The Board of Control for Cricket in India (BCCI) has onboarded Campa, SBI Life and ChatGPT as associate partners for India’s home cricket season, a two-season arrangement beginning with the upcoming home series against the West Indies and continuing through March 2028.
The combined value of the three deals exceeds Rs 130 crore, marking a 44% jump over the previous partnership cycle and signalling rising commercial demand for India’s home season.
The new associations expand BCCI’s sponsorship roster across beverages, insurance and AI technology, giving each brand a platform to build visibility and connect with cricket’s large, engaged fan base. Together, they highlight how Indian cricket continues to attract advertisers from increasingly varied categories.
BCCI president Mithun Manhas said India’s home season remains one of the country’s most valuable sporting properties, and that signing Campa, SBI Life and ChatGPT reflects strong confidence in the Indian cricket ecosystem. He pointed to the sharp rise in combined deal value as a sign of the trust brands place in BCCI’s reach and engagement, adding that each partner brings a distinct proposition that the board looks forward to building on.
BCCI honorary secretary Devajit Saikia echoed that sentiment, noting that the 44% increase in combined value underscores the strength of the property and brands’ confidence in both BCCI and Team India. He added that Campa, SBI Life and ChatGPT span three very different categories, showcasing the range of opportunities the home season offers, and said the board is keen to explore new ways of enhancing fan engagement through these partnerships.
