By Zainab Shafiq 
The absence of a logo on India’s jerseys during the Asia Cup will not go unnoticed, and the reason lies in a major shift off the field. The Board of Control for Cricket in India (BCCI) has invited bids for the jersey sponsorship of Team India, a move triggered by Dream11’s exit after the government banned real money gaming firms under the Promotion and Regulation of Online Gaming Act, 2025.
For a team that dominates global cricket both on the pitch and commercially, this sponsorship is one of the sport’s most sought-after deals. The next company to secure the rights will step into one of the most visible branding opportunities in the world.
Strict rules for jersey sponsorship of Team India
The BCCI has outlined detailed eligibility criteria to protect its partnerships and avoid potential conflicts. Companies in gaming, betting, crypto, and tobacco are completely barred from bidding. Surprisingly, several everyday consumer categories, from soft drinks and banking to sportswear and household appliances are also excluded, as they overlap with existing sponsorships.
The rules go further by banning surrogate branding, a practice where companies use front entities or alternative names to bypass restrictions. In its media release, the board emphasized that bids through indirect representation would be disqualified immediately.
Another key condition is financial muscle. Only businesses with a net worth or average turnover of at least INR 300 crore can apply. This threshold ensures that only established and financially stable brands compete for the prestigious spot on India’s jerseys.
Timeline and impact on upcoming events
Interested parties must purchase the Invitation for Expression of Interest (IEOI) by September 12. The bid submission date has been set for September 16, leaving no time to finalize a new sponsor before the Asia Cup kicks off on September 9. For the first time in years, fans may see the national side play an international tournament without a lead sponsor’s emblem.
Still, the commercial value of the deal remains enormous. The jersey sponsorship of Team India represents unparalleled global exposure, with matches broadcast to millions and a loyal fan base spread across continents.
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