The Board of Control for Cricket in India (BCCI) has raised the reserve price (base price) for title sponsorship rights for the Indian cricket team’s domestic and international matches by over 15 per cent, setting it at ₹4.9 crore per match. In the previous cycle, existing title sponsor IDFC First Bank paid ₹4.2 crore per match.
Simultaneously, the base price for associate partner rights has been hiked from ₹82 lakh to ₹95 lakh per match (amounting to ₹33.3 crore per slot for the full tenure).
Tender Details, Key Deadlines, and Commercial Alignment
The newly opened title sponsorship cycle runs through March 2028 and is expected to cover approximately 35 international matches at home, taking the total valuation at the base price to roughly ₹169.8 crore. By aligning the end date with major commercial deals like Adidas and Apollo Tyres, the BCCI aims to consolidate its key commercial assets simultaneously in 2028.
Title Sponsorship Bid Submission Deadline: August 13
Associate Partner Rights Bid Submission Deadline: August 25
In the previous cycle, which spanned 56 home matches, IDFC First Bank held the title sponsorship for ₹235.2 crore, while SBI Life, Campa Cola, and Atomberg served as associate partners.
Market Sentiment & Jersey Sponsorship Highlights
Industry experts point out that the rate revision comes at a time when bilateral Test and ODI series face shifting viewer dynamics as advertisers prioritise T20 formats. Despite market caution, cricket continues to command the lion’s share of India’s sports sponsorship ecosystem.
The strength of Indian cricket inventory was recently demonstrated during the front-of-jersey rights bidding:
Apollo Tyres secured the Indian cricket team jersey front rights with a winning bid of ₹579 croreoutbidding Canva (₹554 crore) and JK Cement (₹477 crore).
Dream11 previously held the front-of-jersey rights for ₹358 crore in the preceding cycle.
According to WPP Media’s Sporting Nation report, sports sponsorship spending in India expanded by 7 per cent year-on-year, with cricket accounting for 89 per cent of total sponsorship value.
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