The BCCI has quietly upped Team India’s jersey sponsorship base prices, and the cricketing community is noticing. Sponsors eyeing the Indian kit must now play in the big league—₹3.5 crore per home or away bilateral, and ₹1.5 crore for ICC/ACC spectacles. Clearly, front-of-shirt visibility still creates tangible value in sport.
Money, meaning, and the maths
The increase is significant, but not surprising. In the past, the bilateral price was around ₹3.17 crore, and the multilateral price was around ₹1.12 crore. The BCCI is recalibrating the market by taking the floor to ₹3.5 crore. The board is seeking sponsorship across a three-year cycle of about 130 matches. Even a conservative per-match bid across that cycle could mean overall revenues greater than ₹400 crore for the sponsorship window. The World Cup windows in 2026 and 2027 will be the places brands will expect to see the biggest spikes in viewership and commercial opportunity.
Who can’t bid (and why it matters)
Rules matter just as much as price. The Invitation for Expression of Interest clearly prohibits gaming, betting, crypto, and tobacco companies. The EoI also excluded categories that would compete with current BCCI partners, naming some athleisure and sportswear companies, banks, a limited number of beverage brands, fan and mixer grinder manufacturers, producers of safety locks, and insurance companies. Those exclusions were specified following the Promotion and Regulation of Online Gaming Act, 2025, which led to Dream11’s exit, leaving the board cautious of regulated sponsors. The bottom line is this property is being marketed to attract mainstream consumer brands who want a clean, uncontested association.
Timing, visibility, and brand calculus
Calendar timing is simple and cruel. The bidding has been set for September 16, and the Asia Cup begins on September 9, meaning that any front-of-shirt partner will be absent from the first matches of the tournament. On top of timing, placement matters – bilateral series will quite often see logo presentation frontage on shirts with many miles of prime time TV possibilities, while ICC and ACC matches may restrict brand exposure to sleeves and other secondary locations. The auction reserve pricing considers limited time filming, eyeballs looking at the camera, impressions, and sponsorship return, and smart bidders will align their marketing calendar’s timing with matches that best represent bang for their buck. Expect shortlist drama – reckon two or three household brands, maybe a mainstream tech brand, and an ambitious challenger. The bidding day could be corporate theatre, more so if the plan is associated with activation plans that are shared with attendees immediately after the bid is awarded.
This is more than just a tinkering with sticker price: it is the BCCI recalibrating commercial control, protecting value for existing partners, and replacing exposure to coincide with important events. For fans, it may provide a short period of plain shirts; for brands, it is an auction with big-time stakes — deep pockets and some clever calendar planning. What type of company would you like to eventually wear the badge next — a domestic champ, a global behemoth, or a daring newcomer? Let me know your pick and why.
For more, visit JeetBuzz News to read our quality Cricket Blog updates. Explore if you want to reminisce and enjoy all of your favourite cricket players and nostalgic match moments. To ensure that you never miss out, keep updated and join in the fun!
