‘Porn, alcohol, crypto...’: BCCI’s strict no-list for Team India’s next jersey sponsor
The Board of Control for Cricket in India (BCCI) has invited bids for the lead sponsor rights of the Indian national cricket team, following the end of its deal with fantasy sports platform Dream11.
On Tuesday, the board released an Invitation for Expression of Interest (IEOI) document, outlining the terms and conditions governing the submission and evaluation of bids. The last date to purchase the IEOI documents is 12 September, while bids must be submitted by 16 September.
BCCI Secretary Devajit Saikia confirmed to IANS last month that Dream11’s sponsorship ended following the enactment of the Promotion and Regulation of Online Gaming Act, 2025, which has had significant implications for companies operating in the online gaming sector.
Dream11 had signed a three-year sponsorship deal worth ₹358 crore in July 2023, replacing edtech firm Byju's as the lead sponsor.
Strict eligibility and compliance norms
The BCCI stated that the IEOI document will be shared only upon receipt of a non-refundable fee of ₹5 lakh, plus applicable GST. Payment confirmation must be emailed to the BCCI at sponsorship@bcci.tv in accordance with Annexure A of the IEOI.
However, purchasing the IEOI does not guarantee eligibility to bid. Only entities that meet the eligibility criteria outlined in the document will be permitted to submit bids.
According to the financial requirements, a bidder must have either:
- An average turnover of at least ₹300 crore over the past three years; or
- An average net worth of at least ₹300 crore, as per the last three audited accounts.
- Further, the bidder must qualify as a ‘Fit and Proper Person’, meaning they must:
- Not have any criminal conviction for offences involving moral turpitude, economic offences, or fraud;
- Not have any conflict of interest under BCCI’s Conflict of Interest Rules;
- Not be categorised as a wilful defaulter by the Reserve Bank of India;
- Possess a reputation for integrity.
Online gaming, gambling, crypto entities barred
In line with the newly passed Online Gaming Act, the BCCI has barred:
- Companies involved in online money gaming, betting or gambling, whether in India or abroad;
- Entities having any investment or ownership stake in such businesses;
- Companies engaged in cryptocurrency, crypto exchange, token issuance, or any similar activities.
- Additionally, surrogate branding—where a different name or entity is used to conceal the actual brand behind the bid—is strictly prohibited. This includes any attempt to indirectly represent a prohibited brand or category.
- Bidders involved in multiple product categories, including prohibited categories, will not be permitted to submit bids for those specific categories.
The list of prohibited brand categories includes:
- Alcohol
- Betting and gambling services
- Cryptocurrency
- Online money gaming
- Tobacco
- Pornographic or morally offensive material
Meanwhile, brand categories already represented by current BCCI sponsors are considered locked, including:
- Athleisure and sportswear
- Banking and financial services
- Non-alcoholic beverages
- Home appliances (e.g., fans, mixer grinders)
- Insurance
BCCI reserves right to amend process
The BCCI reserves the right to cancel or amend the IEOI process at any stage, without offering reasons.
Eligible parties wishing to bid must either be the original purchaser of the IEOI or belong to the same group of companies as the purchasing entity.
The non-refundable fee paid by any bidder--successful or otherwise--will not be adjusted against any future payments or entitlements.