Commercial momentum around Indian cricket continues to gather pace, with the Board of Control for Cricket in India (BCCI) securing over ₹130 crore by bringing SBI Life, Campa, and ChatGPT on board as new associate sponsors.
SBI Life, Campa, ChatGPT are Team India's 3 new associate sponsors
The multi-year agreements cover a total of 35 bilateral home fixtures through March 2028. Crucially, the deals represent a 44% jump in commercial valuation over the previous cycle, underscoring the enduring power and market demand for domestic international cricket in India. The cricket governing body made the announcement via its official X handle, welcoming the three distinct brands into the fold as key commercial stakeholders for the upcoming seasons. This significant financial boost comes at a strategic time for the board. While the associate sponsorship slots are now locked in, the BCCI is still actively hunting for a primary title sponsor following the expiration of its previous flagship agreement in August 2026.
BCCI strikes landmark deal with 44% jump
Campa Cola, secured the top spot in the bidding race for associate sponsorship rights with a premier offer of ₹1.31 crore per game. Close behind, SBI Life and ChatGPT successfully locked in their associate partner roles with matching bids of ₹1.2 crore per fixture. Campa Cola's winning rate allowed it to outpace rival proposals from Indian Oil Corporation and Bisleri, both of which had also tendered ₹1.2 crore per match. Spanning an upcoming calendar of 35 international home matches, the collective revenue generated from these three associate contracts pushes past the ₹130 crore threshold. This substantial commercial expansion highlights the enduring market value and strong brand demand surrounding Indian cricket, even as board administrators continue negotiations to secure a primary title sponsor.
Search for India's title sponsor still on
The commercial bidding process was formally launched in July when the BCCI put up both its flagship title sponsorship and associate partner rights for tender. This comprehensive package embraced all home-soil international fixtures for Team India, alongside marquee domestic tournaments like the Ranji Trophy. While the board maintained its original August 13 deadline for title sponsorship submissions, it chose to push back the closing date for associate partner bids from August 25 to September 7. This strategic extension allowed administrators additional buffer time to navigate their primary sponsor negotiations before finalizing the secondary tier. With the associate deals now locked in, the BCCI has successfully built up its commercial revenue stream for India's home season through March 2028, even as the search for a main title sponsor remains underway.