The sponsorship landscape of Indian cricket has entered a phase of uncertainty after the government’s decision to clamp down on real money gaming. This move has directly affected Dream11, one of the most visible brands in Indian sports, and raised questions about the future of its deals with the Board of Control for Cricket in India (BCCI).
Dream11 is the primary revenue source for its parent company Dream Sports. The fantasy platform has been a familiar name for cricket followers, featuring on team jerseys and television ads during major tournaments. However, the new Promotion and Regulation of Online Gaming Bill, 2025, has forced the company to stop its cash-based games and contests, which were the backbone of its business model. With the ban in place, the three-year jersey sponsorship contract valued at ₹358 crore is now uncertain.
BCCI secretary Devajit Saikia stated that the board will follow the law of the land. He explained that if the situation demands action before events such as the Asia Cup, the board will take the next step. While there are options for BCCI to consider other sponsors, officials have clarified that they would rather go without a sponsor in the short term than sign a weak replacement deal.
This is not the first time Indian cricket has faced such a situation. During the 2023 World Test Championship final in England, the team had no jersey sponsor. If the Dream11 deal collapses, the Indian team might once again walk onto the field without a brand logo on their jerseys.
Industry observers say that Dream11 invested heavily in cricket sponsorships mainly to promote its fantasy gaming business. If that business can no longer operate, there is little sense in continuing to spend on advertising and sponsorship. Dream11 itself has not commented on the matter, but the impact on its visibility and long-term strategy is already being debated.
The company has tried to reassure stakeholders by highlighting its portfolio of other businesses, which include DreamSetGo, Dream Game Studios, and the Dream Sports Foundation. It has also promised to continue supporting sports in India, aligning itself with the broader goal of making the country a global sporting power. Still, the loss of its main fantasy platform is a major setback.
BCCI has had difficult experiences with short-term sponsorships before. A previous deal with a garment company named Killer did not live up to expectations and was poorly received by the market. That is why the board is cautious about rushing into a quick replacement for Dream11.
At the same time, BCCI has a larger deal with My11Circle for the Indian Premier League worth ₹625 crore, which runs until IPL 2028. This gives the board some breathing space as it weighs its options for the national team’s jersey sponsor. Officials will look for a strong brand that can match Indian cricket’s global standing if Dream11 cannot continue.
The outcome of this situation will be closely watched, not only by cricket fans but also by companies seeking to link their brand with the sport. Sponsorship in Indian cricket is not only a commercial opportunity but also a matter of prestige. With Dream11’s future uncertain, the coming months will show whether BCCI chooses patience over compromise.
RP
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