BCCI’s decision: Increase in the title sponsorship base price of Indian team’s home matches. Important points

New Delhi, 23 July 2026: The Board of Control for Cricket in India (BCCI) has increased the reserve price of title sponsorship rights for the home matches of the Indian cricket team by more than 15 percent. The board has increased the base price for these rights to Rs 4.9 crore per match, whereas as per the previous agreement, the existing sponsor had to pay Rs 4.2 crore per match. Apart from this, the base price for Associate Partner Rights has also been increased from Rs 82 lakh to Rs 95 lakh per match.

Around 35 international matches are likely to be held during this new title sponsorship cycle, which will run till March 2028, in which some additional matches may also be included. Based on this base price, the total price will reach approximately Rs 169.8 crore. In the previous cycle, which included a total of 56 matches, title sponsor ‘IDFC First Bank’ had to pay Rs 235.2 crore. Under the new arrangement, the base price for each associate partner slot has been fixed at Rs 33.3 crore. In the previous cycle, SBI Life, Campa Cola and Atomberg were associated as associate sponsors.

BCCI invites bids and dates

BCCI has recently invited bids for title sponsorship rights and quotations for associate partner rights. The last date for submitting bids for title rights is August 13, while applications for associate partner rights can be made till August 25. This shorter title sponsorship cycle is consistent with the board’s other major commercial agreements (such as those with Adidas and Apollo Tyres, which are up for renewal in March 2028), to enable the board to simultaneously arrange the sale of its key commercial properties.

Market Trend and Importance of Premium Inventory

The bidding process comes at a time when questions are being raised about the commercial viability of bilateral cricket series (especially Test and ODI matches), as advertisers are increasingly attracted to the Twenty20 (T20) format. According to a sports marketing expert, considering the current market mood, the base price kept by BCCI for title sponsorship is very aggressive.

On the other hand, the recent huge auction for advertising rights on the front of the jersey has proved the strength of the market. This deal has been acquired by ‘Apollo Tyres’ for Rs 579 crore, whereas in the previous cycle ‘Dream 11’ had to pay Rs 358 crore for it. Apollo Tires had achieved these rights by leaving behind giants like Canva and JK Cement.

According to WPP Media’s ‘Sporting Nation’ report, the expenditure on sports sponsorship in India has increased to Rs 7942 crore, which has registered an annual increase of 7 percent. Despite regulatory challenges, cricket’s dominance in the sports market continues to strengthen due to adoption of traditional sectors and premium inventory.