union government’s recent ban on money-based online games, which directly affected the legality of such sponsorships.

According to a report by ANI, BCCI Secretary Devajit Saikia confirmed the development and emphasized that the board will be more selective going forward. “BCCI will ensure not to indulge with any such organisations ahead in future,” Saikia told ANI, making it clear that the board is distancing itself from partnerships tied to banned gaming operations.

The termination has now opened the door for new contenders to secure the highly coveted jersey sponsorship slot. Among the frontrunners are Toyota Motor Corporation and a fintech startup, both of whom have reportedly shown keen interest. With Team India’s Asia Cup campaign kicking off on September 9, the board is under pressure to finalize a new sponsor quickly.

This abrupt change has sparked wider discussions about the impact of the government’s new online gaming law on the industry. The law, passed earlier this week, prohibits the promotion, advertising and sponsorship of real-money gaming platforms. While the move is aimed at protecting families from financial risks and addiction, it has also raised concerns about job losses in companies heavily dependent on the fantasy sports ecosystem.

For Dream11, the fallout is significant. The company had entered into a three-year sponsorship agreement in 2023, making a huge push in the sports marketing landscape. In FY23, the company reportedly spent nearly ₹2,964 crore on promotions, reflecting a 37% rise compared to the previous year. However, the new restrictions are expected to shake up the advertising market significantly.

For the BCCI, however, the focus has already shifted to finding a reliable replacement. The Indian cricket team’s jersey sponsorship remains one of the most lucrative advertising assets in the country, guaranteeing massive global visibility. Industry observers suggest that despite the sudden exit of Dream11, the board should have no trouble attracting interest from established corporations eager to associate their brand with Team India’s immense fan base.

Interestingly, the jersey sponsorship has often been seen as a double-edged sword. From Sahara to Byju’s, and now Dream11, several companies have faced unexpected regulatory or financial hurdles after acquiring the slot. Some in the industry even refer to this recurring pattern as the “jersey jinx,” suggesting that despite the glamour, it often comes with challenges.

Nevertheless, all eyes are on whether Toyota or the fintech challenger will step in — or if the BCCI surprises with another big-ticket brand. Either way, the coming days are set to be crucial for both the board and Indian cricket’s sponsorship landscape.