BCCI ropes in SBI Life, ChatGPT, and Campa as India Home Cricket partners
The Board of Control for Cricket in India (BCCI) has announced multi-year partnerships with three new brands, bringing them onboard as Associate Partners for India Home Cricket for a two-season period.
Soft drink brand Campa, insurer SBI Life, and AI chatbot ChatGPT have been roped in as Associate Partners. The deal kicks off with the Indian men’s national team’s upcoming home series against the West Indies and will conclude at the end of March 2028.
The partnerships are collectively valued at over INR 130 crore and mark the BCCI’s foray into different sectors such as beverage and AI technology.
Devajit Saikia, BCCI Honorary Secretary, commented:
“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. A 44% increase in the combined deal value, with the latest partnerships valued at over INR 130 crore, is a significant achievement and demonstrates the strong demand for association with Indian cricket.
“Campa, SBI Life and ChatGPT represent three very different and exciting categories, and their association highlights the diverse opportunities that our home season offers. We are pleased to welcome them as Associate Partners and look forward to working with them to create new ways to engage with fans and enhance their experience of Indian cricket.”
Mithun Manhas, BCCI President, said:
“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. 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.
“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.”
