India’s cricket jersey is one of the most valuable advertising assets in sports. Millions of people watch every match of Team India. The jersey appears on television broadcasts around the world. It appears in stadiums, on social media and in newspapers. Whatever brand name is on the jersey, it is seen repeatedly by a large audience. The BCCI understands this commercial reality. When Dream11 was taken out due to regulatory changes, the board did not lower its price expectations. It increased them. The new base price, the new deal with Apollo Tyres and the competitive bidding process all show how valuable the Team India jersey has become in India’s sports economy.
New Jersey Sponsorship Price at 3.5 Crore Per Match
Following the exit of Dream11, the BCCI has set a base price of Rs 3.5 crore per match for Team India’s jersey sponsorship, which is for bilateral series rights. This acts as a reserve floor price for potential sponsors entering into fresh negotiations with the board. Any brand that wants to put its name on India’s jersey must meet this minimum threshold before discussions can proceed.
The price reflects the extraordinary visibility provided by bilateral series. When India plays a bilateral series, each match is watched by millions of fans in India alone. The logo of the jersey sponsor is visible throughout the broadcast and on every player wearing the kit. Setting a floor of Rs 3.5 crore per match signals that the BCCI values these rights accordingly and will not accept anything less.
Pricing for Multilateral and ICC Matches
The base price per match for ICC events and multilateral tournaments has been fixed at Rs 1.5 crore. This is lower than the bilateral rate as exposure and control vary across formats. In bilateral series, India plays matches specifically tailored for the Indian audience on their terms. ICC tournaments involve multiple teams and broadcasters and commercial arrangements that distribute attention differently.
This tiered pricing structure reflects the different exposure levels of bilateral versus ICC games. The bilateral series between India and Australia has a different viewership and commercial value than a group stage match in a multi-team tournament. The BCCI has priced accordingly. Sponsors understand the difference. Since bilateral matches are directly connected to the Indian audience, they pay more for bilateral rights.
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Dream11’s Exit After Online Gaming Ban
After the Online Gaming Promotion and Regulation Act, 2025 banned real money gaming advertisements and sponsorships, fantasy sports platform Dream11 has cancelled its sponsorship deal. The deal was worth Rs 358 crore and was to run till 2026. The law forced Dream11 to stop branding the jersey despite having a valid contract. The law changed the terms to make it commercially viable.
The exit posed both a problem and an opportunity for the BCCI. The problem was losing a committed sponsor in the middle of the cycle. The opportunity was to reset the price in a market where demand for jersey rights was stronger than ever since the Dream11 deal was initially negotiated. BCCI moved quickly to find a replacement and did not let expectations down.
BCCI’s New Record Sponsorship Deal with Apollo Tyres
Apollo Tyres has officially roped in Dream11 as the new jersey sponsor of Team India for Rs 579 crore. This is the biggest jersey sponsorship deal in the history of Indian cricket. The deal will run for about two and a half years till March 2028. Under the deal, Apollo Tyres is expected to pay around Rs 4.5 crore per bilateral match.
The record valuation shows how much the commercial value of jersey sponsorship has increased. Dream11’s Rs 358 crore deal was considered significant when it was signed. Apollo Tyres has raised over Rs 200 crore. The sponsorship market is moving rapidly upwards despite the departure of sponsors and restrictions imposed on certain industries.
Competitive Bidding Process and Other Bidders
After Dream11’s exit, the BCCI invited bids, with Canva and JK Tyres also submitting proposals, along with Apollo Tyres. The three serious bidders competing for the same rights demonstrates the strong commercial appeal of the jersey sponsor.
Apollo Tyres emerged as the highest bidder after the evaluation. The competitive environment reinforced the board’s decision to maintain a fixed base price. The jersey was not offered at a discount. Instead, it attracted interest from various sectors beyond gaming. The bid validated the commercial confidence reposed in the Indian team.
Total Match Coverage in New Deal
The Apollo Tyres deal is estimated to cover around 140 matches spread across bilateral series and ICC tournaments and ACC events. This extensive coverage gives Apollo Tyres consistent visibility across the full range of India’s international commitments. The average amount per match under this deal is higher than what Dream11 has previously paid for comparable coverage.
Sponsorship Eligibility and Restrictions
The bidding process barred companies from participating in categories including real-money gaming and cryptocurrency, betting and tobacco. The ban was in line with government regulations and was designed to ensure that only compliant brands secure cricket’s most lucrative commercial assets. The excluded categories are precisely those that have been targeted by regulatory changes in recent years.
Strategic Commercial Value for BCCI
After being forced to reset the market by regulatory changes, the price hike reflects BCCI’s deliberate strategy to capitalize on the huge visibility of Team India’s jersey. Rather than seeing Dream11’s exit as a setback, the board saw it as an opportunity to negotiate a higher floor price from a position of strength.
The strong financial response, including Apollo Tyres’ record-breaking bid, underlines the unparalleled sponsorship value of cricket in India’s sports economy. No other sport in India commands the same commercial interest. Team India’s jersey is a premium advertising space that major brands are seriously competing to access. Apollo Tyres’ willingness to pay Rs. 579 crore clearly confirms this reality.
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Growing Brand Diversification Beyond Gaming Sponsors
There is something quietly remarkable about who is no longer on the jersey. For a few years, the fantasy gaming platform was one of the most aggressive spenders in Indian sports marketing. They saw cricket as the perfect bridge between digital engagement and a large-scale television audience. That phase has changed. The sponsorship landscape has opened up differently with regulatory changes closing doors on certain categories.
What we are seeing now is diversification. Traditional industries like automotive and manufacturing are moving forward with deep balance sheets and long strategic horizons. Apollo Tyres’ switch to Dream11 is not just a logo change. It reflects a broader shift in how mainstream corporate India views cricket sponsorship. These are companies that are not chasing short-term app downloads. They are investing in brand legacy and national recall.
From BCCI’s perspective, this transition reduces reliance on a single booming sector. It broadens the pool of eligible sponsors and strengthens long-term stability. Cricket in India has always adapted to changing economic trends. This is another example. The shirt remains the same. The name changes. The value endures.
