BCCI Sponsorship Hunt: New Partnerships with Adidas, BYJU’S & More

 

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BCCI Sponsorship Hunt: New Partnerships with Adidas, BYJU’S & More

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The BCCI is scrambling to find a jersey sponsor after Dream11’s exit due to legalities. Brands like Adidas and ed-tech leaders are potential contenders.

1. Backdrop: Dream11’s Exit Sparks New Hunt

In late August 2025, the BCCI faced an urgent dilemma: Dream11, the Team India jersey sponsor, began negotiating an exit from its ₹358 crore, three-year deal signed in 2023. This stemmed from the Indian government’s new Promotion and Regulation of Online Gaming Act, which prohibits real-money online games and bars their promotion through advertising or sponsorships . With the Asia Cup starting on September 9, 2025, the board has limited time to secure a replacement .

Business tycoon Harsh Goenka poignantly dubbed this scenario the "jersey jinx", referencing the recurring pattern where prominent brands—like Sahara, Star India, Micromax, Paytm, Oppo, BYJU’S, and Dream11—undergo volatility after tying up with Team India .

2. What Makes Jersey Sponsorship So Risky?

Sahara’s fall under SEBI probes, Star India’s antitrust pressures, Oppo’s exit amidst geopolitical tensions, and BYJU’S financial collapse illustrate how even high-profile brands struggle under the pressures of visibility .

BYJU’S, in particular, engaged BCCI through 2019–2023 but faced legal action over unpaid dues approaching ₹158–₹160 crore. BCCI initiated insolvency proceedings; although arbitration was explored, the issue ultimately went before the NCLT, with eventual out-of-court settlements involving personal guarantees .

These case studies underscore the high-stakes gamble that jersey sponsorship entails: massive exposure but a high risk of reputational or financial fallout .

3. The Role of Adidas: Kit Sponsor, Not Jersey Sponsor

It’s important to distinguish between kit and jersey sponsorship. Adidas secured the exclusive kit sponsorship rights for Team India in a five-year contract running until March 2028. They are responsible for manufacturing jerseys and other apparel, and the deal covers men’s, women’s, and youth teams .

However, Adidas is not the jersey sponsor—the brand whose logo appears prominently on the front of the Team India jersey. That remains an open slot.

4. Who's Eyeing the Jersey Sponsorship Spot?

While formal contenders are not publicly listed yet, speculation includes ed-tech players like BYJU’S, though their troubled finances make a revival unlikely. It’s also possible that newer tech brands or non-gambling platforms could step in. BCCI has invited expressions of interest and released an Invitation to Tender (ITT), with strict eligibility criteria—excluding categories like sportswear, liquor, betting, crypto, tobacco, and so on .

Given the “jinx” history, BCCI likely will be cautious, opting for brands with financial stability, no regulatory baggage, and long-term strategic alignment with cricket.

5. Timing Is Everything

With the Asia Cup just around the corner, the BCCI is under the gun to finalize a deal. The sponsorship will be a high-visibility branding opportunity during a marquee tournament. But rushing could repeat past mistakes where brand hype overshadowed due diligence.

6. Why This Matters

For BCCI: Jersey sponsorship brings in significant revenue and visibility. Landing a reliable, credible partner now could stabilize operations during a politically sensitive and high-stakes period.

For Brands: It’s a once-in-a-generation platform. But visibility must be weighed against operational resilience—especially in volatile sectors like ed-tech or gaming.

My Opinion

This is a pivotal moment for BCCI. The “jersey jinx” looms large in boardrooms—not just a superstition, but a pattern entrenched in harsh realities of sponsors facing regulatory, financial, or reputational collapse. BCCI’s challenge is to balance financial attractiveness with strategic safety.

Adidas has already solidified its presence with kit sponsorship, but the jersey logo spot remains the crown jewel. Brands like BYJU’S might appear tempting due to past association, but given their legal and financial turbulence, partnering again could reignite risks.

Instead, BCCI should consider approaching stable, diversified companies—be it in tech (like ed-tech platforms with clean financials), FMCG, or consumer goods. The key is to ensure sound financial backing, commitment to compliance, and long-term brand integrity.

If done right, this sponsorship could redefine the narrative—from jinx to jewel—by pairing cricket visibility with brand solidity. Otherwise, the jersey might soon bear another logo destined to crumble under the glare.

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