Cloud over BCCI earnings as search for sponsors continues

The Board of Control for Cricket in India (BCCI) is scrambling to find a new jersey sponsor and title partner after the exit of Byju's and Mastercard Inc., even as costly advertising, new regulations, and a funding winter combine to depress sentiment.

- Varuni Khosla

The world's richest cricketing body has also yet to start the process to auction media rights for the next cycle of bilateral series played in India and domestic matches after its contract with Disney Star ended in March. The developments may depress BCCI's earnings and force it to strategize and adapt to the changing landscape, according to experts. "This is going to be a year of correction for BCCI," the head of a leading sports consulting firm said.

"Cricket has become a little expensive to advertise in; everyone's discussing that. And it also doesn't help that startups are going through a funding winter and funds have dried up. On the other front, the government has regulated the real-money gaming sector. While this is a bit of a muted sentiment, we must all remember it is a cyclical business," the person said on condition of anonymity.

On 15 June, BCCI invited applications for the Indian team's jersey rights, setting the base price at a 40% discount from last winning bid. The base price is set at ₹3 crore for every bilateral match featuring India and 1 crore each for matches played as part of the International Cricket Council (ICC) or the Asian Cricket Council (ACC) tournaments, which include the ICC World Cup and the Asia Cup, respectively.