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'Alcohol, Pornography…’: BCCI’s Strict Rules For Choosing Team India’s Next Title Sponsor

The Cricket Standard Desk
September 3, 2025
3 min read
Team India jersey with sponsor space blank.
📰News

‘Alcohol, Pornography…’: BCCI’s Strict Rules For Choosing Team India’s Next Title Sponsor

The BCCI has formally invited bids to pick Team India’s next title (lead) sponsor, setting out a clear rulebook on who can — and cannot — participate. The move comes after Dream11 ended its association following new rules that prohibit real‑money online gaming. With deadlines set for mid‑September, the board aims to bring in a compliant, long‑term partner while keeping out prohibited and “blocked” brand categories.

What’s In The Invitation

The board has released an Invitation for Expression of Interest (IEOI) that explains who can buy the document, how to submit a bid, and the conditions that will be used to evaluate applicants. There’s a non‑refundable fee to access the IEOI, and simply purchasing it doesn’t guarantee the right to bid; bidders must also meet eligibility and compliance requirements.

Key dates:

  • Last date to purchase the IEOI: September 12

  • Last date to submit bid documents: September 16

  • The board can amend or cancel the process without assigning reasons

Financial And Fit‑And‑Proper Criteria (Simple Summary)

To qualify, a bidder must meet either one:

  • Average turnover of at least Rs 300 crore over the last three audited years, or

  • Average net worth of at least Rs 300 crore over the last three audited years

Plus, “Fit and Proper Person” checks apply:

  • No convictions for fraud, economic offences, or crimes involving moral turpitude

  • No conflict of interest under BCCI’s rules

  • Not a wilful defaulter

  • Strong integrity and reputation

Only the entity that purchased the IEOI (or a company in its Group) can submit a bid. The IEOI fee will not be refunded.

Prohibited Categories (Not Allowed To Bid)

  • Alcohol products

  • Betting or gambling services

  • Cryptocurrency businesses (trading, exchanges, tokens, similar)

  • Online money gaming or any activity restricted by law

  • Tobacco

  • Any category “likely to offend public morals,” including pornography

Surrogate branding is explicitly banned. No one can bid by disguising a prohibited category under another brand, entity, logo, or name.

Blocked Categories (Already Covered With Existing Partners)

Even eligible companies cannot bid in categories where the board already has sponsors. These include:

  • Athleisure and sportswear

  • Banks/financial services/NBFCs

  • Non‑alcoholic cold beverages

  • Fans, mixer grinders, safety locks

  • Insurance

If a company operates multiple brands and any one of them falls into a blocked or prohibited category, it cannot submit a bid for that category.

Context: Why This Is Happening Now

Dream11 exited early after the new law against real‑money gaming made it unviable to continue as lead sponsor. The board won’t penalise the outgoing sponsor given the regulatory change. With competitive timelines and a packed calendar ahead, the BCCI wants a credible, regulation‑compliant partner that aligns with legal norms and public sensibilities.

What To Expect Next

A shortlisting process will follow once bids are in, with the board free to adjust timelines and terms. If the deal is not finalised before the next assignment, the team could take the field without a lead sponsor temporarily — a cosmetic change that doesn’t affect broadcast or scheduling.