BCCI Bans Certain Brand Categories Including Crypto and Alcohol From Team India’s Sponsorship Deals   

The Board of Control for Cricket in India (BCCI) has decided to refine its sponsorship policy which will see several brand categories stay away from the national team. 

According to the BCCI, it has planned to ban several categories of brands, which include alcohol, tobacco, betting and cryptocurrency. This would see some of the biggest brands stay away from sponsoring the Indian Cricket team at least for the near future.

The move comes in at a time when the Indian national team—which secured a blockbuster apparel deal with Adidas last month— is still looking for a title sponsor after the deal with homegrown edtech brand Byju’s ended in March. 

In its latest invitation to tender documents, the BCCI shared the below mentioned list of brand categories that are banned from applying from backing the national team:  

(A) Athleisure and Sportswear Manufacturer;

(B) Alcohol Products;

(C) Betting;

(D) Cryptocurrency;

(E) Real Money Gaming (Except Fantasy Sports Gaming);

(F) Tobacco; and

(G) one which is likely to offend public morals such as, including but not limited to, pornography.

In the Asian sporting landscape, the Indian national cricket team is considered one of the most lucrative properties for brands to collaborate with.

If the plans are successful, Team India will likely have its latest title sponsor before setting off for the West Indies tour next month. 

According to ASN data, the cricket sponsorship market in India is forecasted to reach almost US$252.9m in Q223. Some of the biggest deals are part of Team India’s portfolio including a recent apparel deal with Adidas (~US$8.5m) and a Mastercard sponsorship worth US$14m.