The Sponsorship Curse of Indian Cricket Jersey

The Indian cricket team’s jersey sponsorship is a grand prize, but a recurring “jinx” haunts brands like Dream11, Sahara, and Byju’s. From financial ruin to regulatory woes, the BCCI’s golden touch often turns sponsors to dust, raising questions about the next contender. What is the sponsorship curse of Indian Cricket jersey?

The Allure of BCCI Sponsorship

Sponsoring Team India’s jersey is a marketer’s dream, akin to a Bollywood blockbuster. The BCCI, a sporting juggernaut, offers unmatched visibility, with millions of fans watching every match. Brands like Dream11, with its Rs 358-crore deal until March 2026, see instant stardom. However, this high-profile alliance often brings unforeseen challenges. 

The Indian government’s Online Gaming Bill, passed on August 21, 2025, threatens Dream11’s dominance in the $3.8 billion gaming industry, potentially jeopardizing its BCCI commitment. The allure of cricket’s spotlight is undeniable, but the pressure is relentless.

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A History of Sponsor Struggles

The BCCI’s sponsorship history reads like a cautionary tale. Sahara, a sponsor from 2001, collapsed under SEBI scrutiny by 2011, with its founder jailed. Star India (2014–2017) faced antitrust probes, while Oppo exited amid India-China tensions. 

Byju’s, once a celebrated edtech giant, crumbled under debt and bankruptcy after securing the jersey. Each brand entered with fanfare but faced financial, regulatory, or geopolitical hurdles. This pattern suggests that the BCCI’s high-stakes platform exposes vulnerabilities, turning the sponsorship into a gamble rather than a guaranteed win.

Lessons for Future Sponsors

The BCCI’s jersey sponsorship is a double-edged sword offering fame but demanding resilience. Brands must navigate regulatory landscapes and financial stability to survive the spotlight. As Dream11 faces challenges post the 2025 gaming bill, the BCCI seeks a sponsor to break this cycle. 

The lesson is clear: visibility alone isn’t enough. Future sponsors must prepare for the intense scrutiny that comes with India’s cricketing glory, ensuring they can shine without crumbling under pressure.

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