The Board of Control for Cricket in India (BCCI) have announced multi-year partnerships with three new brands, bringing them onboard as Associate Partner for India Home Cricket for a two-season period. The partners are Campa, SBI Life and ChatGPT who all become an Associate Partner and the agreement will kick off from India’s upcoming home series against West Indies and will go on until the end of March 2028. The partnerships are valued at over ?130 crore in total and sees BCCI move into different sectors such as beverage and AI technology.
Devajit Saikia, Honorary Secretary, BCCI, 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 ?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, President, BCCI, 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.”
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