The Board of Control for Cricket in India (BCCI) has brought Reliance Consumer Products’ Campa Cola, artificial intelligence platform ChatGPT and life insurer SBI Life on board as official associate partners. The new commercial agreement covers bilateral international matches played in India.
In July, the BCCI released an Invitation to Tender and Request for Quotation for sponsorship packages. The Indian cricket board was looking for new corporate partners for its domestic tournaments and international schedule while also searching for a long-term primary title sponsor.
Campa Cola Wins Associate Partner Rights in BCCI Bidding
According to a report by The Economic Times, the new commercial arrangement covers 35 matches featuring the Indian team on home soil. The BCCI has finalized the associate partner deals while its search for a primary title sponsor continues.
Campa Cola emerged as the highest bidder among the consumer brands involved in the process. The Reliance Consumer Products-owned beverage company offered ₹1.31 crore per match for the associate partner rights. Its bid was higher than those submitted by the other companies.
Bisleri and Indian Oil Corporation both submitted bids of ₹1.2 crore per match. However, Campa Cola’s offer helped the brand secure the partnership after it outbid the two companies.
Campa Cola has been expanding its presence in the Indian beverage market, and an association with the Indian cricket team provides access to a large television and digital audience.
ChatGPT Brings Technology Brand Into BCCI Sponsorship Portfolio
SBI Life and ChatGPT also secured associate partner rights after submitting matching bids of ₹1.2 crore per match. Their inclusion means the BCCI’s latest commercial group brings together brands from the beverage, insurance, and technology sectors.
ChatGPT’s inclusion is one of the most notable aspects of the new associate partnership group. The AI platform will receive visibility during India’s bilateral international matches at home, bringing a technology-focused brand into one of the biggest commercial properties in Indian sport.
SBI Life, meanwhile, will continue its association with Indian cricket through the 35-match agreement. The life insurance company will have a regular presence during bilateral fixtures involving the Indian team in India.
The three partnerships therefore give the BCCI a diverse commercial lineup for its home international calendar. Campa Cola will represent the consumer beverage sector, SBI Life will strengthen the financial services presence, while ChatGPT will add a technology-focused partner to the group.
BCCI Extends Associate Rights Deadline Amid Title Sponsor Search
The BCCI began the commercial process in July by inviting bids for title sponsorship and associate partner rights. The sponsorship packages covered Team India’s international matches as well as domestic competitions, including the Ranji Trophy.
The board initially set August 13 as the deadline for title sponsorship bids. The deadline for associate partner quotations was August 25. However, the BCCI had not finalized a new primary title sponsor by the end of August.
The board subsequently extended the deadline for associate partner bids until September 7. However, the title sponsorship position has remained vacant since the previous agreement ended in August 2026.
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