Indian Cricket bans Alcohol, Athleisure, Gambling and Cryptocurrency sponsorship

The Board of Control for Cricket in India (BCCI) has invited tender applications for the Indian Cricket teams' title sponsors. These tenders have been invited for men, women and age group teams. 

However the BCCI has banned the following brand categories from applying for title sponsorship:

• Athleisure and Sportswear Manufacturer;

• Alcohol Products;

• Betting;

• Cryptocurrency;

•  Real Money Gaming (Except Fantasy Sports Gaming);

• Tobacco

• One which is likely to offend public morals such as, including but not limited to, pornography

The tender announcement follows BCCI's title sponsorship contract with ed-tech major BYJU's having ended in the last financial year (FY2023), which means that all Indian cricket teams are without a title sponsor.

BYJU's decided to end its $35 million deal with the cricket board after it cited a reduction in branding expenditure.  (BYJU'S is an Indian multinational educational technology company, headquartered in Bangalore, Karnataka, India)

BCCI secretary Jay Shah notes "the BCCI invites bids from reputed entities for acquiring the National Team Lead Sponsor rights.”

Recently, the cricket board announced its partnership with sportswear giant Adidas, making them the official kit sponsor for the Indian cricket team. 

Image. 2023 Indian Cricket squad player Suryakumar Yadav with kit showing prominent BYJU's brand. Credit Cricket Australia