The Board of Control for Cricket in India (BCCI) has appointed Campa, SBI Life and ChatGPT as Associate Partners for India’s home cricket in agreements worth more than ₹130 crore (approx. US$13.7 million) combined, representing a 44% increase in value over the previous cycle.
The two-season partnerships will begin with India’s upcoming home series against the West Indies and cover 35 bilateral matches through March 2028. The agreements bring together brands from the beverage, life insurance and artificial intelligence sectors.
Campa leads bidding for associate rights
Campa, owned by Reliance Consumer Products, secured its rights with the highest bid of ₹1.31 crore (approx. US$138K) per match. SBI Life and ChatGPT each bid ₹1.2 crore (approx. US$126K) per match, taking the combined per-match value of the three successful agreements to ₹3.71 crore (approx. US$391K).
Competition for the rights included Bisleri and Indian Oil Corporation, which each offered ₹1.2 crore (approx. US$126K) per match.
BCCI President Mithun Manhas said in a BCCI announcement: “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.”
Three sectors join the BCCI sponsorship portfolio
The appointments give each partner a different position within the BCCI’s commercial roster. Campa is an Indian beverage brand with a portfolio spanning multiple categories, while SBI Life operates in the life insurance sector and focuses on financial protection and security.
ChatGPT’s appointment introduces an AI platform to the Associate Partner line-up. The OpenAI conversational assistant can respond to prompts through text, speech and images.
Manhas added: “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.”
BCCI advances associate rights process
The BCCI launched its latest sponsorship process in July, seeking bids for title sponsorship and Associate Partner rights across its events. The rights offering included Team India’s international matches as well as domestic competitions such as the Ranji Trophy.
The deadline for title sponsorship bids was August 13, with Associate Partner quotations initially due on August 25. The latter deadline was subsequently extended to September 7 after the Board had yet to finalise a title sponsor following the expiry of its previous agreement in August 2026.
BCCI Honorary Secretary Devajit Saikia said in the BCCI announcement: “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.”
With the Associate Partner rights now awarded, the title sponsorship remains the outstanding element of the BCCI’s current sponsorship process.
Saikia added: “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 new Associate Partner agreements will take effect when India’s home series against the West Indies begins.
