After the Dream11 fallout, Team India’s jerseys will look unusually bare at the Asia Cup 2025 in the UAE, no lead sponsor logo.
The BCCI has moved quickly to fill the void, releasing a fresh tender for sponsorship rights. Through an Invitation for Expression of Interest (IEOI), bidders can join the race by purchasing documents until September 12 and submitting final bids by September 16, for a fee of ₹5.9 lakh.
The Board, however, has learned from past missteps. A strict banned list has been introduced, excluding firms in alcohol, gambling, cryptocurrency, tobacco, and online money gaming under the new law. To prevent clashes, sectors already tied to Indian cricket — such as insurance, banking, sportswear, and beverages — are also barred.
The timing is tight. The Asia Cup begins September 9, with India playing its first match on September 10 and the much-awaited showdown with Pakistan on September 14. Until a deal is finalized, players will don blank jerseys, as the BCCI searches for a partner that matches its new ethical framework.