The Board of Control for Cricket in India (BCCI) has added Campa, ChatGPT and SBI Life as associate partners for Team India’s home international matches.
The three brands will remain partners until March 2028. Their partnerships will start with India’s upcoming home series against the West Indies.
The new deals are reportedly worth more than ₹130 crore across two seasons. This is around 44% higher than the previous commercial cycle.
The new partnerships show the strong commercial value of Indian cricket. However, the BCCI still needs to find a new title sponsor.
The three new partners come from different industries. Campa represents the beverage sector, ChatGPT represents artificial intelligence, and SBI Life represents the insurance sector.
Campa Cola wins the biggest deal
Among the three brands, Campa Cola made the highest bid.
The Reliance-owned beverage brand reportedly won its rights with a bid of ₹1.31 crore per match.
Campa faced competition from brands such as Bisleri and Indian Oil Corporation. Both reportedly bid ₹1.2 crore per match.
ChatGPT and SBI Life also won associate partner rights after bidding ₹1.2 crore per match each.
The BCCI had set the reserve price for an associate partner at ₹95 lakh per match. The previous reserve price was ₹82 lakh.
This means the BCCI increased the base price by around 15.85%.
The rights cover 35 home international matches. At the reserve price, each partnership has a minimum value of around ₹33.3 crore.
The new deals will give the BCCI more revenue. At the same time, the three brands will get access to one of the biggest sports audiences in the world.
BCCI president welcomes the new partners
BCCI president Mithun Manhas welcomed Campa, SBI Life and ChatGPT.
He said their arrival showed the strength of Indian cricket.
“The signing of Campa, SBI Life and ChatGPT is a strong endorsement of the strength of the Indian cricket ecosystem,” Manhas said.
He also welcomed the rise in the total value of the partnerships.
“The big increase in the combined value of these partnerships is particularly encouraging,” he said.
Manhas added that the deals showed the trust that major brands have in the BCCI and Team India.
He also pointed out that the three brands come from different industries.
This shows that Indian cricket continues to attract companies from many different sectors.
The partnerships will help the brands connect with Team India’s huge fan base. They will also help the BCCI reach more types of businesses.
Deals start with the West Indies series
The partnerships with Campa, ChatGPT and SBI Life will begin with India’s upcoming home series against the West Indies.
The deals will continue until March 2028.
They will cover India’s home international matches during this period. This means the brands will get visibility across several bilateral series.
The deals also come at an important time for the BCCI.
The board is rebuilding its commercial portfolio after its previous title sponsorship deal with IDFC First Bank ended in August 2026.
The BCCI has now found its associate partners. However, the bigger title sponsor position is still open.
BCCI sets high price for title sponsor
The BCCI has set a reserve price of ₹4.9 crore per match for the title sponsorship rights.
This is higher than the previous price of ₹4.2 crore per match, which IDFC First Bank paid.
For 35 matches, the title sponsorship package has a minimum value of around ₹170 crore.
The BCCI has kept the reserve price high even though it has not yet found a new title sponsor.
This shows that the board still believes Team India is one of the most valuable sports properties in India.
However, the sports advertising market has changed.
Many brands now spend more money on T20 cricket. T20 matches are shorter and usually offer fast-paced entertainment.
Test and ODI cricket face more competition for advertising money.
Still, the new associate deals show that brands continue to see strong value in Indian cricket.
Why brands want to partner with Indian cricket
Indian cricket has a huge fan base. This makes Team India very attractive to brands.
According to WPP Media’s XIII Edition of the Sporting Nation 2025 Report on India’s Sports Economy, India’s sports economy crossed $2 billion for the first time in 2025.
The sports economy reached around ₹18,864 crore ($2.134 billion) in 2025.
It grew by 13.4% from ₹16,633 crore in 2024.
Cricket remained the biggest sport in India. It made up around 89% of the country’s sports economy.
This gives the BCCI strong power when it negotiates sponsorship deals.
Brands linked with Team India can reach millions of fans through TV, digital platforms, stadiums and social media.
For companies that want nationwide exposure, Indian cricket remains one of the biggest platforms available.
BCCI secretary praises the new deals
BCCI secretary Devajit Saikia also welcomed the rise 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.
His comments show the BCCI’s confidence in the commercial value of Team India’s home matches.
The board is not only adding three new sponsors. It is also showing that brands are ready to pay more to work with Indian cricket.
The arrival of ChatGPT is especially notable.
It brings a major AI technology platform into the BCCI’s commercial group.
Campa adds a well-known beverage brand to the group. SBI Life adds a major insurance company.
Together, the three brands give the BCCI partners from three very different industries.
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Title sponsor search continues
The BCCI has now completed its associate partner deals. But it still has one major commercial position to fill.
The search for a new Team India title sponsor continues.
The BCCI wants to see if it can find a major brand willing to meet its expected price.
The current sponsorship deals will run until March 2028.
The shorter deal period could also help the BCCI in the future. The board could align several major commercial rights around the same time.
This could help it attract bigger brands and create more competition for its sponsorship rights.
For now, the BCCI has made a strong start.
Campa, ChatGPT and SBI Life have joined Team India’s home cricket commercial lineup.
Their deals show that major brands still see Indian cricket as a strong platform for brand visibility, fan engagement and business growth.
What do you think? What impact could Campa, ChatGPT, and SBI Life have on the future of Indian cricket sponsorship? Let us know your thoughts on this in the comments.
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