The Board of Control for Cricket in India (BCCI) has announced Campa, SBI Life and ChatGPT as Associate Partners for India’s home cricket season, with the three brands signing two-season deals running through March 2028.The partnerships, which begin with India’s upcoming home series against the West Indies, have a combined value of more than Rs 130 crore. According to the BCCI, the figure represents a 44% increase over the previous cycle, underlining the growing commercial appeal of India’s home cricket calendar.The latest deals also expand the BCCI’s commercial portfolio across three distinct sectors — beverages, insurance and artificial intelligence — giving the brands an opportunity to connect with one of the country’s largest and most passionate sporting audiences.
BCCI celebrates 44% jump in partnership value
BCCI president Mithun Manhas said the latest agreements demonstrated the continued strength of India’s home season as a commercial property.“India’s home season continues to be a valuable and sought-after sporting property in the country, and the signing of Campa, SBI Life and ChatGPT is a strong endorsement of the strength of the Indian cricket ecosystem,” Manhas said.“The big increase in the combined value of these partnerships is particularly encouraging. It reflects the trust that leading brands have in the reach, engagement and commercial potential that comes with being associated with BCCI.”Manhas added that the three brands would bring different propositions to Indian cricket.“Each brings a distinct brand and proposition to Indian cricket, and we look forward to working with them to build strong associations that create greater value for all stakeholders,” he said.BCCI honorary secretary Devajit Saikia also highlighted the growth in the value of the home-season partnerships.“The significant growth in the value of our home season partnerships reflects the strength of the property and the confidence that brands have in the BCCI and Team India,” Saikia said.“A 44% increase in the combined deal value, with the latest partnerships valued at over Rs130 crore, is a significant achievement and demonstrates the strong demand for association with Indian cricket.”
Campa, SBI Life and ChatGPT enter the mix
The partnerships bring together three brands from markedly different industries.Campa, the Indian beverage brand with a long-standing consumer legacy, has expanded its portfolio across multiple beverage categories while retaining its Indian identity.SBI Life Insurance brings its focus on financial security and protection, while ChatGPT, OpenAI’s AI-powered conversational assistant, becomes the technology representative among the three new Associate Partners.Saikia said the diverse nature of the partnerships reflected the range of opportunities available through India’s home cricket season.“Campa, SBI Life and ChatGPT represent three very different and exciting categories, and their association highlights the diverse opportunities that our home season offers,” he said.The agreements will cover India’s home cricket calendar until March 2028, further strengthening the BCCI’s commercial ecosystem around the country’s international fixtures.
