WPP and ITW Lead Race for India Jersey Sponsorship Contract

By siliconindia | Monday, 15 September 2025, 07:29 Hrs

WPP Media and ITW Universe are bidding for the Indian cricket team’s front of jersey sponsorship for 2025-28.
The BCCI expects the deal to be worth around Rs 452 crore and has set strict eligibility criteria.
Dream11’s exit from sponsorship due to new gaming laws opens the slot for a new sponsor.

WPP Media and ITW Universe have emerged as frontrunners in the race to secure the front of jersey sponsorship for the Indian cricket team for the 2025 to 2028 cycle. The Board of Control for Cricket in India (BCCI) recently released tender documents inviting bids from interested companies for the highly coveted advertising space. Other firms, including players from the cement and technology sectors, have also expressed interest in the deal.

The BCCI values this sponsorship contract at approximately Rs 452 crore, covering close to 140 international matches across formats. To participate in the bidding process, companies must provide a performance security deposit of Rs 25 crore and demonstrate a minimum turnover or net worth of Rs 300 crore over the past three financial years. The BCCI will also conduct a rigorous fit and proper audit to ensure all bidders meet the highest standards of credibility and reputation.

This sponsorship opportunity became available after Dream11’s existing contract, worth Rs 358 crore, was terminated. The change follows the introduction of the Promotion and Regulation of Online Gaming Act, 2025, which restricts online real money gaming companies and fantasy sports platforms from sponsoring sports teams or events.

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With Dream11 no longer eligible, the BCCI is actively seeking new partners and aims to finalize the sponsor within the coming weeks. The front of jersey slot remains one of the most valuable and visible advertising spaces in Indian sports, attracting significant interest from major brands looking to leverage the massive popularity of cricket in India.