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. According to reports from LiveMint, these three partnerships were finalized after the BCCI invited bids in July 2026 and pushed the associate partner deadline to September 7 when the title rights remained empty. The agreements will begin with India's upcoming home series against the West Indies, covering 35 bilateral matches through March 2028. The deals bring brands from the beverage, insurance and artificial intelligence sectors into the BCCI's commercial portfolio, expanding the Board's reach across three different industry sectors. As per the latest media advisory, these partnerships represent three very different and exciting categories that highlight the diverse opportunities offered by India's home season.
The combined value of the three partnerships is more than ₹130 crore across the two-season period, representing a 44% increase compared with the previous partnership cycle. As reported by LiveMint, the final bidding results showed Campa Cola topping at ₹1.31 crore per match, while ChatGPT and SBI Life came in at ₹1.2 crore each. Notably, Bisleri and Indian Oil Corporation also quoted ₹1.2 crore per match but missed the final slots. This growth reflects the confidence of major brands in the reach and engagement offered by India's home cricket, with the increase in associate partner revenues coming despite the board's ongoing efforts to secure a new title sponsor. The latest announcement emphasizes that the partnerships further broaden the BCCI's commercial portfolio, bringing together leading brands across the beverage, insurance and AI technology sectors.
BCCI president Mithun Manhas described the signing as an endorsement of the strength of the Indian cricket ecosystem, highlighting the significant increase in partnership values. According to LiveMint, Manhas noted that each partner brings a different brand proposition to Indian cricket and emphasized the Board's commitment to developing associations that create value for all stakeholders. In the latest announcement, Manhas stated that "India's home season continues to be a valuable and sought-after sporting property" and that the signing is a strong endorsement of the strength of the Indian cricket ecosystem. He noted that the big increase in the combined value of these partnerships is particularly encouraging and reflects the trust that leading brands have in the reach, engagement and commercial potential of being associated with BCCI. Manhas added that "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."
The three partnerships add three distinct categories to the BCCI's commercial portfolio, with brands from beverages, financial services and artificial intelligence joining the home cricket programme. As reported by LiveMint, the agreements are aimed at creating opportunities for brands to connect with cricket fans, reach consumers and build visibility through their association with Indian cricket. The latest media advisory highlights that these partnerships reflect the versatility of Indian cricket as a platform for businesses to build visibility, reach consumers and engage with a large and passionate fan base. The partnerships will remain part of the BCCI's commercial framework as India hosts international cricket through March 2028, beginning with the upcoming series against the West Indies. BCCI honorary secretary Devajit Saikia noted that "Campa, SBI Life and ChatGPT represent three very different and exciting categories, and their association highlights the diverse opportunities that our home season offers."
The latest partnerships come as the BCCI continues its search for a title sponsor for India's home international matches after the previous title sponsorship ended in August 2026. According to LiveMint, the board has not named a replacement for the title rights, with the previous title deal running out in August 2026. By splitting the two processes - securing associate rights and headline rights - the BCCI could bank the ₹130 crore-plus from associate partners now while keeping discussions open on the bigger title package. The board had initially set an August 13 deadline for title sponsorship bids, while quotations for associate partner rights were initially due by August 25, with the associate partner deadline subsequently extended to September 7 as the title sponsorship remained unsecured. The latest partnerships give the BCCI additional commercial commitments for India's home cricket calendar through March 2028, even as the board works to fill the title sponsorship slot, highlighting the strength of commercial demand around Indian cricket despite the ongoing search for a title sponsor.
