“We sell in three states. Is a national cricket deal worth it?”
Often not. A national deal is priced for the whole country, so you pay for towns you do not sell in. Our media planning starts from where your buyers live.
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Industries · Sports · Cricket sponsorship
Cricket sponsorship for Indian brands
For brand owners weighing a cricket deal, from a national team shirt to a district tournament. Know who sells it, what binds you and what to ask.
A strategist calls you in one working day.
/ 01 Cricket sponsorship india
What cricket sponsorship is, and who can buy it
Cricket sponsorship means paying a cricket body, team or organiser for the right to show your brand and speak of the link. The deal can be a national team shirt or a district tournament.
PromotEdge plans the brief, makes the creative, runs the activation (what you do so people notice the deal) and measures it. We do not sell or negotiate cricket rights.
Many people who search this phrase have just read about a jersey deal. Apollo Tyres, for one, told the stock exchanges on 16 September 2025 that it is lead sponsor of the Indian team for three years. The deal is with the BCCI, the Indian cricket board. Apollo holds title sponsor rights (the main name on the event) for bilateral and ICC matches, and its logo sits on the shirt front and one sleeve. The release gives no rupee amount.
Deals like that are few, and the buyers are large firms. This page also serves the regional brand and the local business that wants a state or district match. We have not placed a cricket sponsorship. We help you decide what the deal must do, what to ask before you sign, and what to do around it.
Fan campaigns for teams and leagues are on our sports marketing page.
- Since 2015working with Indian brands
- 65+in-house team: strategy, creative, media and tech
- 4pillars under one roof: strategy, advertising, digital, on-ground activation (BTL)
- Every monthwe visit clients, and we review with every client online every week
/ 03 The 60-day plan
A 60-day plan for your first cricket deal
The usual shape for a first deal.
| Days | What we do | What you get | What to check |
|---|---|---|---|
| 1 to 10 | A call with you and your sales head. We fix the aim: which towns, which buyers, which result. We list three deals that fit. | A one-page brief and a shortlist | Can you say in one line what the deal must change? |
| 11 to 25 | We write the questions for each seller, join the calls and compare offers on one sheet. | A side-by-side comparison | Is exclusivity in writing? Is each figure sourced? |
| 26 to 35 | You and your lawyer read the contract. We check that the rights match the plan. | A list of gaps to close before signing | Does your category pass the rules below? |
| 36 to 50 | We make the creative and plan the ground, social media and dealer work. | Creative files and an activation calendar | Is every ad cleared with the seller on time? |
| 51 to 60 | We set the baseline, put a tracking code on each property and start the weekly report. | A baseline sheet and the first report | Do you know what you will compare, and when? |
With a short season, we shorten the comparison step, never the contract check.
Go deeper
Read more about Cricket sponsorship
Deeper reading if you want the research behind the plan.
Kinds of sponsorship in cricket, and who sells each
Six kinds of deals
The board, the league and the team may each sell a different part, so ask who owns the right you want. A firm below the BCCI's ₹100 crore test should look at state and district deals.
| Kind of deal | Who sells it | Who it usually suits | Check first |
|---|---|---|---|
| National team and board events | The BCCI, by tender. One 2023 title package covered international matches, the Irani, Duleep and Ranji Trophies, and junior matches. | Firms with ₹100 crore or more in turnover or net worth | Blocked and barred categories |
| International events | The ICC (the world cricket body). Its site groups partners into four tiers, with global partners, official supporters and broadcast partners among them. | Global firms | Which tier carries which rights |
| A franchise league such as the IPL | The league and its teams. The league site shows a title sponsor, an umpire partner and a strategic timeout partner. | National brands | Whether the league or the team holds your right |
| A state association league | The state association. The Cricket Association of Bengal's site calls its Bengal Pro T20 League a franchise league. Some team names carry company names, such as Servotech Siliguri Strikers. | Regional brands | Who owns the naming and shirt rights |
| District, corporate and club tournaments | The organiser or the club | Local shops and dealers | Who owns the ground |
| Academy and player deals | The academy owner, or the player's manager | Sports-goods labels | ASCI's celebrity rules |
Source: BCCI, 25 August 2023 and 20 July 2026 (the ₹100 crore test, Annexure B); ICC; IPL; Bengal Pro T20 League. Official sites, read 30 October 2026
What to ask before you sign
Questions that protect your money
Put these in writing.
| Ask the seller | Why it matters | A good answer |
|---|---|---|
| Which marks and places do I get? | Rights are the list of what you may show, and where. | A written sheet, event by event |
| Which rival brands are kept out? | Exclusivity means no rival in your category. BCCI's 2026 tender blocks categories where it has sponsors. | Your category named in the contract |
| Where does each audience figure come from? | BARC India, the TV ratings body, renamed its TV measure Impressions'000 in 2016 and said the way viewing is measured did not change. A social media impression is another count. | The source, the dates and the kind of count |
| Can I use match clips and photos? | Content rights decide whether the deal works after the match. | Use, term and credit rules in writing |
| What if a match is cancelled or moved? | Rain and date changes happen. | A refund or a replacement match |
Source: BARC India, New TV Viewership Terminology, 14 January 2016 and BCCI media advisory, 20 July 2026, read 30 October 2026
Sponsoring a state or district tournament
Start with the organiser's paper
Ask who runs the event, who owns the ground and what last year's sponsors got. Write down the number of matches, where your name will appear and who pays for prizes.
Back it with ground work
In our home state, the Cricket Association of Bengal runs a franchise league. A regional deal works better with brand activations in Kolkata, a few outdoor sites near the venue, and merchandise that fans keep.
How to measure a cricket deal
Baseline, codes, weekly report
First, count your enquiries and sales in the target towns for four weeks before the first match. Second, give each property its own phone number, link or offer code. Third, read one report each week against the baseline. If the seller will not share match-wise audience data, treat that as an answer.
/ 04 Sound familiar?
Common problems for brands that want to sponsor cricket
“A seller sent a deck full of reach figures with no source.”
Ask where each number came from. Our market research work checks the audience against your own buyers.
“We signed, and our logo sits on a board nobody looks at.”
Rights give you the place. Acting around it makes people notice. Our brand activations team plans ground offers and dealer meets before you sign.
“A cricketer agreed to feature in our ad. What should we check?”
Read ASCI's celebrity rules below and get image rights in writing. Our celebrity endorsement work asks for that paper before a shoot.
“Our product has advertising rules. Can we still use cricket?”
Maybe, but the rules are strict. Read the rules below and ask your lawyer first. We plan the media around them.
“A rival is the official partner. Is anything left for us?”
Yes, but not their marks. Back a state league or a local tournament, or run your own event for dealers and customers.
/ 05 Cost
What affects the cost of cricket sponsorship
No price list. These things move the number.
We don't publish a price list. We quote after a first call, against a written scope. The rights fee is between you and the seller. Media, production and venue costs are billed separately.
What affects the cost
- Tier of the league. A national board event, a state league and a district cup sit in different ranges.
- Kind of rights. Title, kit, broadcast, venue and digital rights are priced apart.
- Length and exclusivity. A longer deal that keeps rivals out costs more.
- Activation budget. The ground work and content around the deal.
How we price it
- We talk about your sales area and budget
- We write the scope for the plan, creative, activation and report
- A written quote follows within 2 working days
What you get in the quote
- The pieces in scope, set against the 60-day plan
- Questions for each seller
How you pay
| Way of working | When it fits |
|---|---|
| Planning project | Brief, seller questions and contract gap list |
| Activation and report | Creative, ground work and weekly reports, scoped separately |
Public figures are rare. BCCI charged ₹1,00,000 plus GST (tax) for its title-rights tender papers (the formal call for bids) in July 2026, and ₹5,00,000 plus GST for lead sponsor papers in June 2023. That is the cost of reading the terms, not of the rights.
/ 06 Rules that bind a sponsor
Rules a cricket sponsor in India must check
Three sets of rules touch a cricket deal. We read them before we plan.
Categories. Cable TV ads must not promote cigarettes, tobacco, wine, alcohol or liquor, directly or indirectly (Cable Television Networks Rules, 1994, rule 7(2)(viii)). A product with a shared brand name may be advertised only on strict terms. The ad shows that product alone, and the film is certified. The Tobacco Act, 2003, section 5(3) bars promoting tobacco brands in exchange for a sponsorship. BCCI's July 2026 tender bars alcohol, tobacco, betting and other categories.
Players. ASCI (the Advertising Standards Council of India) counts a sportsperson as a celebrity if they earn ₹40 lakh a year or more from ads, or have 5 lakh followers on one handle. A celebrity should check the claims in the ad and give ASCI a signed confirmation. Ask for that paper.
CSR. CSR is the share of profit that a company must spend on social causes. The Ministry of Corporate Affairs rules leave out activities supported on a sponsorship basis for marketing benefits. Ask your auditor before booking a cricket deal as CSR.
Ads for online money games are barred; our sports marketing page has the detail. General guidance, not legal advice. Check the current text, and ask your accountant about tax.
/ 07 What happens next
What happens after you ask
For projects we think we can help, this is how it goes.
- 01
A strategist calls you
In one working day: a 30-minute call with one of our strategists about your business and what is not working.
- 02
You get a 1-page plan
A short, honest plan: what to fix first and what we would do. It is free.
- 03
A quote, if you want one
If you want to go ahead, we send a quote within 2 working days.
We confirm the timeline in the quote. Contracts start at 3 months, with 30 days' notice to stop. A single job, such as one event or one print run, is quoted as one project.
Our beliefWe use AI to save your team's time. A person still makes the decision.
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Led by Sayantan, Chief Creative Director
What people say
What clients say about PromotEdge
Brahmaputra Volleyball League
“I really want to thank Sayantan and his team from PromotEdge because what I find good in them is that, the team.When the team is wonderful, the outcome will definitely be wonderful. I have seen the first cut of the reel which they shot the first day, and they gave us on the morning of the second day.The entire first day they worked so hard and over the night they have edited and on the morning they shared it with us.This is just fabulous and the commitment they have shown. The FIVB team has said that they are very happy with team PromotEdge.And when I showed this clip to my friends, those who are from this industry, they (also said that they) have done a fabulous work.So happy and compliments to the team -- Sayantan and PromotEdge team.Thank you.”
Abhijit BhattacharyaFormer Captain Indian VolleyBall Team; and Founder of Brahmaputra Volleyball LeagueSports
“PromotEdge is one of the most hard working creative agency that LISTENS ! Do I need to say anything more ?!!!!Saurav is one of the most open person I have come across who is ready to speak abt the elephant in the room , that no body wants to talk about !”
Harsh GuptaManaging Director at Rishta FoodsFMCG
“I am delighted with the successful launch of our new website, thanks to the exceptional support from PromotEdge. I extend my gratitude to Benjamin and the team for their dedication and hard work, which has resulted in a new, fresh-looking site that perfectly meets our expectations.”
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Rahul MishraAssistant Manager Digital Marketing & Ecommerce at Magik LightingElectricalsABP Education
“Working with PromotEdge has been an enriching experience for ABP at many different levels. Your understanding of the digital space, customized brand solutions and prompt servicing have helped us achieve our brand goals with so much ease.I would like to especially thank the creative development team, the digital strategy team and above all the servicing team with whom I have worked in close association with, for their all-round support. I wish you all the best in your upcoming projects and I look forward to collaborating with you in future as well.”
Satabdi SahuLead - Brand and Content at ABP EducationEducation“It’s a great way to be back at PromotEdge. I had a great time working them in Kolkata Tunderbolts doing the Volley Biswas character and they all are like good friends like family Saurav Bhaiya, […], and as I speak, I see Sayantan da walking in. HA HA! But it’s been a great experience I am glad to again meeting them and being here at the PromotEdge. Make Calcutta relevant again.”
Priyam GhoseContent Creator“The PromotEdge Agency stay with us all these 3 days, since when we arrived..more, more than 3 days. Since in the airport, they stayed together with us (FIVB team).Sayantan and his team is providing you to see this video.I just (want to say) _Shukriya_. Thank you so much for your team, because we are here in front of the camera but all the team is behind. The entire team together did this great job so that you can see how much volleyball is a lovely sport.”
GibaBrazilian Former Volleyball PlayerSportsPrime Volleyball League
“I would just like to congratulate, PromotEdge Led by Sayantan and his Team who have done an absolutely fantastic job of branding for the Kolkata Thunderbolts, the Branding, the social media campaign was bang on, and I think it help not just the Kolkata Thunderbolts but its really helped me because in the East there was at least one Team that looking very well promoted and branded. Thanks guyz, well done.”
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“We have been working with PromotEdge for almost a year. We have engaged them to manage our Digital marketing campaigns and are impressed with the outcome. Within weeks, we had noticed an increase in performance and they continuously worked on adapting to a new strategy if required to get the maximum mileage for us based on our requirements. A big thank you to their team, and I would highly recommend them to anyone who is considering growing on their Digital Space.”
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“As a progressive and emerging digital marketing company, PromotEdge is doing something right to enhance the experience of companies associated with them.The format they have created is great, there is a smooth flow of communication, great brainstorming sessions and additionally super ideations and executions.Pritha, the account manager, has always been supportive. Whether day or night, weekday or weekend, she came through and solved the problems.…”
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“Hi, my name is Hitesh Malhotra. I'm working in FIVB. We are working with PromoteEdge (with Team Sayantan).I would like to give you a brief detail. So when we started this project, we had a good discussion with them. And personally, I feel PromotEdge is kind of a one stop solution for us. So basically, they provided us the whole storyboarding regarding the digital assets and how we can use those with our ambassadors programme.They helped us a lot to structurize the whole concept from our side. So in fact, there were a lot of great ideas they provided, guiding us...what we should do and what we should not do in this regard.And the best part was that they were very clear from there, from the whole blueprint. So they understood our request from the proposal and then accordingly they executed it.”
Hitesh MalhotraSports Development at Fédération Internationale de Volleyball - FIVBSportsTATA Metaliks
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“PRAN & PromotEdge have been working together for last 1.5 years. Throughout, the work experience is good and satisfactory.As a client, we found PromotEdge very professional and dedicated towards any project assigned to them.Most importantly, They have a bunch of energetic young people who always think from clients’ point of view and come up with the solution which is appropriate for them.I would personally refer PromotEdge to those who want creative and contemporary work.We wish PromotEdge a successful journey ahead.”
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Manish PandeyConsultant & Coach to Content Creator
Weighing a cricket deal?
Tell us your towns and your budget. We'll show you the first three steps
Common questions
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Cricket sponsorship is a paid deal in which a brand gets the right to show its name and speak of its link with a cricket body, team, event or player. It can be a national team shirt or a district tournament. The seller sets what you may show and where.
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It depends on the tier of league, the rights, the length, exclusivity and your activation budget. Public figures are rare. BCCI charged ₹1,00,000 plus GST for its July 2026 tender papers, which is only the entry fee. Apollo Tyres' 2025 release states no amount.
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Start with a local organiser or a district association. Ask who runs it, who owns the ground, what last year's sponsors got and which rights are on offer, and get the list in writing. Then plan an offer or a dealer meet around the match.
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At national level the BCCI sells title rights by tender, and the ICC lists its partners on its site. At state level, start with the state cricket association. For a league team, ask the league and then the team, because each may hold different rights.
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Not directly. Tobacco and alcohol ads are barred on cable TV, and BCCI's 2026 tender bars both, and any product meant to get around the bars. A true brand extension may be advertised on strict terms. Ask your lawyer before you talk to a seller.
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Not if you do it for marketing benefit. The Ministry of Corporate Affairs rules, as amended in January 2021, say CSR does not include activities supported on a sponsorship basis for marketing benefits. Ask your auditor before you book any sports spend as CSR.
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Count enquiries and sales in your target towns for four weeks before the first match. Give each property its own code, link or phone number, and compare weekly. Ask the seller where each audience figure comes from, because TV and social media count impressions differently.
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No. We do not sell or negotiate cricket rights, and we have not placed a cricket sponsorship. We plan the brief, write the questions for the seller, make the creative, run the activation and measure the result. The rights contract is between you and the seller.
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Ongoing monthly work has a 3-month minimum. After that you can stop with 30 days' notice. A project has a clear end, and we confirm its timeline in the quote. The smallest first step, a free 30-minute call and a one-page plan, commits you to nothing.
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We work across India, with deep roots in East and North-East India. We visit you in your city every month, and we review progress with you online every week, so quality and delivery stay on track. When a job needs it, we place our team at your site.