BCCI inks Rs 150 crore deal with Muthoot FinCorp for title sponsorship of Team India matches

Mumbai: The Board of Control for Cricket in India (BCCI) has roped in non-banking financial company Muthoot FinCorp as the title sponsor for all international matches organised by the board till March 2028 for up to Rs 150 crore, sources aware of the development told.

Muthoot FinCorp’s per-match payout is up to Rs 4.3 crore, compared with the Rs 4.85 crore sought by the BCCI for 35 matches in the current cycle, they added.

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The previous title sponsor, IDFC First, paid Rs 4.2 crore per match for the previous cycle, which involved 56 matches and ended in August. IDFC First had secured the rights in 2023 under a three-year agreement worth Rs 235.2 crore.

The BCCI had first floated the tender for the sale of title sponsorship rights on July 20, with August 13 being the last date to submit bids, which was later extended to September 7. “BCCI has done a direct deal with Muthoot FinCorp as it was unable to find a partner through the tender process,” said one of the sources quoted earlier.

A sports marketing official said the new deal, while higher than the Rs 4.2 crore paid by IDFC First, is less than the Rs 4.85 crore per-match base price set by the BCCI.

“Clearly, the deal shows that the cricket sponsorship market continues to be resilient. However, it is also a reality check for the BCCI as it failed to meet its ambition,” the official noted.

The new deal comes close on the heels of the BCCI roping in Campa, SBI Life and ChatGPT as associate partners for bilateral cricket involving Team India. The three new sponsorship deals had a combined deal value of over Rs 130 crore, a 44% jump over the previous cycle.

People familiar with the development had earlier told ET that Campa Cola emerged as the highest bidder at Rs 1.31 crore per match, followed by ChatGPT and SBI Life at Rs 1.2 crore each. Bisleri and Indian Oil Corporation, both of which bid Rs 1.2 crore per match, were also in the fray for associate partnerships.

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The BCCI had raised the reserve price for associate partner rights to Rs 95 lakh per match from Rs 82 lakh previously.

Sports sponsorship spending in India reached Rs 7,942 crore in 2025, growing 7% year-on-year, according to WPP Media’s Sporting Nation report, with cricket increasing its share of the sponsorship market to 89% from 85% a year ago.

The cricket sponsorship market continues to attract strong brands despite the exit of several new-age categories, such as fintech and fantasy sports. Some of the BCCI’s key deals include its front-of-jersey sponsorship agreement with Apollo Tyres, worth Rs 579 crore, and its Rs 145 crore deal with Asian Paints.