Dream11 has initiated discussions with the Board of Control for Cricket in India ( BCCI) to exit its ₹358-crore jersey sponsorship deal with the Indian cricket team ahead of the Asia Cup next month, following the Union government’s ban on money-based online games, including fantasy sports, people aware of the matter told ET.
The government’s newly enacted online gaming law prohibits the promotion, advertising and sponsorship of real-money gaming platforms. Dream11, which signed a three-year agreement with the BCCI in 2023, has indicated that continuing with the sponsorship may not be feasible under the new framework.
“Dream11 has started conversations with the BCCI to withdraw from the sponsorship contract. These are watertight agreements and cannot be exited unilaterally. It will have to be a mutual decision since the law of the land doesn’t permit advertising of banned games,” said one of the people cited above.
Dream11 is among India’s largest advertisers. In FY23, its parent company, Dream Sports, spent about ₹2,964 crore on advertising and promotions, a 37% increase over the previous year.
The new law is expected to significantly disrupt the advertising market. Industry executives estimate that fantasy sports platforms collectively spend over ₹5,000 crore annually on marketing and advertising.
Since the development comes just ahead of the Asia Cup 2025, which begins on September 9, the board has limited time to finalise a new sponsor. However, given that the front-of-jersey sponsorship is one of the most lucrative assets in Indian cricket, industry observers believe the BCCI will not face difficulty in securing a replacement.
The jersey sponsorship of the Indian cricket team has often been seen as a double-edged sword. While it is among the most prized advertising assets in the country, companies that have taken up the front-of-jersey spot have frequently faced regulatory hurdles, financial strain or reputational challenges soon after signing on.
This recurring pattern has led some industry watchers to dub it the “jersey jinx,” with Dream11 now appearing to be the latest in a line of sponsors caught in unexpected headwinds after Sahara and Byju's.
The Promotion and Regulation of Online Gaming Bill, 2025, passed by Parliament on August 21, marks a landmark step to regulate the sector. The legislation seeks to curb addiction, financial losses and social distress linked to money-based games, while promoting and regulating other forms of online gaming.
The government said the move underscores its commitment to safeguard families from predatory gaming platforms that thrive on misleading promises of quick wealth, while steering the digital economy towards safer and more constructive growth.
The government’s newly enacted online gaming law prohibits the promotion, advertising and sponsorship of real-money gaming platforms. Dream11, which signed a three-year agreement with the BCCI in 2023, has indicated that continuing with the sponsorship may not be feasible under the new framework.
“Dream11 has started conversations with the BCCI to withdraw from the sponsorship contract. These are watertight agreements and cannot be exited unilaterally. It will have to be a mutual decision since the law of the land doesn’t permit advertising of banned games,” said one of the people cited above.
Dream11 is among India’s largest advertisers. In FY23, its parent company, Dream Sports, spent about ₹2,964 crore on advertising and promotions, a 37% increase over the previous year.
The new law is expected to significantly disrupt the advertising market. Industry executives estimate that fantasy sports platforms collectively spend over ₹5,000 crore annually on marketing and advertising.
Since the development comes just ahead of the Asia Cup 2025, which begins on September 9, the board has limited time to finalise a new sponsor. However, given that the front-of-jersey sponsorship is one of the most lucrative assets in Indian cricket, industry observers believe the BCCI will not face difficulty in securing a replacement.
The jersey sponsorship of the Indian cricket team has often been seen as a double-edged sword. While it is among the most prized advertising assets in the country, companies that have taken up the front-of-jersey spot have frequently faced regulatory hurdles, financial strain or reputational challenges soon after signing on.
This recurring pattern has led some industry watchers to dub it the “jersey jinx,” with Dream11 now appearing to be the latest in a line of sponsors caught in unexpected headwinds after Sahara and Byju's.
The Promotion and Regulation of Online Gaming Bill, 2025, passed by Parliament on August 21, marks a landmark step to regulate the sector. The legislation seeks to curb addiction, financial losses and social distress linked to money-based games, while promoting and regulating other forms of online gaming.
The government said the move underscores its commitment to safeguard families from predatory gaming platforms that thrive on misleading promises of quick wealth, while steering the digital economy towards safer and more constructive growth.
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