The short
- Deal status: BCCI and Dream11 are ending the ~₹358 cr jersey sponsorship following the new online gaming law. Replacement bids are being explored ahead of the Asia Cup window.
- The rule: The Act bans online money games and prohibits advertising, promotion, and sponsorship of such services across media and inventory types.
- Now what: Pause restricted category creatives, activate sponsor substitution clauses, and stand up a brand-risk review for all sports assets.
What the law says (in practice)
Scope “Online money games” include skill or chance formats where users stake money expecting monetary gain. The Act bans offering such services, and bans their advertising/promotion/sponsorship. Payment facilitation is also prohibited.
Media-agnostic The ad/sponsorship prohibition covers broadcast, digital, social, OOH, jerseys, in-stadia, and co-branded content. Expect blocking orders and payment interdictions to enforce.
Bottom line: if a brand directly or indirectly promotes a banned game, it risks penalties—even if the creative avoids explicit “play now” calls.
Who must comply & immediate impact
| Actor | Exposure | Immediate action |
|---|---|---|
| Leagues/Federations | Title/jersey sponsors; on-ground signage; trophy rights; category exclusivity. | Freeze restricted-category assets; notify partners; begin substitution process. |
| Teams/Franchises | Front-of-shirt, sleeve, training kits, dugout branding. | Cover/patch kits; scrub collateral; update media plans & tunnel/backdrop signage. |
| OTT/Broadcasters | On-air L-bands, billboards, spot packages, AFP/branded content. | Stop trafficking; withhold creatives; enable advertiser KYC & category blocks. |
| Events/Agencies | Experiential booths, influencer reads, creator films. | Cancel activations; revise scripts; issue make-goods. |
Brand compliance playbook
1) Freeze & scrub
- Pause trafficking of any RMG/fantasy creatives across TV, OTT, YT, IG, X, OOH.
- Scrub jersey, backdrop, podium, on-air graphics; remove logos from templates.
2) Substitution plan
- Trigger sponsor substitution and morality/illegality clauses.
- Stand up bridge sponsors (auto, consumer tech, BFSI, electronics) to cover near-term events.
3) Platform guardrails (OTT/TV)
- Advertiser KYC; category allow-list; real-time category blocks at ad-server level.
- Creator/influencer contracts to exclude restricted categories; add pre-clearance workflows.
4) Content & PR
- No “how to play/earn” segments; avoid indirect endorsements.
- Public statement template: “We comply with the Act; sponsorships have been re-aligned.”
Contract hygiene & bridge deals
- Illegality/MAC clauses: If activity becomes unlawful, rights revert; enable fast termination or substitution without penalty.
- Indemnities: Shift regulatory risk to sponsor for any legacy creative still in the wild.
- Make-goods: Offer category-safe inventory (CPM-equivalent) for partially delivered assets.
- Measurement reset: Update brand-lift/ROAS targets post-mix shift; document delivery credits.
30-day checklist
- Issue legal notices pausing restricted assets; publish compliance FAQ to stakeholders.
- Patch kits and signage; audit archive graphics (scorebugs, lower-thirds, idents).
- Run an advertiser category audit across all live campaigns and templates.
- Invite bridge bids; prioritise clean categories with fast approvals.
FAQ
- Is there any grace period? Expect swift enforcement (blocking/payment interdictions). Treat as immediate.
- What about legacy creatives already printed? Cover or replace; maintain photo proof of remediation.
- Could fantasy be carved out later? Only via legislative change or rules under the Act—plan for a long runway.
- Will offshore betting ads surge? Risk is high; platforms must strengthen KYC and blocklists to avoid illegal ad buys.
Note: Informational explainer, not legal advice. Confirm specifics with your counsel and the final rules/notifications issued under the Act.