BCCI Title Sponsor Deal Hits Roadblock as ₹4.75 Crore Per Match Base Price Tests Market

The Board of Control for Cricket in India (BCCI) is yet to secure a title sponsor for the Indian cricket team’s home matches, with the steep asking price reportedly limiting interest from potential bidders.

The deadline for submitting bids for the title sponsorship rights passed on August 13, but the BCCI either received no bids or did not receive offers that met its expectations. The board is now understood to be in discussions with potential sponsors as it looks to fill the vacant rights.

The BCCI had issued the invitation to tender (ITT) on July 20, with August 4 set as the deadline for purchasing the tender document and August 5 as the final date for seeking clarifications.

Rs 4.75 crore base price emerges as stumbling block

The BCCI’s current title rights holder, IDFC First Bank, pays Rs 4.2 crore per match. However, the board has increased the base price to Rs 4.75 crore per match for the new agreement, a figure that has reportedly made potential buyers cautious.

The proposed deal is for two years, compared with the three-year agreement secured by IDFC First Bank in 2023.

The BCCI expects approximately 35 chargeable matches during the rights period, although it has stressed that the figure is not a minimum guarantee and will depend on the final schedule.

“For tendering purposes only, and without constituting any representation, warranty, commitment or minimum guarantee by BCCI, BCCI presently expects that it may host approximately 35 (thirty-five) chargeable matches during the Rights Period,” the board stated in its tender document, as quoted by Cricbuzz.

At the new base price, the projected value of the rights would be substantial, but the lack of satisfactory bids means the BCCI has yet to finalise a replacement for IDFC First Bank.

Google Gemini, Spinny and SBI Life in talks

Despite the lack of a confirmed deal, the BCCI remains in discussions with potential sponsors.

Google Gemini has emerged as one of the brands reportedly involved in talks, while Spinny and SBI Life are also understood to be in conversation with the board.

The BCCI therefore still has scope to secure a sponsor through negotiations, although the pricing of the rights remains a key consideration.

There has been interest in other BCCI commercial properties. GroupM, ITW and Sporty Solutions have reportedly purchased the tender document for the ITG property, for which the non-refundable fee was set at Rs 1 lakh.

Associate partner rights also await clarity

The BCCI has separately released a Request for Quotation (RFQ) for the Associate Partner Rights for its events.

However, a brand that acquires the team’s title sponsorship rights cannot also purchase the Associate Partner Rights. The associate partnership will therefore only be finalised after the title sponsor has been confirmed.

The deadline to purchase the RFQ was August 14, while August 16 was the final date for seeking clarifications. Quotations can be submitted until August 25.

For now, the BCCI’s priority remains finding a title sponsor for India’s home matches, with the gap between the previous rights value and the new Rs 4.75 crore base price proving to be the central hurdle in negotiations.