The Board of Control for Cricket in India (BCCI) has terminated its jersey sponsorship deal with Dream11, ending the fantasy gaming platform’s short-lived tenure as the title sponsor of India’s national cricket teams. The decision comes just weeks before the 2025 Asia Cup, leaving the BCCI to line up fresh commercial partners at a critical juncture.
End of the Dream11 Era
Dream11 entered into a three-year contract with the BCCI in 2023, reportedly valued at ₹358 crore (US$40.8 million). The deal positioned the platform as a high-profile backer of Indian cricket, building on its previous visibility as IPL title sponsor in 2020 and official fantasy partner for the International Cricket Council (ICC).
However, regulatory changes have forced the brand to scale back. Following the Promotion and Regulation of Online Gaming Bill, 2025, which bans money-based online gaming and its promotion, Dream11 shuttered its paid gaming operations — a core driver of revenue. The sponsorship termination was agreed without heavy penalties, with contractual provisions allowing for exit in the event of adverse government policy.
BCCI’s Strategic Reset
BCCI secretary Devajit Saikia confirmed the split, stating that the board will avoid future deals with companies in the online gaming sector. For the governing body, this decision reflects not only compliance with new regulation but also a strategic repositioning of its commercial portfolio.
The move follows a turbulent history of jersey partnerships. Byju’s, Dream11’s predecessor, withdrew from its deal amid financial struggles despite paying an estimated US$55 million in its cycle. Prior to that, Sahara also faced instability during its long-term run as shirt sponsor. With three consecutive exits linked to financial headwinds, the BCCI is under pressure to secure a sponsor with greater long-term security.
Potential New Partners
According to reports, Japanese automaker Toyota and an unnamed fintech startup are in advanced discussions to step in as replacement sponsors. For Toyota, such a deal would build on its growing cricket footprint, with existing partnerships with the England and Wales Cricket Board (ECB) and Cricket Australia. A deal with the BCCI would significantly scale its presence in the sport’s largest and most commercially valuable market.
Wider Industry Impact
Dream11’s retreat is not limited to India’s national teams. The brand has invested heavily across global cricket, from tie-ups with the Big Bash and Caribbean Premier League to financial backing of the European Cricket Network (ECN). With revenue under pressure, its withdrawal from these partnerships may reshape funding models for secondary cricket competitions worldwide.
For the BCCI, the development also raises questions about other fantasy gaming-linked contracts, including the IPL’s ₹625 crore (US$71.3 million) agreement with My11Circle. With gaming operators recalibrating spending, the board may need to diversify its sponsorship categories to mitigate reliance on volatile segments.
Strategic Outlook
While Dream11 exits, the sponsorship property remains one of the most valuable in world sport. The Indian national cricket jersey continues to command extraordinary visibility, underpinned by India’s global cricket dominance and its unparalleled broadcast reach.
Should Toyota or another multinational step in, the BCCI would not only secure financial continuity but also realign its brand association away from the politically sensitive gaming sector — potentially turning a regulatory setback into a more sustainable commercial foundation.
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