The Indian cricket team, one of the most commercially lucrative sporting entities in the world, faces an unprecedented challenge as it heads into the Asia Cup 2025 without a lead jersey sponsor. The recent withdrawal of fantasy sports platform Dream11, following the passage of the ‘Promotion and Regulation of Online Gaming Bill, 2025’ in the Indian Parliament, has left the Board of Control for Cricket in India (BCCI) scrambling to find a replacement in time for the tournament, which begins on September 9, 2025, in the United Arab Emirates (UAE). This development marks a significant moment in Indian cricket’s commercial landscape, raising questions about the team’s branding, financial implications, and the broader impact of India’s new online gaming legislation. This article delves into the reasons behind Dream11’s exit, the challenges the BCCI faces, potential contenders for the sponsorship, and the wider ramifications for Indian cricket.
The Dream11 Exit: A Legal and Commercial Blow
Dream11, a leading fantasy sports platform, signed a ₹358 crore deal with the BCCI in July 2023 to become Team India’s lead jersey sponsor for three years, covering both home and away matches. The agreement, valued at approximately ₹3 crore per home game and ₹1 crore per away fixture, was seen as a major coup for the BCCI, given Dream11’s massive user base and prominence in India’s sports marketing ecosystem. The company’s logo became a familiar sight on Team India’s jerseys, replacing the troubled ed-tech firm Byju’s, which had faced legal and financial controversies.
However, the passage of the ‘Promotion and Regulation of Online Gaming Bill, 2025’ by both houses of the Indian Parliament in August 2025 has upended this partnership. The bill, which received presidential approval, imposes a blanket ban on real-money gaming platforms, including fantasy sports operators like Dream11. The legislation prohibits such platforms from operating or advertising in India, effectively dismantling Dream11’s core business model. As a result, Dream11 has reportedly decided to withdraw as Team India’s lead sponsor, with sources indicating that the company is “not willing to continue its deal” with the BCCI.
The timing of this exit could not be worse for the BCCI. With the Asia Cup just weeks away, jerseys featuring the Dream11 logo have already been printed but are now unlikely to be used. According to reports, the BCCI is faced with the prospect of Team India taking the field in Dubai and Abu Dhabi without a lead sponsor’s logo on their jerseys—a rare and symbolically significant occurrence for a team of India’s stature.
The BCCI’s Response and the Search for a New Sponsor
The BCCI, known for its financial acumen and ability to attract high-value sponsors, is now in a race against time to secure a new lead sponsor before the Asia Cup begins. BCCI Secretary Devajit Saikia has reiterated the board’s commitment to adhering to national laws, stating, “If it’s not permissible, we’ll not do anything. The BCCI will follow every policy of the country that is framed by the central government.” This stance underscores the BCCI’s intent to comply with the new legislation, even if it means parting ways with a major partner like Dream11.
The BCCI is expected to invite fresh bids for jersey sponsorship rights in the coming days, but the compressed timeline poses a significant challenge. With less than two weeks until the tournament, securing a new sponsor and reprinting jerseys in time seems unlikely. Reports suggest that the BCCI held an emergency meeting, chaired by interim president Rajeev Shukla, to discuss the sponsorship crisis, but no concrete timeline for finalizing a new deal was established.
The absence of a lead sponsor for the Asia Cup could have both financial and reputational repercussions. Financially, the loss of Dream11’s ₹358 crore deal, even if partially fulfilled, represents a significant hit to the BCCI’s revenue stream. Reputationally, the sight of Team India playing without a sponsor’s logo could dent the board’s image as a commercial powerhouse. However, the BCCI’s track record suggests that it will eventually secure a high-value replacement, given the immense marketability of the Indian cricket team.
Potential Contenders for the Sponsorship
Despite the urgency, the BCCI is unlikely to struggle to find interested parties for Team India’s jersey sponsorship. The Indian cricket team remains one of the most valuable brands in global sports, with a massive fan base and unparalleled visibility. Several industries and companies have been identified as potential contenders to replace Dream11.
Fintech Firms: Companies like Zerodha, Angel One, and Groww, which have seen exponential growth in India’s fintech sector, could view the sponsorship as an opportunity to expand their customer base. These firms have democratized access to stock trading and mutual funds, and aligning with Team India could enhance their brand visibility.
Conglomerates: Legacy companies such as the Tata Group, Reliance, and the Adani Group are strong contenders. The Tata Group is already a major player in cricket, sponsoring the Indian Premier League (IPL), while Reliance Jio has investments in sports broadcasting and sponsorship. The Adani Group, with its growing presence in sports ventures, could also see this as a strategic opportunity.
Automobile and FMCG Companies: Major automobile manufacturers like Toyota, which has reportedly shown interest, and fast-moving consumer goods (FMCG) companies could also vie for the sponsorship. These industries have a history of investing in sports to reach India’s vast consumer market.
Other Industries: The BCCI could also attract bids from technology firms, e-commerce platforms, or even international brands looking to tap into India’s cricket-crazy population. The sponsorship deal is expected to surpass the value of the Dream11 contract, with sources indicating that the BCCI is aiming for a higher financial commitment.
While the BCCI has time to finalize a new sponsor before India’s home series against the West Indies later in September 2025, the immediate focus is on the Asia Cup. If no sponsor is secured in time, Team India will likely play the tournament without a lead logo, a scenario that has not occurred in recent memory.
The Broader Impact of the Online Gaming Bill
Dream11’s exit is not an isolated incident but part of a broader trend affecting India’s sports sponsorship landscape. The ‘Promotion and Regulation of Online Gaming Bill, 2025’ has far-reaching implications, particularly for fantasy sports platforms that have become major players in cricket sponsorship. Companies like Dream11 and My11Circle have heavily invested in the IPL, domestic tournaments, and national team sponsorships, leveraging cricket’s popularity to promote their platforms. The ban on real-money gaming effectively severs this revenue stream, forcing these companies to pivot or scale back their marketing efforts.
The legislation also raises questions about the future of sports sponsorship in India. With real-money gaming platforms sidelined, the BCCI and other sports bodies will need to diversify their sponsorship portfolios. This shift could open the door for traditional industries like FMCG, automotive, and conglomerates, as well as emerging sectors like fintech and technology, to take center stage.
Moreover, the bill’s impact extends beyond cricket. Other sports, such as kabaddi and football, which have also benefited from fantasy sports sponsorships, may face similar challenges. The ban could lead to a temporary dip in sponsorship revenue across Indian sports until new players fill the void.
Historical Context: A Pattern of Sponsorship Disruptions
Dream11’s exit adds to a growing list of high-profile sponsorship disruptions for Team India. Over the years, several lead sponsors have parted ways with the BCCI due to financial or legal troubles:
Sahara (2001–2013): The Sahara Group faced regulatory issues with the Securities and Exchange Board of India (SEBI), leading to its exit as Team India’s sponsor.
Star India (2014–2017): The media conglomerate was subjected to a probe by the Competition Commission of India, impacting its tenure.
Oppo (2017–2020): The Chinese smartphone manufacturer withdrew early due to financial constraints.
Byju’s (2020–2023): The ed-tech firm’s sponsorship ended amid legal disputes over unpaid dues, with the BCCI taking the company to court.
Dream11’s departure, driven by legal changes rather than financial distress, marks a new chapter in this saga. However, it underscores the volatility of sports sponsorships, particularly when regulatory or economic shifts disrupt business models.
The Asia Cup 2025: A Test for Team India
On the field, Team India remains a formidable force heading into the Asia Cup 2025. Led by Suryakumar Yadav, with Shubman Gill as vice-captain, the 15-member squad is poised to compete against strong opponents like Pakistan, Oman, and the UAE in Group A. The tournament, scheduled from September 9 to 28 in Dubai and Abu Dhabi, is a key event in the cricketing calendar, and India enters as favorites following their T20 World Cup triumph.
However, the absence of a jersey sponsor could cast a shadow over the team’s campaign. While the players are unlikely to be distracted by off-field developments, the lack of a sponsor’s logo may draw attention to the BCCI’s commercial challenges. Former cricketer Virender Sehwag, in a promotional video for the tournament, expressed confidence in India’s chances, stating, “We are world champions. We just won the T20 World Cup, and I am sure that we are the best team in the Asia Cup, and hopefully we will win.”
Looking Ahead
The withdrawal of Dream11 as Team India’s lead sponsor ahead of the Asia Cup 2025 is a significant setback for the BCCI, but it also presents an opportunity to redefine the team’s commercial partnerships. The ‘Promotion and Regulation of Online Gaming Bill, 2025’ has reshaped the sports sponsorship landscape, forcing the BCCI to adapt to a new reality. While the immediate challenge is to secure a replacement sponsor before the tournament, the long-term outlook remains positive, given the Indian cricket team’s global appeal.
As the BCCI navigates this crisis, the focus will be on balancing compliance with national laws and maintaining the team’s commercial dominance. Whether Team India takes the field with a new sponsor or a blank jersey, the Asia Cup 2025 will be a defining moment for Indian cricket, both on and off the pitch. The world will be watching—not just for the cricket, but for how one of the sport’s biggest powerhouses responds to this unexpected challenge.
