The Board of Control for Cricket in India (BCCI) has recently declared its intention to find new sponsors for the lead sponsorship rights of the country's cricket team. The termination of a $35 million deal with ed-tech company BYJU's, citing a decrease in branding expenditure, served as the impetus for this decision. Across all three formats of the game, BYJU has held a prominent position as the lead sponsor on the jerseys of the Indian cricket team. However, with their departure, the BCCI has taken the proactive step of launching a search for a new lead sponsor. To facilitate this process, the board has issued an Invitation to Tender (ITT), inviting interested businesses to submit their bids and compete for the esteemed opportunity of becoming the national cricket team's lead sponsor.
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In order to maintain specific standards and uphold its values, the Board of Control for Cricket in India (BCCI) has implemented a list of prohibited brand categories for the sponsorship rights of Team India. These particular categories are not eligible to participate in the bidding process for the title sponsor position. The prohibited brand categories encompass athleisure and sportswear manufacturers, effectively preventing competitors within the same industry from attaining the position of primary sponsor. 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 bidding for sponsorship rights. Furthermore, the BCCI is committed to upholding ethical standards and avoiding any associations with offensive content. Therefore, brands associated with pornography or those that may be deemed offensive in terms of public morals are also prohibited from bidding for sponsorship rights. By implementing these restrictions, the BCCI aims to ensure that the chosen sponsor embodies values that align with the spirit of cricket and resonate positively with the team and its fanbase.
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