The Board of Control for Cricket in India (BCCI) has secured a combined deal worth more than Rs 130 crore with Campa, SBI Life and ChatGPT as Associate Partners for India’s home cricket season. The partnerships will run for two seasons, beginning with the upcoming home series against the West Indies and continuing through March 2028.
Three brands join India’s home cricket ecosystem
The BCCI announced that Campa, SBI Life and ChatGPT have joined as Associate Partners for India’s home matches.
The three partnerships have a combined value of more than Rs 130 crore, according to the BCCI. The board said the figure represents a 44% increase compared with the previous partnership cycle.
The new agreement brings together brands from three different sectors: beverages, insurance and artificial intelligence technology. Their inclusion expands the range of industries associated with India’s home cricket season.
New partnerships expand BCCI’s commercial reach
The BCCI said the partnerships will give the three brands opportunities to connect with cricket fans and strengthen their visibility among a large consumer base.
India’s home cricket calendar provides brands with a major platform to engage with consumers. The latest agreements add companies from different industries to the cricket ecosystem while expanding the BCCI’s commercial portfolio.
The board said the partnerships also underline the broad appeal of Indian cricket for businesses seeking to build stronger connections with consumers and engage with its large and passionate fan base.
BCCI president highlights 44% growth
BCCI President Mithun Manhas welcomed the addition of the three partners and highlighted the importance of India’s home cricket season.
Manhas said the partnerships with Campa, SBI Life and ChatGPT reflect the strength of the Indian cricket ecosystem. He also pointed to the 44% increase in the combined value of the latest partnerships compared with the previous cycle.
According to Manhas, the rise reflects the confidence that leading brands have in the reach, engagement and commercial potential associated with the BCCI.
He also noted that each partner brings a distinct brand and proposition to Indian cricket. The BCCI expects the associations to create greater value for the participating brands and other stakeholders.
BCCI secretary points to strong demand
BCCI Secretary Devajit Saikia also highlighted the growth in the value of the board’s home-season partnerships.
Saikia said the increase reflects the strength of India’s home cricket property and the confidence brands have in the BCCI and Team India. He described the 44% rise in combined deal value, with the latest partnerships exceeding Rs 130 crore, as a significant achievement.
He added that the involvement of Campa, SBI Life and ChatGPT demonstrates the diverse commercial opportunities offered by India’s home cricket season.
The BCCI said it looks forward to working with the three partners to create new ways to engage with fans and enhance their experience of Indian cricket.
West Indies tour set to open new partnership cycle
The new partnership period will begin with the West Indies’ tour of India, which is scheduled to start on September 27.
The Caribbean team is set to play three One Day Internationals and five T20 Internationals during the tour.
The series will mark the beginning of the new home-season partnership cycle involving Campa, SBI Life and ChatGPT. The agreements will remain in place for two seasons, with the partnership period extending until March 2028.
With the three deals collectively valued at more than Rs 130 crore, the BCCI has reported a significant rise in the commercial value of its home-season associate partnerships compared with the previous cycle.
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