The Board of Control for Cricket in India (BCCI) has increased the reserve price for title sponsorship rights by more than 15% to ₹4.9 crore per match, signaling confidence in the commercial value of Indian cricket despite concerns over declining viewership for bilateral Test and One-Day International (ODI) matches. The revised pricing comes as the board opens bidding for a new sponsorship cycle that will run until March 2028, covering approximately 35 international home matches, with the possibility of additional fixtures.
Alongside the title sponsorship hike, BCCI has also raised the base price for associate partner rights, reflecting its strategy of maximizing revenue from one of the world’s most valuable sports properties. The shorter sponsorship cycle has been designed to align with several key commercial agreements, enabling the board to synchronize the renewal of multiple sponsorship assets.
BCCI Raises Reserve Prices for Sponsorship Rights
The new reserve price for title sponsorship has been set at ₹4.9 crore per match, up from ₹4.2 crore per match paid by the incumbent sponsor, IDFC FIRST Bank.
BCCI has also increased the reserve price for associate partner rights to ₹95 lakh per match, compared with ₹82 lakh under the previous cycle.
Sponsorship Pricing Comparison
| Category | Previous Cycle | New Reserve Price | Increase |
|---|---|---|---|
| Title Sponsorship | ₹4.2 crore/match | ₹4.9 crore/match | Over 15% |
| Associate Partner | ₹82 lakh/match | ₹95 lakh/match | Around 16% |
New Commercial Cycle Runs Until March 2028
The upcoming title sponsorship agreement is expected to cover around 35 international matches, though the final number could increase if additional fixtures are scheduled.
At the reserve price, the title sponsorship package carries a minimum value of approximately ₹169.8 crore.
By comparison, the previous cycle covered 56 matches, with IDFC FIRST Bank paying ₹235.2 crore for the rights.
Key Dates
| Event | Date |
|---|---|
| Title Sponsorship Bid Deadline | August 13, 2026 |
| Associate Partner Bid Deadline | August 25, 2026 |
| Rights Period | Until March 2028 |
Why the Sponsorship Cycle Is Shorter
Unlike previous agreements, the new commercial cycle has been intentionally shortened to expire in March 2028.
The move aligns the title sponsorship with several other major BCCI commercial partnerships, including agreements with Adidas and Apollo Tyres, which are also due for renewal around the same period. Synchronizing these contracts is expected to allow the board to market multiple commercial properties together, potentially attracting stronger bids and increasing overall sponsorship revenue.
Strong Commercial Confidence Despite Market Challenges
The revised reserve prices come at a time when advertisers continue to favor the T20 format, while bilateral Test matches and ODIs have faced pressure from softer television viewership and growing competition for audience attention.
Despite these challenges, BCCI appears confident that India’s cricket ecosystem remains one of the country’s most attractive advertising platforms. Industry experts note, however, that the higher reserve price may limit the number of bidders if companies become more cautious about marketing spending.
Commercial Snapshot
| Metric | Details |
|---|---|
| New Title Reserve Price | ₹4.9 crore per match |
| Previous Title Sponsor | IDFC FIRST Bank |
| Estimated Base Value | ₹169.8 crore |
| Expected Matches | Around 35 |
| Rights Expiry | March 2028 |
Looking Ahead
By raising the reserve price for title sponsorship and associate partner rights, BCCI is reaffirming the commercial strength of Indian cricket even as the sports media landscape evolves. Aligning sponsorship renewals with other key commercial partnerships could simplify future rights sales and strengthen the board’s negotiating position with advertisers.
Looking ahead, the bidding process will reveal whether brands are willing to pay a premium for exposure during India’s home international season. While T20 cricket continues to dominate advertiser interest, BCCI’s latest pricing strategy suggests it remains confident that bilateral cricket retains significant value for companies seeking nationwide visibility and long-term brand association with one of the world’s most-followed sports.
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