The BCCI has reduced the base price of title sponsor rights for international cricket matches held in India to INR 2.4 crore per match. The three-year title sponsor rights, covering 56 matches, will begin in September 2021 and end in August 2026. The decision follows the tepid demand for high-priced cricket properties and the exit of new-age brands, conserving cash. BCCI is targeting a larger number of brands for bidding and potential entry of a new sponsor category.