Global media-buying giant WPP Media and sports consulting firm ITW Universe are among the companies in the race for the Indian cricket team’s front-of-jersey sponsorship, one of the most high-profile advertising assets in Indian sport, ET reported.
According to people familiar with the matter, a leading cement manufacturer and a global technology company have also picked up the tender documents floated by the Board of Control for Cricket in India (BCCI). The sponsorship will run for two-and-a-half years, from September 30, 2025, until March 31, 2028, and is expected to generate around Rs 452 crore at reserve prices.
The last date to acquire bid papers was September 12, while formal bids are due on September 16. However, purchasing the documents does not guarantee participation. Each interested party must submit a performance deposit of Rs 25 crore along with its bid.
Spinny, Conglomerates likely in the mix
ITW Universe is widely expected to pitch on behalf of its client, online car retail platform Spinny, which is preparing for a stock market debut. Spinny counts Sachin Tendulkar, Tiger Global, Elevation Capital and General Catalyst among its backers. WPP’s role remains less clear, though industry chatter suggests the firm may be fronting a bid for a large Indian conglomerate with a history of big-ticket cricket sponsorships.
The BCCI has permitted agencies and marketing firms to enter the process if they provide client authorisation letters and receive board approval, said a person aware of the bidding rules. Neither WPP, ITW, nor the BCCI commented on the matter, as per ET.
High stakes, but a risky past
The cricket board invited bids earlier this month after its previous Rs 358 crore sponsorship deal with Dream11 ended prematurely. Dream11 exited following the government’s ban on money-based gaming under the Promotion and Regulation of Online Gaming Act, 2025, leaving India without a jersey sponsor for the ongoing Asia Cup.
The front-of-jersey property, despite being coveted, has proved turbulent for brands in the past. Former sponsors such as Dream11, Byju’s, Oppo and Sahara have all encountered regulatory, financial, or reputational setbacks after taking on the asset.
The upcoming sponsorship will cover about 140 matches across bilateral series, International Cricket Council (ICC) tournaments and Asian Cricket Council (ACC) events. The BCCI has fixed reserve prices at Rs 3.5 crore per bilateral or ACC fixture and Rs 1.5 crore per ICC match—higher than the 2023 base rates of Rs 3 crore and Rs 1 crore, respectively.
Only companies with an average turnover or net worth of at least Rs 300 crore over the past three years can qualify, provided they also clear the board’s “fit and proper” test. This excludes applicants with criminal convictions, major financial offences, conflicts of interest, or poor reputational standing. Categories such as alcohol, betting, gambling, crypto, tobacco, pornography, and real-money gaming are barred, while sectors already represented by BCCI sponsors, like banking, insurance, non-alcoholic beverages, sportswear, and some consumer appliances, cannot bid unless they are existing partners.
BCCI officials have indicated that the new sponsor could be announced within two to three weeks. IPL chairman Arun Dhumal last week said a decision was imminent, while vice-president Rajeev Shukla noted the board would finalise the matter within 15–20 days.