The Board of Control for Cricket in India (
These new partnerships represent a combined value exceeding Rs 130 crore. According to official figures released by the board, this represents a 44% increase in valuation compared to the previous cycle, highlighting the sustained commercial appeal of the Indian home cricket calendar among major national and international brands.
Commercial Growth and Strategic Expansion
The inclusion of these three brands marks a strategic diversification for the BCCI, as the partners span three distinct sectors: beverages, insurance, and artificial intelligence. The deals are set to commence with India’s upcoming home series against the West Indies, providing the brands with direct access to one of the most engaged sporting audiences in the world.
BCCI president Mithun Manhas noted that the significant rise in partnership value serves as a clear indicator of the health of the
Diverse Industry Representation
The new lineup of partners brings a varied set of propositions to the sport. Campa, a legacy Indian beverage brand, joins the fold alongside SBI Life Insurance, which focuses on financial security. The addition of ChatGPT, the AI-powered conversational assistant from OpenAI, marks a notable entry for the technology sector into the BCCI’s commercial framework.
BCCI honorary secretary Devajit Saikia echoed the sentiment regarding the growth of the property, emphasizing that the 44% increase in deal value is a significant achievement for the organization. Saikia highlighted that the diverse nature of these partners—ranging from consumer goods to advanced technology—demonstrates the broad spectrum of opportunities currently available through the Indian home cricket season. These agreements are expected to play a central role in the board’s commercial strategy for the next several years, solidifying the financial foundation of the home international calendar through March 2028.
