BCCI announces a new Colour Partner - Here's everything you need to know

Asian Paints has strengthened its footprint in Indian sports by signing a three-year partnership with the Board of Control for Cricket in India (BCCI). The association, announced on Tuesday, makes the paint and décor giant the official colour partner for Team India across 110 home matches. The financial details of the agreement remain undisclosed, but the deal places Asian Paints alongside prominent brands such as Campa, SBI Life and Atomberg Technologies in BCCI’s official partners category.

The collaboration spans men’s, women’s and domestic matches played in India. As part of the activation plan, Asian Paints will roll out on-ground fan engagement initiatives, including the Asian Paints Colour Cam, a special fan cam designed to spotlight the most vibrant and spirited supporters in stadiums. The partnership also promises a “colour countdown,” which will introduce trending colour palettes and home décor ideas to viewers during matches.

BCCI Hails Partnership as Brand Strengthens Its Cultural and Sporting Presence

Amit Syngle, managing director and CEO of Asian Paints, highlighted why cricket is the ideal platform for this partnership. Speaking at a press event at the BCCI headquarters in Mumbai, he noted that cricket’s ability to reach millions of Indian households aligns with the company’s vision of “Har Ghar”, bringing colour and creativity into every home. He added that cricket remains unmatched in fan passion and visibility, not only in India but also in neighbouring markets like Bangladesh, Sri Lanka and Nepal, where Asian Paints enjoys significant brand presence.

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Syngle further stated that while the brand is open to exploring other sporting formats in the future, its association with cricket will continue to be central to its long-term marketing strategy.

BCCI spokesperson Devajit Saikia welcomed the partnership, saying Asian Paints’ legacy of adding colour and emotion to daily life connects naturally with the energy of Indian cricket. Both organisations, he said, aim to deliver richer experiences to fans across the country.

The timing of the deal is notable, coming ahead of two major ICC events next year, the ICC Men’s T20 World Cup 2026 and the ICC Women’s T20 World Cup, where fan engagement is expected to reach new heights.