The Board of Control for Cricket in India (BCCI) is yet to find a new title sponsor for Indian cricket, with the latest bidding process failing to generate significant interest before the August 13 deadline.
According to industry sources, the board either received no qualifying bids or found that the offers submitted did not meet its expectations. The BCCI is now understood to be holding discussions directly with potential corporate partners in an effort to finalize a deal.
High Base Price a Major Concern
The biggest hurdle appears to be the BCCI’s high asking price.
The board has fixed a base price of INR 4.85 crore per match, which is around 15.5 percent higher than the INR 4.2 crore per match being paid by the current title sponsor, IDFC First Bank.
IDFC First Bank secured the rights three years ago, but the new agreement covers a shorter period. The BCCI is offering the title sponsorship for two years, until March 31, 2028.
The package is expected to cover approximately 35 home international matches, consisting of 10 Tests, 12 ODIs and 13 T20Is.
At the reserve price, the BCCI could generate at least INR 171 crore from the two-year deal if all projected matches are played and the rights are sold at the base value.
Google Gemini Among Brands in Talks
Despite the lack of strong bidding interest, the BCCI has not closed the process.
Industry sources suggest that the board is in discussions with several major brands. Google Gemini, which has recently increased its presence across sports properties, is reportedly among the companies being considered.
Spinny and SBI Life are also understood to be among the brands involved in discussions.
However, there has been no official confirmation from the BCCI regarding the identity of the potential sponsors.
Previous Deal Was More Valuable
The current sponsorship cycle had a larger number of matches.
During the previous agreement, IDFC First Bank covered 55 international matches and paid approximately INR 231 crore over the duration of the contract.
The new package involves only around 35 matches, making the higher per-match base price an important factor for potential sponsors evaluating the deal.
The BCCI’s tender document also made it clear that the projected number of matches is not guaranteed and remains subject to the final international schedule.
Several Companies Purchased Tender Documents
Although the bidding response has been underwhelming, several companies and agencies showed initial interest by purchasing the Invitation to Tender document.
GroupM, ITW and Sporty Solutions were among those understood to have bought the document.
The ITT went on sale on July 20 for INR 1 lakh, with the fee being non-refundable. The deadline for purchasing the document was August 5.
However, purchasing the tender document does not necessarily mean that a company will eventually submit a successful bid.
BCCI Has Time to Finalize Deal
The BCCI still has some time to complete the process.
India’s first home international of the new season is scheduled for September 27, when the West Indies are expected to tour India.
The three-match T20I series against Afghanistan is scheduled for September, but those matches are officially Afghanistan’s home fixtures despite being played in India. Therefore, they do not form part of the BCCI’s home international package.
This gives the board several weeks to negotiate with interested companies and potentially secure a sponsor before India’s home season begins.
Also Read-Afghanistan-India T20Is May Be Rescheduled
Associate Partner Rights Also on Sale
Alongside the title sponsorship process, the BCCI has also introduced a separate tender for Associate Partner Rights for its events.
The deadline for submitting bids in this category is August 25.
However, the BCCI cannot finalize an Associate Partner until the title sponsor is decided because companies from the same business sector cannot hold both categories of rights.
Different Reserve Prices for Categories
The BCCI has established separate reserve prices depending on the product category of the Associate Partner.
The standard reserve price has been set at INR 95 lakh per chargeable match.
Cold beverage companies, however, will have to pay a higher reserve price of INR 1.15 crore per match.
The difference reflects the greater commercial value the BCCI places on certain high-visibility categories.
Sponsor Search Continues
The lack of a strong initial response highlights the challenge facing the BCCI as it attempts to maintain the high commercial value traditionally associated with Indian cricket.
While the board has increased its per-match asking price, the shorter two-year agreement and reduced number of guaranteed matches could be factors behind the limited bidding interest.
With negotiations now continuing with potential corporate partners, the BCCI will be hoping to finalize the title sponsorship before India’s home international season gets underway.