India set for asia cup 2025 without jersey sponsor as BCCI plans ahead
For the first time in over a decade, India will play the Asia Cup 2025 without a jersey sponsor as BCCI opts for a long-term deal over quick fixes, signaling a shift in cricket sponsorship strategy.
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This time around, Team India will take the field at the Asia Cup 2025 with no sponsor's logo on their shirts for the first time in over a decade. The absence of a kit sponsor follows Dream11's recent termination agreement with the Board of Control for Cricket in India (BCCI). This came after the introduction of the new Online Gaming Bill 2025, which bans real-money gaming companies from sponsoring its national cricket team, and because of this, Dream11 ended its ₹358 crore deal that the company signed in July 2023 for multiple years.
With the tournament commencing on September 9 in the UAE, the BCCI indicated it does not have enough time to come to terms with a new sponsorship agreement. The BCCI did have discussions with some international brands, including Toyota and a top fintech start-up, but decided not to rush into a temporary sponsorship. Board officials will focus on a long-term sponsor that will cover major ICC tournaments, including the 2027 ODI World Cup.
Team India Jerseys to Be Sponsorless in Asia Cup 2025
At a recent Apex Council meeting, chaired by interim president Rajeev Shukla looked for stability, not precipitate sponsorship. They believe that even if they secure a sustainable, multi-year deal, it will provide them with better commercial value and reliability regarding the branding of the team.
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The decision comes with a cost, and visually. Not having a sponsor means loss of revenue for the board, which makes six hundred crores annually from jersey sponsorship, typically. The jerseys will look awful for the fans of the Indian team without a logo on the jerseys - cricket, as we know it in the modern age for fans has logos on the jerseys.
However, BCCI believes that this step is an investment into the future as it holds out from signing a quick deal, and sends a signal to potential partners that they want to have premium, long-term associations with brands.
India goes into the Asia Cup sponsorless, and this episode stands to highlight the changing nature of sports sponsorships (in India). Tighter regulations, changing market processes, and evolving consumer habits on how consumers interact with sponsors will require more stability on the commercial front when cricket teams associate with brands. There may be a visible loss in the short term, but BCCI is hoping the same quality will yield larger payoffs down the road.
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