- BCCI named Campa, SBI Life, and ChatGPT as Associate Partners for two home seasons
- The partnerships are valued at over Rs 130 crore, a 44% increase from the last cycle
- New deals bring beverage, insurance, and AI technology brands into Indian cricket
The Board of Control for Cricket in India (BCCI) has named Campa, SBI Life and ChatGPT as Associate Partners for India's home cricket for two seasons, starting with the upcoming home series against the West Indies and continuing until March 2028.
"The three new partnerships have a combined deal value of over Rs 130 crore, representing a 44% increase over the previous cycle," the BCCI said in a statement.
The BCCI added that the new partnerships will expand its commercial portfolio by bringing brands from the beverage, insurance and AI technology sectors into India's home cricket ecosystem.
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The association is also aimed at giving these brands greater opportunities to connect with cricket fans, strengthen their visibility and reach a large consumer base through one of the country's most popular sporting platforms.
The BCCI said the partnerships highlight the broad appeal of Indian cricket for businesses looking to engage with consumers and build stronger connections with its large and passionate fan base.
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BCCI announces Campa, SBI Life and ChatGPT as Associate Partners for India Home Cricket.
The three new partnerships have a combined deal value of over ₹130 crore, representing a 44% increase over the previous cycle, underscoring the strong appeal and growing… pic.twitter.com/GxBeCrGGaB
Commenting on the announcement, BCCI President Mithun Manhas 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 the 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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BCCI Secretary Devajit Saikia said, "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 Rs 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."
The West Indies' tour of India is scheduled to begin on September 27, with the Caribbean side set to play three ODIs and five T20Is during the tour.
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