BCCI Strengthens Commercial Portfolio with Campa, SBI Life and ChatGPT as Associate Partners

The Board of Control for Cricket in India has secured three new Associate Partners for India’s home cricket season, bringing together brands from the beverage, insurance and artificial intelligence sectors in a two-season agreement valued at over ₹130 crore.

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BCCI announces Campa, SBI Life and ChatGPT as Associate Partners for India Home Cricket.

The three new partnerships have a combined deal value of over ₹130 crore, representing a 44% increase over the previous cycle, underscoring the strong appeal and growing… pic.twitter.com/GxBeCrGGaB

— BCCI (@BCCI) September 8, 2026

The partnerships, which commence with India’s upcoming home series against the West Indies and run through March 2028, represent a 44% increase in combined value over the previous cycle. The figure underscores the sustained commercial appeal of India’s home fixtures and the confidence that leading brands continue to place in the BCCI as a marketing platform.

Campa, SBI Life and ChatGPT will join the BCCI’s commercial portfolio for the duration of the agreement, each representing a distinct category. The deals reflect the board’s strategy of diversifying its partner base while capitalising on the broad reach of Indian cricket.

Board Leaders Welcome New Partners

BCCI President Mithun Manhas described the agreements as a strong endorsement of the Indian cricket ecosystem. “The big increase in the combined value of these partnerships is particularly encouraging,” Manhas said. “It reflects the trust that leading brands have in the reach, engagement and commercial potential that comes with being associated with BCCI.”

Honorary Secretary Devajit Saikia highlighted the significance of the 44% rise in deal value. “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,” Saikia said. “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 also noted the diversity of the three partners. “Campa, SBI Life and ChatGPT represent three very different and exciting categories, and their association highlights the diverse opportunities that our home season offers.”

Campa, an iconic Indian beverage brand with a rich legacy and strong generational connection, has evolved into a total beverage brand with a presence across multiple categories. The brand combines its Indian heritage with a contemporary spirit, with a portfolio built for today’s consumers.

SBI Life Insurance, one of India’s leading life insurance companies, brings a legacy of trust and a commitment to helping individuals and families build financially secure futures.

ChatGPT, OpenAI’s AI-powered conversational assistant, completes the trio. The platform understands and responds in natural, human-like language and can generate text, speech and images in response to user prompts.

The three partnerships take effect immediately, with the West Indies series marking the first assignment under the new commercial structure.

                                               

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