The Board of Control for Cricket in India (BCCI) issued a tender on Wednesday for the rights of the main sponsor of Team India. In the tender released by the BCCI, it was mentioned that companies involved in alcohol, tobacco, betting, real-money gaming (fantasy sports gaming), cryptocurrencies, and pornography, or any other brand that undermines morality, are not included in the bidding process. The BCCI shared this information through a tweet on their official Twitter account.
The restricted brand categories for the tender are as follows:
- Athleisure and sportswear manufacturers
- Real-money gaming (fantasy sports gaming)
- Brands that undermine morality
These categories are not eligible to participate in the bidding process for the sponsorship rights of Team India.
BYJU’S was the main sponsor of Team India until March 2023. The jerseys of the players featured the BYJU’S logo on the front. This agreement has now been completed. This sponsorship was significant as Team India entered the World Test Championship (WTC) final with the BYJU’S logo on their jerseys.
The last date to submit the tender is June 26. The Board of Control for Cricket in India (BCCI) has released an Invitation to Tender (ITT) for the lead sponsorship, which can be purchased for five lakh with GST. The deadline for submitting the tender is June 26. It should be noted that the BCCI had signed a deal with Adidas until 2028 a few months ago. After the agreement, Adidas will sponsor the Indian men’s cricket team, as well as the senior national women’s cricket team, India A, India B, and the Under-19 men’s and women’s cricket teams.
Team India will be touring West Indies in July. They will be playing a two-match Test series, a three-match ODI series, and a five-match T20 series. The tour will commence on July 12 with the Test match.
The BCCI’s decision to ban alcohol products and betting companies from the lead sponsorship tender is a positive step towards promoting a cleaner, more responsible image of cricket. By setting new guidelines, the BCCI aims to uphold the integrity of the game and foster responsible sponsorship practices. This move not only sets a precedent for other sporting organizations but also opens up opportunities for innovative collaborations with brands that align with the BCCI’s values. With this decision, the BCCI aims to lead the way in creating a healthier and more ethical sports industry.