A Bill That Reshaped the Playing Field
The Indian Parliament’s recent passage of the Promotion and Regulation of Online Gaming Bill, 2025 has altered the contours of the sporting and sponsorship ecosystem. Designed to prohibit real-money gaming and its promotion, the law has already claimed its first high-profile casualty: Dream11’s withdrawal as Team India’s principal sponsor. This development has left the Board of Control for Cricket in India (BCCI) scrambling to fill the sponsorship void just ahead of two major tournaments—the Asia Cup and the Women’s World Cup.
Dream11’s Departure and the Bill’s Impact
Dream11, the fantasy sports giant that stepped in as India’s lead sponsor in March 2023 after Byju’s exit, was slated to remain on the national jersey until 2026. However, with two-thirds of its business reliant on fantasy gaming linked to real-money stakes, the new bill has rendered its core operations untenable. On August 22, the company shut down its fantasy sports offerings and formally ended its sponsorship deal with the BCCI.
The law explicitly bans offering or promoting online money games, whether based on skill, chance, or both. It also disallows any form of advertising or inducement to play such games. Consequently, fantasy gaming apps that once flourished as a commercial engine for Indian sports now face severe financial stress.
The Financial Blow to Cricket’s Ecosystem
Dream11 had signed a deal worth USD 44 million (Rs 358 crore) for the 2023–2026 cycle as Team India’s jersey sponsor. Alongside My11Circle, fantasy gaming firms collectively contributed nearly Rs 1,000 crore annually to Indian cricket through sponsorships and league partnerships. This was a crucial revenue stream, supplementing the BCCI’s broadcast rights and ticketing income.
Although Dream11 will not be penalised for ending the contract prematurely—thanks to a clause that grants sponsors immunity from government regulation—its withdrawal creates a sudden financial and brand vacuum. For the BCCI, the timing could not be worse, with marquee events around the corner.
A Pattern of Sponsorship Misfortune
Dream11’s exit underscores a recurring challenge for Indian cricket: the volatility of major sponsors. Before Dream11, Byju’s terminated its deal prematurely due to financial strain, and earlier, Chinese mobile brand Vivo had pulled out amidst geopolitical tensions. Each episode not only dents the BCCI’s coffers but also raises questions about long-term sponsor reliability in a regulatory and political environment prone to swift shifts.
The cricket board now finds itself compelled to scout for new backers at short notice—a task made more difficult by the restrictions on online gaming firms, which were among the few willing to pay top-dollar for visibility on Team India’s jersey.
Wider Ripples: Players and Other Sports Affected
Beyond Team India, Dream11’s role as the official fantasy partner of the Indian Super League (ISL) also comes to an abrupt end. Individual endorsements too are likely to shrink, as cricketers and celebrities who promoted fantasy platforms must now distance themselves to avoid legal complications.
For players, this translates into reduced personal endorsement income, while for other sports leagues, the disappearance of fantasy gaming firms from the sponsorship landscape will further narrow their already limited funding avenues.
How BCCI Should Navigate the Crisis
Dream11’s exit is not merely a sponsorship hiccup—it is a signal for the BCCI to reassess its dependence on industries vulnerable to sudden regulatory bans. While the Online Gaming Bill rightly prioritises consumer protection and discourages harmful gambling practices, it also exposes the perils of overreliance on fantasy gaming revenue.
Moving forward, the BCCI should diversify its sponsorship portfolio, courting stable industries such as technology, banking, consumer goods, and renewable energy—sectors less likely to face abrupt regulatory upheavals. Additionally, creating tiered sponsorship opportunities across men’s, women’s, and youth cricket could broaden the appeal for a wider pool of corporate partners.
By adopting a proactive approach to sponsor management, the BCCI can transform this setback into an opportunity—ensuring that cricket’s commercial backbone remains strong, sustainable, and resilient, regardless of shifting policy winds.
(With agency inputs)
