As the lead sponsor, Dream11 will have its logo on the front of the jersey of Indian men’s, women’s, and U-19 cricket teams. Dream11 was the only serious contender in the race as Disney Star was the only other company that picked the tender document, one of the people said.
A top executive with a sports marketing firm blamed exorbitant base price set by the Board of Control for Cricket in India (BCCI) for the poor response to the jersey sponsorship race.
“The base price set by BCCI was lower than what Byju’s (previous lead sponsor) paid, but it was still very high,” the executive said on condition of anonymity. “Consequently, not many companies were interested in participating in the bidding.”
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