Why has BCCI barred tyre, paint and sportswear brands from title sponsorship talks?

The BCCI is holding direct talks with brands including Google Gemini, SBI Life, IDFC First Bank and Spinny for India's title sponsorship rights. Tyre, paint and sportswear brands have been barred from bidding. The restriction aims to protect existing sponsors in those categories.

The board continues its search for a new title sponsor more than two weeks after the previous deal expired. The move limits the pool of potential bidders in a high-value auction. Officials have prioritised relationships with current partners over opening the process to all interested parties.

The decision reflects the board's approach to balancing revenue goals with long-term sponsor commitments. It follows earlier reports that the BCCI remains without a title sponsor weeks after the deadline.