Why BCCI Needs a New Partner
BCCI has had a long‑standing policy of blocking sponsorship bids from sectors such as betting, cryptocurrency, tobacco, and real‑money gaming. With Dream11 now effectively falling into a prohibited category, the cricket board will have to identify an alternative sponsor that can bring both financial strength and brand credibility on a global stage. The challenge will be finding a partner that balances financial muscle with long‑term stability in a cluttered sponsorship landscape.
Legacy Conglomerates: The Safest Bet
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When it comes to dependable and deep‑pocketed sponsors, India’s corporate giants stand out.
Tata Group already enjoys a close association with Indian cricket as the title sponsor of the Indian Premier League. Its diversified portfolio and legacy make it a strong candidate for the national team’s jersey.
Reliance Industries has used its telecom brand Jio to build a massive presence in sports broadcasting and sponsorship. Reliance’s steady commitment to building India’s sporting ecosystem could also extend to national team sponsorship.
Adani Group has invested significantly in sports infrastructure and teams, notably in kabaddi and women’s cricket. Their ambitions to link business with sports development make them a credible alternative.
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FinTech and Insurance: Rising Digital Brands
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India’s fintech boom could also produce the next big sponsor for Team India. Online trading and investment platforms such as Zerodha, Angel One, and Groww have rapidly built strong consumer bases and brand recall. Associating with cricket could help them reach new audiences nationwide. Similarly, insurance companies and digital finance platforms—already among the heaviest advertisers in sports—could look at jersey sponsorship as a premium branding opportunity.
Automobiles and FMCG: Tried and Tested Allies
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Beyond finance, two other industries stand out:
- Automobile majors like Mahindra & Mahindra and Toyota could leverage cricket to reinforce their strong brand presence, especially as they expand electric vehicle offerings in India.
- FMCG brands, with their massive mass‑market appeal, have a long history of cricket sponsorship. Pepsi, for example, has been closely associated with the sport for decades and could once again consider a comeback. Others in the segment, from beverages to packaged goods, may also see jersey sponsorship as a chance to unlock unparalleled consumer engagement.
The Road Ahead for BCCI
The eventual replacement for Dream11 will need to be an entity that can command both financial stability and mass consumer reach. Cricket remains the most powerful marketing platform in India, and the visibility on Team India’s jersey is unmatched. Whether BCCI leans towards industrial giants, digital‑first fintech firms, or globally loved consumer brands, the decision will shape the commercial landscape of Indian cricket for years to come.
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