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IPL is returning in the last week of March 2026, and the media rights are sold for a record-breaking amount of $13.4M per match! And on a first glance, the league is as strong as ever: packed stadiums, eager broadcasters, and waiting sponsors.

 

Yet, the cricket business has taken a significant turn behind the scenes. The Indian parliament introduced the Promotion and Regulation of Online Gaming Act (PROG Act) in August 2025. And days later, fantasy gaming sites were out of Indian sports, taking nearly 40% of IPL broadcast ad revenue with them. It is not a crisis, but it is a big reset.

 

The Law That Changed The Cricket Economy

 

The PROG (Promotion and Regulation of Online Gaming) Act, passed by the Parliament and signed by President Droupadi Murmu in August 2025, bans any platform from offering or promoting games which involve placing bets with real money and sports betting and fantasy cricket are listed as specific forms of games to be banned. Key clauses of the act are:

 

• Bans real-money online gaming.
• Bans advertisement of such games and platforms.
• Provides imprisonment of up to five years for repeat offenders.
• Imposes fines up to 2 crore.
• Bars banks from processing gambling transactions.
• Bans celebrities from promoting such applications.

 

The move was sudden and industry leaders were unprepared for the legislation. Within weeks fantasy brands had withdrawn sponsorship agreements from Indian sports.

 

Also Read | IPL 2026 Schedule Announcement Expected in Two Phases - Here’s Why

 

How Big Was Fantasy Cricket’s Role?

 

Fantasy sports had become heavily entwined with cricket marketing. As estimates suggest:

 

• Up to 40% of the IPL's broadcast ad revenue was contributed by fantasy gaming companies.
• Fantasy gaming had invested approximately ₹4,500 crore in sports marketing annually.
• The sector was valued at $3.7 billion in 2024 and was predicted to grow to $9.1 billion by 2029.
• Major sponsorship deals were struck with Dream11 (₹358 crore for Indian team jersey sponsorship) and My11Circle (₹625 crore for IPL fantasy rights).

 

These platforms weren't just advertisers; they were crucial drivers of fan engagement, app downloads and in-game interest. However, that money evaporated overnight.

 

Immediate Impact on IPL and BCCI

 

The Board of Control for Cricket in India (BCCI) had to take swift action. Dream11 pulled its sponsorship and the Indian team was left without a jersey sponsor. After months of negotiation, Apollo Tyres came onboard, with a larger deal of ₹579 crore for 2.5 years until March 2028. However, even as this was larger than Dream11's previous ₹358 crore deal, it confirmed that major brands still saw value in Indian cricket, even as other sponsor types changed from daily engagement from fantasy gaming apps to broader visibility from tyre and tech brands.

 

At a central level, new partners also signed up including Google Gemini (₹270 crore for 3 years) and Tata Group continued its association.

 

IPL 2025 vs IPL 2026 - A Sponsor Shift

 

IPL 2025: Fantasy Brands Dominated

 

Franchise/Body	Sponsor
SRH	Dream11 (Jersey)
KKR	Dream11 (Jersey)
Gujarat Titans	Dream11 (Jersey)
Punjab Kings	Dream11 (Jersey)
Delhi Capitals	Dream11 (Jersey)
BCCI (Team India)	Dream11 - ₹358 crore

 

IPL 2026: Phase of Reconstruction 

 

Franchise/Body	Sponsor
SRH	No jersey sponsor; Jio + BKT Tyres as principals
KKR	Vida (Jersey); Lux Cozi (Merchandise)
LSG	No confirmed jersey sponsor
Gujarat Titans	Birla Estates (Principal)
RCB	Nothing replaces Qatar Airways
BCCI	Google Gemini + Apollo Tyres + Tata

 

Also Read | RCB Captain Chooses Australia Legend Over Gautam Gambhir in 'This or That' Challenge

 

Broadcast Revenue Ripple Effect

 

Fantasy apps were significant advertisers during IPL broadcast, and with their exit, ad demand weakened. It is estimated that ad spending may fall by 8-10% annually, and competition for prime ad slots will reduce with a slower broadcast revenue growth. A much bigger concern for the BCCI remains the renewal of media rights in 2027.

 

If broadcasters do not have enough advertising revenue, they may be less eager to bid aggressively, decreasing the media rights value in the next cycle. This is a crucial challenge for a league which has thrived on rising media numbers.

 

Smaller Leagues face Bigger Risk

 

Though IPL is strong enough to attract global brands like Google and Tata Group, small leagues are more vulnerable to this issue. Some of the instances of the effect of this issue are the loss of Pro Kabaddi League rights by Vision 11 and the postponement of the European T20 Premier League to 2026. Even regional leagues have lost out on major sponsors. These leagues are heavily dependent on gaming companies for funding.

 

It has been predicted that domestic leagues might have to slash their budgets and even lower the amounts paid to the players, which might affect the marketing efforts of the leagues. Though this would not affect the Indian Premier League, other leagues might still face this issue.

 

Player Endorsements Take a Hit

 

Star cricketers were also heavily impacted, as they had endorsement deals worth crores with fantasy gaming companies which ended overnight. Some top players impacted were Virat Kohli, MS Dhoni and Rohit Sharma who lost their gaming endorsements. While these top players still possess strong brand value and have deals with automotive, finance and lifestyle brands, younger domestic players and upcoming cricketers, especially female and junior players, will feel this income gap more acutely as fantasy platforms often offered significant support to emerging athletes.

 

Fan Engagement Without Fantasy

 

The concept of fantasy cricket had completely revolutionized the way cricket enthusiasts used to engage themselves with the game. Earlier, enthusiasts used to create teams for each game played, used to view the statistics of the players in real-time, used to engage themselves with the game until the end of the innings, and even used to spend money on the game. However, to bridge this gap, the IPL is looking forward to other avenues such as AR and VR experiences, digital collectibles, AI-based experiences, and technology partnerships with other sectors across the world.

 

Also Read | Explained: Why Gautam Gambhir Cannot Join Rajasthan Royals Until 2028 Despite Massive Offer

 

Is IPL 2026 in Trouble?

 

The numbers for the upcoming IPL season point more to stability than crisis, with media rights at $13.4M per match, Apollo Tyres'  INR 579 crore deal and Google Gemini's INR 270 crore agreement, and strong franchise valuations, sponsors still seem to be interested in Indian cricket. However, growth is likely to be slower than in the previous cycles and the IPL will have to work on diversifying its sponsor base, international markets and enhancing digital fan engagement, and importantly, reducing its dependency on the gaming industry. This is not a collapse but a major reset.

 

Conclusion - A New Business Model Begins

 

IPL 2026 is back, and it's a return under a new framework. The Online Gaming Act took away a vital revenue source, but it hasn't brought the league down. What was once the foundation of almost half of broadcast ads is now a closed chapter, with tyre companies, AI platforms, real estate firms and tech giants stepping in to fill the void.

 

The real test will come in 2027 when media rights come up for renewal, but for now, the IPL continues to be the premier cricket property worldwide. The world of Indian cricket has seen and overcome many transitions, and this is yet another chapter, a chapter where the business demands smarter planning and greater collaboration. The show, as always, goes on, but the business behind it looks undeniably different.