BCCI Signs Three New Associate Partners Through March 2028

The Board of Control for Cricket in India (BCCI) has bolstered its commercial portfolio by securing three new associate partnerships spanning nearly four years. The partnerships with beverage brand Campa, financial services company SBI Life Insurance, and artificial intelligence platform ChatGPT mark a strategic diversification of the board's sponsorship base at a critical juncture for Indian cricket.

The collaborations will commence with India's home series against the West Indies and extend across the board's entire slate of home international cricket commitments until March 2028. This extended timeline ensures consistency and integrated branding opportunities across multiple formats and series over the coming years.

The partnerships reflect the BCCI's continued emphasis on leveraging India's status as a cricket-obsessed nation to attract marquee brands. The inclusion of a cutting-edge technology platform alongside traditional corporate sponsors demonstrates the evolving nature of cricket sponsorships and the sector's growing engagement with digital innovation.

These associate partnerships join an existing portfolio of commercial relationships that have positioned Indian cricket as one of the world's most lucrative sporting properties. The board's home series attracts substantial viewership and engagement both domestically and internationally, providing partners with extensive brand exposure across traditional and digital platforms.