BCCI faces sponsorship void as Toyota, Fintech Firms eye India jersey deal ahead of Asia Cup 2025

Home»Sports news»Reports: BCCI faces sponsorship void as Toyota, Fintech Firms eye India jersey deal ahead of Asia Cup 2025»

With the Asia Cup 2025 fast approaching, the Board of Control for Cricket in India (BCCI) is caught in an unexpected sponsorship dilemma. Dream11, the fantasy sports platform that held a ₹358-crore jersey sponsorship deal, has officially withdrawn following the recent ban on real-money gaming companies advertising in sports. The move has created a sudden void, forcing the BCCI to explore alternatives just weeks before India take the field in the UAE.

The timing could hardly be worse. Jerseys featuring the Dream11 logo have already been printed, and without an immediate replacement, Team India risks entering a major tournament without a title sponsor on its kit, an unusual sight in modern cricket. For the BCCI, the pressure is now on to secure a credible and financially robust partner in record time.

As per NDTV’s sources, two key contenders have emerged at the front of the queue. Japanese automobile giant Toyota Motor Corporation is believed to be in advanced discussions, bringing with it the brand’s global prestige and long-standing association with sports. A deal with Toyota would not only provide financial security but also align the Indian team with a globally respected corporate name.

The other major suitor is said to be a leading fintech start-up. While the identity of the company remains undisclosed, fintech players have shown increasing interest in Indian cricket sponsorships in recent years, leveraging the game’s vast reach to push digital financial services to millions of fans. A partnership of this kind would represent the growing influence of India’s tech-driven financial ecosystem in mainstream sports.

Although talks are ongoing, no final agreement has yet been signed. The BCCI is reportedly weighing offers that could exceed the value of the previous Dream11 deal, mindful of the immense visibility that comes with being India’s jersey sponsor. With the Asia Cup set to begin on September 9, time is running out for negotiations to conclude and new kits to be produced in time for the tournament.

Whether it is Toyota, a fintech disruptor, or another last-minute entrant, the decision carries weight beyond branding. It will set the tone for how cricket sponsorship adapts to new regulations and shifting market realities, and how swiftly Indian cricket can turn a potential setback into a fresh opportunity.

_{Images are for reference only.Images and contents gathered automatic from google or 3rd party sources.All rights on the images and contents are with their legal original owners.}