PC: NewsClick
The Board of Control for Cricket in India (BCCI) recently made an announcement that it is looking for new sponsors to take over the major sponsorship rights for the country's cricket team. The decision was made following the termination of a $35 million deal with ed-tech company BYJUs, which cited a reduction in branding expenditure as the reason for their withdrawal.
BYJU has been a prominent feature as the principal sponsor on the jerseys of the Indian cricket team across all three formats of the game. However, with his departure, the BCCI has taken the initiative to start looking for new main sponsors. To facilitate this process, the Board has issued an Invitation to Tender (ITT) inviting interested businesses to bid and win the prestigious opportunity of becoming the principal sponsor of the National Cricket Team.
BCCI has established a set of guidelines to maintain high standards and uphold its values. These guidelines include a list of restricted brand categories that are not eligible to bid for the title sponsor position of Team India.
The BCCI has restricted certain brand categories such as athleisure and sportswear manufacturers to ensure that competitors from the same industry do not become primary sponsors. Additionally, alcohol products, betting companies, cryptocurrency entities, real money gaming platforms (with the exception of fantasy sports gaming), and tobacco brands are also excluded from participating in the bidding process.
By establishing these restrictions, the BCCI aims to ensure that the selected sponsor represents values that match the spirit of cricket and resonate positively with the team and its fans. This approach not only benefits the team but also ensures that the game of cricket is presented in a positive light.
