Indian Cricket Team's Front-of-Jersey Sponsorship Bid Documents Acquired by Global Giants WPP, ITW Universe, and More

Leading global media-buying giant WPP Media and sports consulting firm ITW Universe have picked up tender documents for the Indian cricket team's front-of-jersey sponsorship, as per sources familiar with the matter. A leading cement manufacturer and a global technology company have also acquired the bid documents for the Invitation to Tender (ITT) floated by the Board of Control for Cricket in India. The sponsorship is set to replace the now-departed fantasy gaming giant Dream11 and will run for two-and-a-half years from September 30, 2025, until March 31, 2028.

Key Takeaways:

WPP Media and ITW Universe have acquired tender documents for the Indian cricket team's front-of-jersey sponsorship.
A leading cement manufacturer and a global technology company have also picked up bid documents.
The sponsorship will run for two-and-a-half years from September 30, 2025, until March 31, 2028.
The BCCI has set the floor price for sponsorship rights at Rs 3.5 crore per bilateral match and Rs 1.5 crore for multilateral fixtures.
ITW Universe is expected to pitch on behalf of its client, online car retail platform Spinny, which is preparing for a stock market debut.
Spinny counts Sachin Tendulkar, Tiger Global, Elevation Capital, and General Catalyst among its backers.
WPP is expected to be fronting a bid from a large Indian conglomerate with a history of big-ticket cricket sponsorships.
Potential earnings for the BCCI are expected to be north of Rs 400 crore.

Statistics:

Sponsorship period: 2.5 years, from September 30, 2025, to March 31, 2028.
Bids due: September 16, 2025
Floor price for sponsorship rights: Rs 3.5 crore per bilateral match, Rs 1.5 crore for multilateral fixtures
Expected earnings: North of Rs 400 crore

Sources:

ET, quoting "people familiar with the matter"
ET, "people familiar with the matter"