Asian Paints signs ₹45-crore deal as BCCI’s new official partner

The Board of Control for Cricket in India (BCCI) has brought Asian Paints on board as an “official partner” in a deal valued at roughly ₹45 crore, marking another strong addition to the board’s expanding commercial portfolio. 

The association is expected to be formally announced on Tuesday, e4m has learned.

A formal announcement in this regard is expected today in Mumbai. 

Asian Paints will join Campa, Atomberg and SBI Life in BCCI’s growing bouquet of official sponsorship partners, reinforcing the continued appeal of Indian cricket among large consumer brands.

Industry executives familiar with the development say the partnership is structured as a multi-format, pan-India association covering men’s and women’s cricket across all bilateral matches played in India through March 2028. 

The activation plan includes two major on-ground engagements before every match, including a “Color Cam” that will scan the crowd to pick winners and a “color countdown” integration designed to drive fan participation.

For Asian Paints, which has been facing intensifying competitive pressure in the home improvement category, the move underscores a strategic pivot toward high-visibility national platforms. “Aligning with Indian cricket ensures instant recall and mass reach — something no other property in India can deliver at this scale,” said a senior sports marketing executive.

The BCCI—widely regarded as the world’s most commercially influential cricket board—continues to deepen its non-jersey sponsorship ecosystem at a time when regulatory changes have curbed the participation of fantasy-gaming platforms and other high-spend categories. In recent years, the board has boosted its revenues through expanded media rights, diversified sponsorship frameworks and richer activation models for partners.

Industry observers say the Asian Paints deal signals the board’s shift toward longer-term, high-value partnerships that go beyond conventional in-stadium placements. The tie-up also reflects a broader trend: brands with mass-market ambitions increasingly view cricket not just as a visibility tool, but as a high-engagement platform capable of delivering cultural impact and real-time consumer connection.

e4m reached out to Asian Paints seeking their comments. The copy will be updated as and when they respond.