BCCI bags Rs 129.85 crore as Campa Cola, ChatGPT and SBI Life join sponsor roster for 35 matches

The BCCI has finalised a new associate partnership deal worth Rs 129.85 crore with Campa Cola, SBI Life and ChatGPT. The agreement will cover 35 matches involving the Indian cricket team and will remain active until March 2028.

Campa Cola, backed by Reliance Industries, emerged as the highest bidder in the process. SBI Life and ChatGPT also secured associate partnership rights after submitting competitive bids. The three brands will be associated with India’s bilateral international matches played at home.

The BCCI had initially set August 13 as the deadline for title sponsorship bids and August 25 for associate partner bids. However, the board extended the deadline to September 7 as it was yet to finalise a title sponsor for the Indian team.

BCCI signs Campa Cola, ChatGPT and SBI Life as associate sponsors in Rs 129.85 Crore deal

The BCCI has signed Campa Cola, ChatGPT and SBI Life as associate sponsors in a deal worth Rs 129.85 crore. The agreement will cover 35 matches involving Team India and will remain valid until March 2028.

Campa Cola emerged as the highest bidder for the associate partner rights at Rs 1.31 crore per match. ChatGPT and SBI Life also secured the rights after quoting Rs 1.2 crore per match. Companies such as Bisleri and Indian Oil Corporation also submitted bids of Rs 1.2 crore per match.

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The new partnership will give all three brands strong visibility during India’s home bilateral matches. ChatGPT will gain exposure among Indian cricket fans, while SBI Life will continue its association with Indian cricket. Campa Cola will also strengthen its presence through its partnership with the BCCI.

How the bidding played out: Campa Cola's Rs 1.31 Crore bid beats Bisleri and IOC

Campa Cola emerged as the highest bidder for the BCCI’s associate partner rights at Rs 1.31 crore per match. Bisleri and Indian Oil Corporation also competed for the rights and submitted bids of Rs 1.2 crore per match. However, both companies missed out on the final associate partner slots.

The new partnership is a major commercial boost for Campa Cola, while ChatGPT will gain strong visibility among Indian cricket fans. SBI Life will also strengthen its association with Indian cricket through the deal. The three brands will get exposure during international bilateral matches played in India.

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The BCCI had invited bids for title sponsorship and associate partner rights in July. The package covered India’s international matches and domestic competitions such as the Ranji Trophy. The associate partners will not appear on India’s playing shirts, but their logos will be visible through broadcast graphics and on-ground branding.

What this means for BCCI's revenue and India's sponsor roster through March 2028

The new associate partnership deal will provide the BCCI with a major commercial boost through March 2028. The 35-match agreement will give Campa Cola, ChatGPT and SBI Life visibility across India’s home bilateral cricket matches. It also allows the board to secure commercial partners while the search for a new title sponsor continues.

The deal shows the strong commercial value of Indian cricket. India’s home bilateral matches attract large television and digital audiences, making them an attractive platform for brands. The addition of Campa Cola, ChatGPT and SBI Life also shows that companies from different sectors are looking to connect with Indian cricket fans.

The BCCI will now focus on finding a new title sponsor for Team India’s home matches and other cricket properties. For now, Campa Cola, ChatGPT and SBI Life will remain part of the BCCI’s associate sponsor roster until March 2028, giving them a long-term association with Indian cricket.