Team India sponsorship puzzle: Why big brands keep getting burned

Sponsoring the Indian cricket team is supposed to be a marketing masterstroke—millions of eyeballs, prime-time TV spots, and a direct connection to the most cricket-crazy nation in the world. Yet, history suggests otherwise.

From Sahara to Byju’s, OPPO to Paytm, and even Dream11, almost every brand that has slapped its logo on Team India’s jersey or title sponsorship has hit a financial, legal, or market disaster. Some went bankrupt, others faced regulatory heat, and some just vanished overnight from the cricket scene.

Coincidence? Or is there a real jinx behind the sponsorship dream?

Sahara: From Cricket’s Crown Jewel to Corporate Downfall

For 12 years, Sahara was the name on India’s cricket jerseys (2001-2013). Their logo was everywhere, and it looked like a brand that would dominate for decades. But behind the scenes, the company was drowning in financial and legal trouble.

In 2014, Sahara’s founder Subrata Roy was arrested over financial irregularities, and the company’s empire collapsed. Once a corporate giant, Sahara became a cautionary tale—and it all unfolded just a year after losing the Team India sponsorship.

Star India: Too Big to Fail… But Sponsorship Said Otherwise

Star India, a broadcasting behemoth, took over as Team India’s jersey sponsor from 2014-2017. It seemed like a match made in heaven—owning both the media rights and the jersey sponsorship.

But here’s where it gets messy: the dual role led to conflicts of interest with other advertisers, regulatory scrutiny, and a financial strain on the company. In 2017, Star India pulled out, refusing to renew the deal, proving that even media giants can struggle to keep up with cricket’s high price tag.

OPPO’s ₹1,079 Crore Gamble That Didn’t Pay Off

When Chinese smartphone brand OPPO bagged the Team India jersey sponsorship in 2017, they made a record-breaking bid of ₹1,079 crore. The goal? Dominate the Indian smartphone market using cricket.

But things didn’t go as planned. The aggressive marketing spend crippled their profitability, and by 2019, OPPO handed over the deal to Byju’s, taking a massive financial hit. A five-year deal that lasted just two years? That’s cricket sponsorship for you.

Byju’s: From Billion-Dollar Boom to insolvency

Byju’s, India’s once-glorified EdTech giant, took over OPPO’s deal in 2019, thinking cricket would cement its dominance. Instead, what followed was a financial disaster.

In 2024, BCCI dragged Byju’s to court over ₹150 crore in unpaid dues. Meanwhile, the company’s valuation collapsed from $22 billion to zero, employees were laid off, and investors panicked. Byju’s—once a startup superstar—became a financial horror story.

Paytm: When Sponsorship Meets Stock Market Chaos

Paytm was everywhere in Indian cricket. From 2015 to 2022, it was BCCI’s title sponsor for all home series. But while cricket was booming, Paytm’s stock was tanking.

By 2022, Paytm’s stock had fallen over 70% from its IPO price. Regulatory hurdles, mounting competition, and financial setbacks led Paytm to pull out of the sponsorship game, passing the baton to Mastercard in 2022.

Dream11: A Fantasy Cricket Giant, But a Real-World Tax Nightmare

Dream11 came in as Team India’s new sponsor in 2023, but just as they got comfortable, the government dropped a 28,000 Crore GST bomb on the fantasy sports company.

Suddenly, profitability became a question mark, and Dream11 also found itself fighting regulatory challenges. Can they survive the sponsorship curse, or will they meet the same fate? The clock is ticking.

IDFC First Bank: The New Player, But the Same Old Pattern?

IDFC First Bank took over as the title sponsor in 2023, shelling out a cool ₹369 crore for the honour. But with rising Non-Performing Assets (NPAs) and financial metrics that could use a power boost, the bank's sponsorship move is now raising eyebrows. Critics are wondering if this was a strategic play or if IDFC First Bank was stepping onto a slippery slope.

With history as a reference, the big question is: Will IDFC First Bank survive the Team India sponsorship hex?

Understanding the Sponsorship Jinx

The recurring misfortunes of Team India's sponsors raise questions about the viability and wisdom of such high-stakes investments. Several factors might contribute to this pattern:

• Financial Overextension: The immense costs associated with sponsoring the Indian cricket team can strain a company's finances, especially if the anticipated returns on investment don't materialize.
• Regulatory and Legal Scrutiny: High-visibility sponsorships can attract increased attention from regulatory bodies, leading to legal challenges and financial penalties.
• Market Dynamics: Rapid changes in market conditions, consumer preferences, and economic downturns can adversely impact companies, regardless of their sponsorship deals.

While the idea of a "curse" adds drama, it's more about the high-stakes gamble of such partnerships. Brands need to crunch the numbers, gauge the risks, and have a game plan before diving into the cricket sponsorship arena.