“Is the Indian cricket jersey cursed for sponsors — or just the ultimate gamble in advertising?”
When India takes the field, the jersey on their chest is more than fabric — it’s prime real estate in the advertising world. Every ball bowled, every replay, every highlight, every Instagram post by a cricketer turns that patch of sponsorship into the most visible square-inch in Indian marketing. But with great visibility has also come great turbulence.
From Sahara to BYJU’S to Dream11, three sponsors that once glittered on the Indian jersey later ran into financial or legal storms. Is there really a “curse” tied to this sponsorship, or is it simply the risk of chasing scale in volatile industries?
The Jersey Trail: Big Names, Bigger Spends
- Dream11 (current sponsor, till Mar 2026)
Jersey rights: ₹358 crore (2023–2026)
IPL 2020 title rights: ₹222 crore (just one season)
Ads & promotions: ₹5,100+ crore in FY22–23
Impact: Over 200M users, with IPL 2023 hitting 10.56M concurrent players
- BYJU’S (2019–2023)
Took over OPPO’s deal at the same price, later paying ~10% more
Ended in a dues dispute with BCCI (later settled)Sahara (2001–2013)
Longest run: 12 years, with a 2010 extension worth ₹481–558 crore.
The troubled trio — Sahara (legal troubles), BYJU’S (cash crunch), and now Dream11 (hit by the 2025 Online Gaming Bill banning money-based fantasy sports) — have all stumbled.Who’s Next if Dream11 Falls Early?
If Dream11 exits before 2026, BCCI will be hunting for a sponsor with deep pockets and low regulatory risk. Likely contenders include:
- BFSI (Banks, Credit Cards, UPI apps): Clean, cash-rich, and built for long-term trust.
- Auto/EVs: Riding India’s growth story, with massive launch spends.
- E-commerce & Quick Commerce: High frequency, festival-focused brands wanting constant recall.
- Telcos & Broadband Players: Pushing 5G, bundled sports packs, and digital ecosystems.
And maybe, just maybe, a dark-horse entrant from a sunrise sector — think green energy, global tech, or Indian conglomerates expanding consumer play.Why the Jersey Still Matters
Despite the “curse” narrative, the Indian cricket jersey remains the hottest advertising canvas in the country:
- Unmatched visibility: Every format, every screen, every highlight.
- Cross-format continuity: Tests, ODIs, T20Is, Men’s, Women’s, U-19.
- Built-in amplification: Players’ massive social media reach adds bonus impressions.
So, who will dare next?
A safe bet like a bank? An aggressive e-commerce giant? Or a new-age dark horse ready to etch its name on India’s most-watched shirt?
