My11Circle, a fantasy gaming app, has secured the position of the official partner for the Indian Premier League (IPL) by surpassing competitors with a bid of Rs 125 crore per year for a five-year duration. The bid, amounting to a total of Rs 7625 crore over the contract period, surpassed the previous holder Dream11, which bid Rs 103 crore annually for the partnership rights. Dream11 had previously paid Rs 210 crore for the official rights, which expired in 2023.
As the bids were officially unveiled, sources indicate that the Board of Control for Cricket in India (BCCI) is poised to announce the partnership formally in the upcoming days. This triumph represents a notable milestone for My11Circle, establishing its foothold in the fantasy gaming sector. Collaborating with the IPL, a renowned cricket tournament worldwide, will bolster the app's brand visibility and interaction with cricket enthusiasts nationwide.
Under the official partner status conferred by the BCCI, My11Circle gains category exclusivity within the fantasy gaming segment, barring any other player from holding similar official partnership rights for the next five years. In addition to My11Circle's success, Angel Broking secured official partner rights in the financial services category with a bid of Rs 782 crore per year for a five-year partnership, surpassing its competitor Groww. Similarly, Rupay emerged victorious in the financial services cards category with an uncontested bid of Rs 70 crore per year for three years.
It's worth mentioning that despite the participation of various contenders, certain categories, such as the strategic time-out partner and umpire partner rights, did not receive any bids, prompting the BCCI to seek alternative arrangements for these partnerships. The recent round of bidding for IPL official partner rights underscores the increasing commercial allure and market value of cricket's foremost league. The substantial figures associated with these partnerships, exemplified by Tata Group's recent title sponsorship agreement valued at Rs 500 crore annually, underscore the IPL's position as a platform for brands to promote their offerings.
These advancements align with the television and digital rights agreements previously attained by the BCCI, enhancing the IPL's status as a sporting spectacle with worldwide appeal. With the conclusion of this bidding process, My11Circle and other official partners are poised to embark on a journey, capitalizing on the IPL's extensive reach and popularity to enhance brand exposure, interaction, and revenue expansion in the forthcoming years.