Just weeks before the Asia Cup 2025, Dream11, the fantasy sports giant that had been Team India’s title sponsor since 2023, announced its withdrawal following the adoption of the Promotion and Regulation of Online Gaming Bill, 2025. Dream11 was forced to quit as real-money gaming platforms were forbidden under the new legislation.
This has created an opportunity for new competitors to enter the market, and according to an NDTV article, Reliance Jio Infocomm Limited, Toyota Motor Corporation, and a fintech start-up have already expressed interest in acquiring the coveted sponsorship rights.
Dream11’s partnership with the Board of Control for Cricket in India (BCCI) began in 2023, with a contract of INR 358 crore that includes payments of INR 3 crore every home match and INR 1 crore for away fixture. However, due to the government’s tough stance on real-money gambling platforms, Dream11 was forced to close down. Notably, the company’s exit comes only days before the Asia Cup, which is set to begin on September 9 in the UAE, with matches held in Dubai and Abu Dhabi. BCCI Secretary Devajit Saikia stated that the board would follow national regulations.
“If it’s not permissible, we’ll not do anything. The BCCI will follow every policy of the country that is framed by the central government,” Saikia said.
The three interested parties are eager to tap into Indian cricket’s brand value
With Dream11 out of the picture, the BCCI is set to quickly finalize a new sponsor. Sources have revealed that the board is expecting a higher financial return from the next deal compared to what Dream11 had offered.
The three interested parties, Reliance Jio, Tyota, and the unnamed fintech start-up, are eager to tap into Indian cricket’s brand value. Reliance Jio, already a major player in Indian sports sponsorships, could strengthen its brand positioning by linking directly with the national team. Toyota has also been part of cricket sponsorship, most notably in the Australian cricket team’s jerseys.
If BCCI fails to secure a new sponsor before the Asia Cup, the Indian team could feature in the continental event without a lead sponsor. Notably, jerseys with Dream11’s branding had already been printed, but they will not be used during the tournament.
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