India could take the field at next week’s Asia Cup without a lead sponsor after Dream11 walked away from its agreement with the BCCI in the wake of fresh government rules on online gaming.
On 2 September the board issued an ‘invitation for expression of interest’, hoping to secure a replacement partner. Companies have until 12 September to buy tender documents and until 16 September to lodge a bid. With the tournament starting on 9 September in the UAE, there is little room to tie down a deal in time.
Jay Shah, the board’s secretary, said in a brief statement, “We remain confident of attracting the right partner, but we will not compromise on compliance.” A senior marketing executive, speaking on background, added: “The timeline is tight. Realistically, the Asia Cup could be played with a blank front of shirt.”
Dream11’s three-year contract, worth roughly USD 44 million (about INR 358 crore) and due to run until 2026, contained a clause allowing either party to exit if legislation rendered the deal unworkable. That clause was activated after the Promotion and Regulation of Online Gaming Bill banned real-money gaming last month.
This is not the first time the board has had to hunt for a new sponsor mid-cycle. In 2019 OPPO surrendered its rights three years early; Byju’s picked them up before Dream11 won the next tender in 2023.
The new invitation makes it clear that alcohol, betting, cryptocurrency, tobacco and “any product or service likely to offend public morals” are ineligible. Commercial lawyer Amrita Singh notes, “That wording is standard, but it does cut out a chunk of cash-rich sectors, especially with gaming operators now off-limits.”
India fly to Dubai on 4 September. They are pooled with Pakistan, Oman and the hosts, the UAE. The fixtures read: UAE on 10 September, Pakistan on 14 September (both in Dubai), and Oman on 19 September in Abu Dhabi. Group B features Afghanistan, Bangladesh, Hong Kong and Sri Lanka. The top two from each group advance to the Super Four, with the final scheduled for 28 September.
As things stand, the Indian shirt may look unusually plain, yet the board insists the commercial shortfall will not affect preparation. Head coach Rahul Dravid shrugged when asked about the issue: “Honestly, our focus is cricket. The logos can wait.”
