The Board of Control for Cricket in India (BCCI) has expanded its commercial portfolio by signing two-season partnership agreements worth more than Rs 130 crore with Campa, SBI Life and ChatGPT as Associate Partners for India’s home cricket.
The partnerships will be in effect from India’s upcoming home series against the West Indies until March 2028. The combined value of the three agreements is 44 per cent higher than that of the previous cycle, highlighting the rising commercial value of Indian cricket.
The new deals bring brands from the beverage, insurance and artificial intelligence industries into the BCCI’s commercial network. They will cover India’s bilateral home cricket commitments involving the men’s and women’s teams during the two-season period.
BCCI president Mithun Manhas said the partnerships reflected the strength of Indian cricket and the continued faith brands have in the sport.
“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,” Manhas said.
INDIA'S BUSY CALENDAR BOOSTS BCCI'S COMMERCIAL APPEAL
The announcement comes as Indian cricket prepares for another packed schedule involving both the men’s and women’s teams.
BCCI honorary secretary Devajit Saikia said the increase in partnership value reflected the strong demand for brands to be associated with Indian cricket.
“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,” Saikia said.
The Indian men’s team will play a three-match T20I series against Afghanistan in Delhi from September 13 to 17, with all three games scheduled to take place at the Arun Jaitley Stadium.
Meanwhile, the Indian women’s team is competing in the Women’s Asia Cup in Dubai, with the tournament running from August 28 to September 13. India have already secured a place in the knockout stage.
The addition of ChatGPT alongside Campa and SBI Life highlights the growing diversity of industries seeking to benefit from Indian cricket’s enormous audience. The partnerships also provide the BCCI with another substantial increase in the commercial value of its home season.
