BCCI Sets Higher Valuation for Indian Cricket Team Sponsorship
The Board of Control for Cricket in India (BCCI) has recently announced a new base price for sponsoring the Indian cricket team, increasing the valuation from the previous sponsor, Dream11. The new reserve price set by BCCI is reportedly INR 3.5 crore for bilateral matches and around INR 1.5 crore for multilateral fixtures, particularly in ICC and ACC competitions.
Valuation Increase
Industry sources have indicated that these new figures are slightly higher than the current rates, which are at INR 3.17 crore for bilateral games and INR 1.12 crore for multilateral matches. With this revision, BCCI aims to achieve a minimum valuation uplift of over 10 percent for bilateral contests and around three percent for multilateral tournaments.
It’s important to note that the difference in valuation between the two types of matches is logical. Sponsors receive more visibility during bilateral matches when their brand name is prominently displayed on the players’ chests compared to ICC and ACC events where the brand mention is limited to the sleeves.
Future Sponsorship
The sponsorship deal is expected to cover the next three years, with sources revealing that approximately 130 matches are scheduled during this period, including the T20 World Cup in 2026 and the ODI World Cup in 2027. Based on the revised base price, BCCI could potentially earn more than INR 400 crore, with the final figure possibly exceeding that amount.
The bidding process for the sponsorship is set for September 16, which means there won’t be a new sponsor in place before the Asia Cup starting on September 9. A senior BCCI official confirmed that the chances of an interim arrangement are slim.
Expression of Interest
On September 2, BCCI released the Invitation for Expression of Interest for the Indian team’s Lead Sponsor Rights, specifying that gaming, betting, crypto, and tobacco brands are prohibited from bidding. Additionally, athleisure and sportswear manufacturers, banking and financial companies, non-alcoholic beverages, fans, mixer grinders, safety locks, and insurance companies will also not be eligible due to potential conflicts with existing sponsors of BCCI.
The need for a new sponsor arose following the departure of Dream11, the previous sponsor, due to the impact of the government’s Promotion and Regulation of Online Gaming Act, 2025, which restricts the operations of real-money gaming companies in the country.
Overall, BCCI’s decision to raise the valuation for sponsoring the Indian cricket team reflects the board’s strategy to maximize revenue opportunities and attract premium sponsors to support the national team in upcoming tournaments.
Impact on Sponsorship Landscape
The increase in the base price for sponsoring the Indian cricket team is expected to have a significant impact on the sponsorship landscape in the sports industry. With cricket being a religion in India and the Indian team enjoying a massive fan following both domestically and internationally, companies see immense value in associating their brands with the team. The higher valuation set by BCCI signifies the premium nature of this sponsorship opportunity and is likely to attract a wide range of interested parties vying to be the next sponsor of the team.
Brand Exposure and Visibility
For sponsors, the visibility and exposure they receive through sponsoring the Indian cricket team are invaluable. The Indian team is one of the most-watched and followed cricket teams globally, with matches drawing massive viewership and engagement. Sponsors not only get their logo prominently displayed on the team’s jerseys during bilateral matches but also benefit from the association with a team that consistently competes at the highest level in international tournaments. This exposure can translate into increased brand awareness, credibility, and loyalty among cricket fans.
Long-Term Partnerships and Brand Building
Securing the sponsorship rights for the Indian cricket team involves more than just logo placement. It offers sponsors the opportunity to build long-term relationships with the team and its players, engage with fans through various marketing initiatives, and align their brand values with the spirit of cricket. By investing in such partnerships, brands can create a strong emotional connection with consumers, drive brand loyalty, and differentiate themselves in a competitive market.
Economic Benefits for BCCI
For BCCI, increasing the valuation for the team’s sponsorship not only reflects the value of the Indian cricket brand but also presents an opportunity to boost its revenue streams. The substantial interest generated by the sponsorship deal bidding process can result in lucrative agreements that contribute to the financial health of the board. With the revenue generated from sponsorships, BCCI can further invest in infrastructure development, player welfare programs, grassroots cricket initiatives, and other strategic initiatives to strengthen Indian cricket at all levels.
Strategic Considerations for Sponsors
As companies evaluate the opportunity to sponsor the Indian cricket team, they must consider various strategic factors beyond just the financial aspect. Understanding the target audience, aligning brand values with the ethos of cricket, leveraging the association for marketing campaigns, and maximizing the return on investment are critical considerations for potential sponsors. Additionally, sponsors need to navigate the restrictions on certain industries imposed by BCCI and ensure compliance with the guidelines to avoid conflicts with existing sponsors.
Conclusion
In conclusion, the decision by BCCI to set a higher valuation for sponsoring the Indian cricket team signals a new chapter in the sponsorship landscape of Indian sports. The increased base price, upcoming bidding process, and the prospect of a long-term partnership with the national team underscore the premium nature of this sponsorship opportunity. As companies prepare to vie for the coveted sponsorship rights, the stage is set for a competitive and potentially rewarding journey that not only benefits the sponsors and BCCI but also enhances the overall fan experience and support for Indian cricket.
