The Board of Control for Cricket in India (BCCI) has announced Campa, SBI Life and ChatGPT as its latest associate partners for India’s home international cricket season.
The three partnerships are collectively valued at more than Rs 130 crore over two seasons, marking a 44 per cent increase compared with the corresponding deals in the previous cycle.
The agreements will begin with India’s upcoming home series against the West Indies and remain in effect until March 2028, covering the BCCI’s home international cricket commitments during this period. The partnerships bring brands from the beverage, insurance and artificial intelligence sectors into the Board’s commercial portfolio.
Campa will represent the beverage category, SBI Life the insurance sector and ChatGPT the artificial intelligence sector. The BCCI said the partnerships will provide the brands with opportunities to connect with cricket fans, reach consumers and build visibility through their association with Indian cricket.
The Board said the increase in the combined value of the partnerships reflects the confidence major brands have in the reach and engagement offered by India’s home cricket programme. It also said the deals further expand its commercial portfolio across different sectors, including beverages, financial services and artificial intelligence.
BCCI president Mithun Manhas described the partnerships with Campa, SBI Life and ChatGPT as an endorsement of the strength of the Indian cricket ecosystem.
Manhas said the significant increase in the combined value of the deals was encouraging and reflected the trust leading brands have placed in the reach, engagement and commercial potential associated with the BCCI. He added that each partner brings a different brand proposition to Indian cricket and said the Board would work with them to develop associations that create value for stakeholders.
BCCI secretary Devajit Saikia said the rise in the value of the home-season partnerships demonstrated the strength of the property and the confidence brands have placed in the BCCI and Team India.
The three partnerships will therefore form part of the BCCI’s commercial framework as India hosts international cricket through March 2028, beginning with the upcoming home series against the West Indies.
