India’s men’s and women’s cricket teams could soon take the field without a front-of-shirt sponsor, following sweeping legislation that effectively bans real-money gaming (RMG) in the country. Dream11, the Board of Control for Cricket in India’s (BCCI) principal jersey sponsor, is preparing to shut its core business in India, creating a sudden void on one of the most valuable advertising assets in world sport.
Dream11 and the New Law
Dream11 replaced Byju’s as India’s lead shirt sponsor in July 2023 on a deal valued at ₹358 crore through March 2026. However, the Promotion and Regulation of Online Gaming Bill, 2025, cleared by both houses of Parliament and now awaiting presidential assent, prohibits online money games regardless of skill or chance.
The law also bans advertising and sponsorship of such services, and prevents banks and fintechs from processing related payments. Penalties include up to three years in prison and fines of up to ₹1 crore for operators, and up to two years/₹50 lakh for advertising breaches, rising for repeat offences.
This places Dream11’s logo on the Indian cricket shirt, along with its extensive presence across IPL franchises, in direct conflict with the new legislation.
Immediate Impact on Team India
With the Asia Cup 2025 set to begin in the UAE on September 9, there is now a scenario where India could play in a clean shirt unless a compliant replacement sponsor is secured. The BCCI is reportedly preparing contingencies, with industry outlets noting that a new tender may be launched to avoid a revenue and branding gap.
BCCI secretary Devajit Saikia has publicly stated the board will “only do what’s allowed under Indian law,” underscoring the compliance-first approach as it navigates this disruption.
Ripple Effects Across the IPL
The impact extends well beyond the national team. Dream11 has maintained partnerships across nearly every IPL franchise in roles ranging from principal partner to official sponsor. Those deals will need urgent review once the ban takes effect, leaving a wide commercial gap in India’s most valuable sports league. Marketing outlets suggest the industry is bracing for contract cancellations, asset reviews, and short-term revenue hits.
Industry Response
Reports indicate Dream Sports leadership has told employees it will wind down RMG operations in India, while pivoting to non-RMG products and international markets. The shift comes amid expectations of app closures, job cuts, and significant commercial restructuring across the sector.
Consulting Insight: Navigating a Sponsorship Shock
For the BCCI and IPL franchises, the Dream11 exit presents both a risk and an opportunity.
- Risk: India’s cricket jersey is among the most visible sponsorship platforms globally. Losing a major partner on the eve of a flagship tournament risks short-term financial gaps and brand dilution.
- Opportunity: With gaming and betting brands sidelined, new categories such as fintech, consumer tech, FMCG, and global lifestyle brands may step in to secure long-term deals. This could diversify cricket’s sponsorship base while aligning with regulatory compliance.
The broader takeaway for sports properties: regulatory volatility can disrupt even the most entrenched partnerships. Strategic foresight, diversified sponsorship portfolios, and scenario planning are essential to protecting commercial stability.
Outlook
If presidential assent arrives before the Asia Cup, the BCCI may need an interim sponsor or to field a clean kit – a rare sight for Indian cricket. Over the long term, the law’s impact will reshape sponsorship norms across Indian cricket and the wider sports ecosystem. As operators exit, the spotlight turns to which brands will step up to claim the space vacated by one of India’s most ubiquitous sports sponsors.
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