Indian sports brands cut ties amid rising BCCI–BCB tensions
January 9, 2026: The simmering conflict between the BCCI and the Bangladesh Cricket Board has begun spilling beyond boardrooms, with Indian sports equipment manufacturers reportedly pulling back sponsorships from Bangladeshi cricketers. Leading the move are major Indian brands such as Sanspareils Greenlands (SG), which have either terminated or refused to renew endorsement deals, dealing a financial blow to several Bangladesh national team players.
For years, Indian manufacturers supplied most of Bangladesh’s bats, protective gear and endorsement income. With ties now fraying, high-profile players — including T20 captain Litton Das — are among those hit hardest, as “bat sticker” deals form a significant part of their annual earnings. The timing has added to the pressure, forcing players to search for new equipment sponsors just weeks ahead of the 2026 T20 World Cup while absorbing the loss of assured commercial revenue.
The pullback is being seen as a soft power response to recent policy disputes, including Bangladesh’s reported ban on IPL 2026 broadcasts, demands to shift World Cup matches out of India, and visa and workload issues affecting IPL participation. Beyond finances, concerns have also been raised over performance, as many Bangladeshi batters may now have to switch from familiar Indian-made English Willow bats to new brands on short notice — a transition that could impact their World Cup preparations.