Jinxed? Why Brands on Team India’s Jersey Turn to Dust
Jinxed? Why Brands on Team India’s Jersey Turn to Dust
From Sahara to Dream11, nearly every major sponsor of the Indian cricket team has faced financial or regulatory turbulence. Is the jersey deal a golden ticket—or a curse?
For brands, nothing shines brighter than a spot on Team India’s jersey. The visibility is unmatched, the prestige undeniable, and the emotional connect with millions of cricket-crazy fans is priceless. But history tells a different story: one of glamour that often leads to grief. From Sahara to Byju’s, and now Dream11, five consecutive sponsors of the Board of Control for Cricket in India (BCCI) have found themselves battling crises unrelated to cricket.
The Allure of the Blue Jersey
Sponsoring the Indian cricket team is akin to casting a superstar in a blockbuster film—instant stardom and maximum eyeballs. Much like Shah Rukh Khan, Salman Khan, or Aamir Khan once guaranteed box office gold, the Indian jersey promises brand immortality. But just as Bollywood’s Khans have faced recent flops, brands too are discovering that jersey sponsorship doesn’t guarantee business success.
The Curse Through the Years
- Sahara (2001–2013): Once synonymous with Indian cricket, Sahara’s logo defined an era that included both the heartbreak of the 2003 World Cup final and the triumph of 2011. Yet, off the pitch, the group crumbled under SEBI scrutiny for raising ₹24,000 crore illegally. Subrata Roy’s arrest in 2014 cemented Sahara’s fall.
- Star India (2014–2017): The broadcaster’s logo came during the rise of Virat Kohli and Rohit Sharma, symbolising a new era. But regulatory probes into market dominance and Hotstar’s eventual merger with Jio weakened the company, leaving its once-glorious position diminished.
- Oppo (2017–2020): The Chinese phone maker signed a ₹1,079 crore deal but cut it short due to poor returns. Patent battles with Nokia and InterDigital worsened its woes. Byju’s took over the deal but inherited the burden.
- Byju’s (2020–2022): The edtech unicorn initially looked like the saviour but soon defaulted on payments. BCCI dragged it to the National Company Law Tribunal (NCLT) over ₹158 crore dues. Mounting financial and regulatory troubles left Byju’s reeling.
- Dream11 (2023–Present): The current sponsor until 2026, Dream11 faces heat over the Online Gaming Bill and repeated GST notices, including one worth ₹1,200 crore. With the government tightening rules around real-money gaming, its future remains uncertain.
Why the Jinx?
Experts suggest the BCCI’s platform brings brands under extreme public and regulatory scrutiny. The glare of being on India’s jersey magnifies existing cracks—financial instability, legal loopholes, or overambitious expansion. In many cases, the glamour of the deal itself appears to push companies into overextension.
The Show Goes On
Despite sponsor after sponsor hitting turbulence, the BCCI remains cricket’s most powerful brand. The jersey spot is still the most coveted marketing jackpot in India, and new suitors will always line up. For the board, the challenge is finding a partner that can withstand the spotlight. For brands, the lesson is clear: visibility is guaranteed, but survival depends on far more than just having your name on the blue jersey.
As cricket and cinema both prove: stars rise and fall, sponsors stumble and collapse, but the spectacle always continues.
