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BCCI's Updated Sponsorship Policy: Impact on Indian Cricket Team's Title Sponsorship

The Board of Control for Cricket in India (BCCI) has updated its sponsorship policy, which will have an impact on the Indian cricket team's title sponsorship. Learn about the changes and their potential impact.

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By Crickified
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Team India

Team India Title Sponsorship Policy updated by BCCI

The Board of Control for Cricket in India (BCCI) has recently announced an upgrade to its sponsorship policy, resulting in several brand categories being excluded from sponsoring the Indian Cricket team. This move by the BCCI aims to distance the team from associations with alcohol, tobacco, betting, and other categories that may conflict with their image. In this article, we will explore the implications of this decision, the banned brand categories, and the potential impact on the team's future sponsorships. 

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The Banned Brand Categories 
The BCCI has released a list of brand categories that are now prohibited from applying for the title sponsorship of the Indian cricket team. These categories include: 

  1. Athleisure and Sportswear Manufacturer
  2. Alcohol Products
  3. Betting
  4. Cryptocurrency
  5. Real Money Gaming (Except Fantasy Sports Gaming)
  6. Tobacco
  7. Brands that may offend public morals, such as pornography

By banning these categories, the BCCI aims to align the team's sponsorships with its values and maintain a positive public image. 

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The Need for a New Title Sponsor 
The Indian cricket team recently completed the World Test Championship (WTC) final without a title sponsor. Their previous contract with a tech-education company expired at the end of the last financial year. This created a gap in the team's sponsorship, highlighting the need for a new title sponsor. 

BCCI's Tender Notice 
To fill the void left by the previous title sponsor, the BCCI has released a tender notice inviting bids from reputed entities to acquire the National Team Lead Sponsor rights. Interested parties must fulfill the eligibility criteria and purchase the Invitation to Tender (ITT) to participate. The purchase of the ITT does not guarantee the right to bid, as only eligible entities meeting the criteria will be considered. 

Impact on Future Sponsorships 
The BCCI's decision to ban certain brand categories may have short-term implications for the Indian cricket team's sponsorships. However, the team's popularity and financial influence make it an attractive opportunity for potential sponsors. The BCCI's mega-money deal with Adidas as the team's kit sponsor demonstrates the revenue potential associated with the Indian cricket team. 

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New Title and Kit Sponsors 
With the tender process underway, the Indian cricket team is expected to have a new title sponsor by the time of their upcoming tour in the West Indies. This change will likely extend to the kit sponsorship as well, with a new sponsor set to adorn the Indian kit for the 2023 ODI World Cup. The introduction of new sponsors presents an opportunity for the team to align their brand image with companies that reflect the BCCI's values and resonate with the fans. 

Future Prospects 
The BCCI's decision to upgrade its sponsorship policy indicates a commitment to maintaining a positive and responsible image for the Indian cricket team. By excluding brand categories that may conflict with their values, the BCCI aims to forge partnerships that align with their vision for the team's future. This move also reflects the growing trend of sports organizations prioritizing ethical and responsible sponsorships. 

The BCCI's decision to ban certain brand categories from sponsoring the Indian cricket team demonstrates their commitment to maintaining a positive image and aligning with their values. With a new title sponsor on the horizon, the team has an opportunity to forge partnerships that resonate with their fans and reflect the BCCI's vision for the future. As the Indian cricket team continues to be a financial powerhouse, potential sponsors will undoubtedly be eager to associate themselves with one of the most popular cricket teams in the world. 

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