Despite being the richest cricket board in the world, the BCCI’s sponsorship roster looks like a revolving door, with one big name after another walking away. From Sahara and Nike to Oppo, Byju’s and now Dream11, brands that once fought to be on India’s jersey have ended up quitting — raising questions on whether the BCCI’s sponsorship has become more of a curse than a blessing.
The reasons vary, but the pattern remains the same. Sahara bowed out in 2013 after financial trouble. Nike, kit sponsor for 14 years, left in 2020 citing weak revenues. Oppo exited in 2019 after finding the deal too costly, passing the rights to Byju’s. The ed-tech giant itself collapsed under the weight of losses in 2023, ending its partnership prematurely. Now, Dream11, which took over in 2023, has also been forced to discontinue its deal after the Promotion and Regulation of Online Gaming Bill 2025 banned real-money gaming ads.
Even Paytm, once the face of Indian cricket’s home series sponsorship, pulled out in 2023 amid regulatory and business shifts, handing the reins to Mastercard.
While every exit has its own reason — from regulatory hurdles to financial instability and cost pressures — the sheer frequency of these departures suggests a bigger problem: associating with BCCI doesn’t always guarantee stability.
As the board now hunts for a Rs 450 crore sponsorship deal for 2025–2028, the question remains: will the next brand break the so-called “curse,” or is the BCCI jersey destined to see another short-lived partnership?
