Three Brands Join India’s Home Cricket Season
The Board of Control for Cricket in India (BCCI) has signed Campa, SBI Life and ChatGPT as Associate Partners for India’s home cricket season, bringing together brands from the beverage, insurance and artificial intelligence sectors.
The partnerships will cover two seasons, beginning with India’s upcoming home series against the West Indies and continuing through March 2028. The combined value of the three agreements is more than ₹130 crore, representing a 44% increase over the previous cycle.
35 Bilateral Matches Covered
The agreements cover 35 bilateral matches to be played in India during the partnership period.
Campa Cola, owned by Reliance Consumer Products, emerged as the highest bidder at ₹1.31 crore per match. ChatGPT and SBI Life each bid ₹1.2 crore per match.
Bisleri and Indian Oil Corporation also reportedly quoted ₹1.2 crore but did not secure the final associate partner positions.
The three partnerships together work out to roughly ₹3.71 crore per match, underlining the continuing commercial strength of Indian cricket.
ChatGPT Enters Indian Cricket Sponsorship
The inclusion of ChatGPT marks a notable expansion of AI’s presence in sports sponsorship.
ChatGPT, developed by OpenAI, becomes part of the BCCI’s commercial portfolio alongside an established Indian beverage brand and a major life insurer.
The BCCI said the diverse mix demonstrates how India’s home cricket season can provide companies from very different industries with opportunities to reach and engage a large fan base.
BCCI’s Associate Rights Gain Value
The latest agreements represent a substantial increase compared with the previous associate partnership cycle.
BCCI President Mithun Manhas described the rise in partnership value as a sign of continued confidence in Indian cricket’s reach and commercial potential.
Honorary Secretary Devajit Saikia also highlighted the 44% increase, saying the latest partnerships demonstrate strong demand for association with the BCCI and Team India.
Title Sponsor Still Not Finalised
The new associate partnerships come as the BCCI continues its search for a title sponsor for India’s home international matches.
The previous title sponsorship agreement ended in August 2026. The board had invited bids for both title sponsorship and associate partner rights earlier this year.
By finalising the associate deals, the BCCI has secured significant commercial commitments while continuing negotiations over the more prominent title sponsorship slot.
A Different Mix of Brands
The partnership brings together three very different consumer propositions.
Campa represents the revival of an iconic Indian beverage brand, SBI Life brings financial protection and insurance, while ChatGPT represents the rapidly expanding AI technology sector.
The combination reflects how cricket sponsorship is increasingly extending beyond traditional categories such as consumer goods, automobiles and financial services.
Summary: The BCCI has signed Campa, SBI Life and ChatGPT as Associate Partners for India’s home cricket season through March 2028. The three deals are worth more than ₹130 crore combined and cover 35 bilateral matches. Campa bid ₹1.31 crore per match, while ChatGPT and SBI Life bid ₹1.2 crore each. The BCCI is still seeking a new title sponsor.
