With Dream11 stepping away from its lead sponsorship role following the enactment of the Promotion and Regulation of Online Gaming Act, 2025, the Board of Control for Cricket in India (BCCI) has introduced a fresh set of conditions for companies aiming to partner with Team India.
The board has made it clear that sponsorship will not only depend on financial capacity but also on compliance with ethical standards and business eligibility. Interested firms must purchase the Expression of Interest (IEOI) by September 12, 2025, and submit their final bids no later than September 16, 2025.
Eligibility and Ethical Standards for Bidders
The BCCI has established a strict eligibility threshold to filter applicants. Companies are required to demonstrate either an average turnover of ₹300 crore over the last three audited financial years or maintain a net worth of at least ₹300 crore during the same period.
Beyond financial strength, the board emphasizes moral and legal integrity. Firms or their key officials cannot have criminal convictions, be classified as willful defaulters by the Reserve Bank of India, or have any conflicts of interest under BCCI’s framework.
To further safeguard its reputation, the board insists that potential sponsors uphold the “fit and proper person” criteria. This rule prevents entities engaged in fraudulent, unethical, or morally questionable practices from associating with Indian cricket. The BCCI also reserves absolute discretion to reject bids if it deems any applicant unsuitable, regardless of technical compliance.
Prohibited Categories and Sectoral Restrictions
The new policy makes it explicitly clear which businesses are barred from sponsorship. Online money gaming platforms, betting services, and cryptocurrency businesses are strictly disqualified, whether operating directly or through subsidiaries. Additionally, no surrogate bidding—where companies attempt to apply under alternate names or brand identities—will be accepted.
Certain industries are restricted due to BCCI’s existing partnerships, meaning firms from athleisure, financial services, beverages, insurance, and consumer appliances cannot apply. The outright prohibited list includes alcohol, gambling, tobacco, crypto exchanges, and any brand that may harm public decency, such as pornography. These exclusions highlight BCCI’s effort to align sponsorships with socially acceptable and legally compliant businesses.
The board has also retained the right to amend, suspend, or cancel the bidding process at any stage without providing explanations. By tightening sponsorship norms, the BCCI seeks to protect cricket’s image while ensuring partnerships come from credible, financially sound, and ethically responsible organizations.
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