The Board of Control for Cricket in India (BCCI) has bolstered its commercial portfolio after ratifying associate partnership deals worth a total of 129.85 crore Indian rupees. Valid through to March 2028, the agreements cover a package of 35 domestic bilateral international matches, securing three major brand partnerships across distinctly different commercial sectors.
Reliance Consumer Products’ soft drink brand Campa Cola submitted the winning tender for the highest associate tier, offering 1.31 crore rupees per match. Campa Cola fended off tough competition from bottled water producer Bisleri and state-owned energy firm Indian Oil Corporation (IOC), both of which submitted bids at 1.20 crore rupees per fixture. Financial services provider SBI Life and artificial intelligence platform ChatGPT also secured associate partner rights, agreeing to match rates of 1.20 crore rupees per game.
Over the 35-match cycle, Campa Cola’s commitment yields 45.85 crore rupees, while SBI Life and ChatGPT will each contribute 42 crore rupees to the governing body’s bank account.
Despite finalizing these lucrative associate agreements, the board’s flagship inventory remains open. The primary title sponsorship position became vacant following the expiry of the previous deal with IDFC First Bank in August 2026. The board had originally issued invitations to tender for both title and associate rights earlier in July, setting initial deadlines of 13 August for title candidates and 25 August for associate partners, with the associate bidding window subsequently extended to 7 September.
Securing partnerships with companies spanning fast-moving consumer goods, financial services, and emerging generative technologies highlights the vast commercial reach of Indian cricket. While Campa Cola leverages match visibility to challenge incumbent beverage giants, ChatGPT’s entry marks a distinct shift toward frontier technology brands entering top-tier sports sponsorship in the region.
All eyes now turn to the upcoming tender process for the title sponsorship. Given the massive domestic television ratings and digital viewership generated by the national team, board officials expect the eventual title contract to command a significant premium over associate rates, further solidifying the BCCI’s position as world cricket’s most financially powerful governing body.
