The Board of Control for Cricket in India (BCCI) governing body has struck deals with the Dream11, CEAT Tyres, and Amul brands in advance of the inaugural Women’s Premier League (WPL) Twenty20 cricket franchise competition.

All three firms are on board as commercial partners for the first three seasons of the WPL, beginning with this year's inaugural season from Saturday (March 4) until March 26 through to the end of the 2025 campaign.

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Fantasy sports platform Dream11 will be the tournament’s official fantasy partner, CEAT Tyres will serve as the official strategic timeout partner, and dairy heavyweight Amul is in as official beverage partner for the top-tier league.

The BCCI began the process of finding tournament sponsors for the WPL earlier this month via a request for quotations.

These deals follow on from the BCCI bringing in Indian conglomerate Tata Group as the tournament’s title partner, extending its relationship with cricket in the country. The group has occupied the same role for the men’s Indian Premier League since before last year’s edition.

In a statement confirming the Amul tie-up, the BCCI said: “Amul, the largest in the world in the dairy category, has had a path-breaking journey which resonates with the inaugural WPL. As the official beverage partner, fans will be provided with a wide offering of Amul products at all WPL stadiums.”

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Dream11 has previously acted as title sponsor of the men’s IPL, in 2020, while CEAT has also previously partnered with that iconic tournament. Amul, meanwhile, has formerly been a partner of cricket in Ireland, Afghanistan, and New Zealand.

Jay Shah, secretary of the BCCI, added: “There is rising interest in the inaugural edition of the Women’s Premier League. New partners coming on board is a testament to the quality and popularity that the tournament is set to garner amongst the fans and other stakeholders … We thank all the partners for their support …”

The inaugural season of the WPL will commence with the Mumbai Indians taking on the Gujarat Giants at the DY Patil Stadium in Mumbai, which will stage the first edition in its entirety.

The BCCI has already sold the WPL's domestic media rights for the next five years to Viacom18, one of India’s leading entertainment networks, for $116 million ($23 million per year).

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