The Board of Control for Cricket in India (BCCI) on Monday confirmed that the board and Dream11 are ending their ₹358-crore jersey sponsorship deal.
This comes after the passage of the Promotion and Regulation of Online Gaming Bill, 2025 following which the fantasy gaming platform announced winding up of its real money gaming operations.
BCCI Secretary Devachit Saikia told news agency ANI that the cricket board will not engage with such organisations in the future. “BCCI and Dream 11 are discontinuing their relationship after the Promotion and Regulation of Online Gaming Bill, 2025, was passed. BCCI will ensure not to indulge with any such organisations ahead in future,” he said.
The Union government’s newly enacted Bill prohibits the promotion, advertising and sponsorship of real-money gaming platforms. This makes it difficult for Dream11 to continue as Team India’s jersey sponsor.
Dream11 had signed a three-year agreement with the BCCI in 2023 and is one of the biggest advertisers in India. Its parent company, Dream Sports, spent about ₹2,964 crore on advertising and promotions in FY23, a 37% increase from the previous year.
Also Read: Gaming ads may take a hit; actors, cricketers treading cautiously
Industry estimates suggest fantasy sports platforms together spend over ₹5,000 crore annually on marketing. The new law is expected to significantly disrupt this advertising ecosystem.
With just weeks left for the Asia Cup, BCCI faces a tight timeline to secure a new front-of-jersey sponsor. However, given that it is one of the most lucrative assets in Indian cricket, industry observers believe the board will not face much difficulty in finding a replacement.
The jersey sponsorship slot has long been considered a high-value but high-risk property. Several previous sponsors, including Sahara and Byju’s, faced regulatory or financial challenges soon after taking on the deal, a trend industry insiders have dubbed the “jersey jinx.”
Dream11 now appears to be the latest sponsor caught in this recurring cycle.
This comes after the passage of the Promotion and Regulation of Online Gaming Bill, 2025 following which the fantasy gaming platform announced winding up of its real money gaming operations.
BCCI Secretary Devachit Saikia told news agency ANI that the cricket board will not engage with such organisations in the future. “BCCI and Dream 11 are discontinuing their relationship after the Promotion and Regulation of Online Gaming Bill, 2025, was passed. BCCI will ensure not to indulge with any such organisations ahead in future,” he said.
The Union government’s newly enacted Bill prohibits the promotion, advertising and sponsorship of real-money gaming platforms. This makes it difficult for Dream11 to continue as Team India’s jersey sponsor.
Dream11 had signed a three-year agreement with the BCCI in 2023 and is one of the biggest advertisers in India. Its parent company, Dream Sports, spent about ₹2,964 crore on advertising and promotions in FY23, a 37% increase from the previous year.
Also Read: Gaming ads may take a hit; actors, cricketers treading cautiously
Industry estimates suggest fantasy sports platforms together spend over ₹5,000 crore annually on marketing. The new law is expected to significantly disrupt this advertising ecosystem.
With just weeks left for the Asia Cup, BCCI faces a tight timeline to secure a new front-of-jersey sponsor. However, given that it is one of the most lucrative assets in Indian cricket, industry observers believe the board will not face much difficulty in finding a replacement.
The jersey sponsorship slot has long been considered a high-value but high-risk property. Several previous sponsors, including Sahara and Byju’s, faced regulatory or financial challenges soon after taking on the deal, a trend industry insiders have dubbed the “jersey jinx.”
Dream11 now appears to be the latest sponsor caught in this recurring cycle.
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