Indian cricket has just faced a major change — the Indian cricket board has ended its ₹358 crore jersey partnership with Dream11. This is not just a business decision but the result of the Promotion and Regulation of Online Gaming Act, 2025, which bans real-money gaming companies from advertising, promoting, or partnering with sports bodies.
For cricket fans and people who follow the sports industry, this is more than a headline. It could reshape the way sponsorships and advertising work in Indian cricket.
The new law forced Dream11 off the stage
Dream11, the country’s biggest fantasy sports platform, signed a three-year jersey contract with the cricket board in July 2023, valued at ₹358 crore. At that time, it was celebrated as a landmark deal in cricket’s commercial history.
Its parent company, Dream Sports, spent around ₹2,964 crore on advertising and promotions in the 2023–24 financial year — a 37% jump from the previous year. That number shows just how dominant Dream11 had become in the sports marketing space.
But after the 2025 gaming law camThe board’s stance is very clear
Board secretary Devajit Saikia stated openly that the governing body will not work with real-money gaming companies in the future.
This is not only about following the law but also about protecting cricket’s long-term image. For the board, cricket is more than just sport — it’s tied to national pride. Choosing safer sponsors is a way to secure the game’s reputation.
e into effect, Dream11 had to shut down its real-money gaming operations. That left the platform ineligible to continue as an official sponsor. For the cricket board, ending the deal was unavoidable.
India’s ad market undergoes a reset
The law doesn’t just affect one company. It has disrupted the entire ecosystem. In the past, fantasy sports and online gaming platforms were spending over ₹5,000 crore every year on marketing, with cricket as their top target.
Now that money flow has stopped. For fans, this means TV broadcasts will look “cleaner” without the constant gaming ads. But for companies, it’s a marketing earthquake — they need new ways to reach users outside cricket.
The “jersey curse” strikes again
Dream11’s exit has also revived talk of the so-called “jersey curse.” In the past, major sponsors like Sahara and Byju’s signed jersey contracts but had to withdraw soon after due to regulatory or financial problems.
Now Dream11 joins that list. It proves again that while jersey partnerships are prestigious and highly valuable, they also come with big risks.
Timeline of Dream11–Cricket Board Partnership
| Timeline | Event | Key Details |
| July 2023 | Dream11 signed a 3-year jersey deal | Valued at ₹358 crore, became Team India’s lead sponsor |
| 2023–24 FY | Dream Sports increased ad spending | Invested ₹2,964 crore, 37% growth from the previous year |
| Late 2024 | Online Gaming Bill draft debated | Market began worrying about sponsorship future |
| Early 2025 | Law officially passed | Real-money gaming ads and partnerships banned |
| August 2025 | Board confirmed contract termination | Secretary Saikia said no future deals with such companies |
This timeline shows how a high-value partnership collapsed in less than two years.
Who could step in as the next sponsor?
With the Asia Cup just weeks away, the cricket board needs a new jersey partner quickly. Experts, however, believe it won’t be too hard to find one — Indian cricket remains one of the world’s most valuable sponsorship platforms.
Possible replacements include:
- E-commerce giants like Flipkart or Amazon, which can connect directly with millions of cricket viewers.
- Banks and financial services, which have a history of sports sponsorships.
- FMCG brands — soft drinks, packaged foods, and daily-use products — that aggressively chase mass-market visibility.
Unlike gaming platforms, these brands are not restricted by the new law, making them more reliable long-term partners.
What this means for fans and the market
For ordinary cricket fans, the most visible change is simple: upcoming matches may no longer feature gaming company logos on Team India’s jerseys. The connection between real-money gaming platforms and cricket has officially been cut.
For the market, it’s about redistribution of advertising budgets. Traditional brands will now dominate cricket sponsorships, while gaming platforms will need to invest in digital campaigns, social media, or non-cricket events to maintain visibility.
A turning point for cricket sponsorship
The end of the Dream11 deal is not just about money — it’s about how one law has reshaped the entire sponsorship ecosystem in Indian cricket.
From now on, BCCI will focus on safer, traditional sponsors, while online gaming platforms must completely rethink their strategies. For fans, this is a front-row seat to watch how policy, sport, and business collide to create a new sponsorship landscape.
