Campa Cola, ChatGPT, SBI Life join BCCI’s sponsor roster in 35-match deal

The Board of Control for Cricket in India (BCCI) has roped in Reliance Consumer Products’ soft drink brand Campa Cola, SBI Life and ChatGPT as associate partners for bilateral international matches played by Team India on home soil, according to media reports. 

The commercial arrangement will cover 35 matches and run until March 2028. The appointments come as the BCCI continues its search for a title sponsor for its events after its previous title sponsorship agreement ended in August 2026.

Media reports suggest that during the bidding process, Campa Cola emerged as the highest bidder for the associate partner rights, offering ₹1.31 crore per match. ChatGPT and SBI Life followed with bids of ₹1.2 crore per match each.

Campa Cola faced competition from packaged drinking water brand Bisleri and Indian Oil Corporation, both of which submitted bids of ₹1.2 crore per match. 

The development marks another significant commercial win for Campa Cola, which has been aggressively expanding its presence in India’s highly competitive beverages market. 

For ChatGPT, the association with Indian cricket represents a high-profile consumer-facing partnership, giving the AI chatbot visibility across one of the country’s largest and most engaged sporting audiences. 

SBI Life, meanwhile, strengthens its association with Indian cricket through a platform that offers consistent reach across international bilateral fixtures played in the country.

The BCCI had invited bids in July for title sponsorship and associate partner rights covering its events, including Team India’s international matches as well as domestic tournaments such as the Ranji Trophy.

While the deadline for submitting bids for the title sponsorship rights was August 13, the board had initially set August 25 as the deadline for associate partner quotations. The BCCI subsequently extended the deadline for the associate partner bids to September 7 as it was yet to finalise a title sponsor.

The separation of the associate partner process from the title sponsorship search has allowed the board to move ahead with securing commercial partners even as the larger title rights package remains open. The associate partnerships are expected to provide the brands with visibility and association across BCCI's home bilateral cricket calendar over the next two years.

The 35-match deal underlines the continuing commercial appeal of Indian cricket, particularly for brands seeking mass consumer reach through international matches featuring Team India. 

Bilateral series played in India continue to attract significant television and digital audiences, making BCCI properties among the most sought-after sponsorship platforms for consumer brands across categories.

The arrival of Campa Cola, ChatGPT and SBI Life also highlights the increasingly diverse set of advertisers looking to leverage Indian cricket. While traditional categories such as financial services and beverages remain active, the entry of an AI platform into the associate partner roster signals the growing importance of technology and artificial intelligence brands in mainstream sports marketing.

With the associate partner rights now attracting bids from some of India's largest consumer-facing companies and new-age technology platforms, attention will turn to the BCCI's ongoing search for a title sponsor. The board's ability to close the title sponsorship deal will determine the next major commercial association for Team India's home international fixtures and the BCCI's domestic cricket properties.

For now, Campa Cola, ChatGPT and SBI Life are set to become part of the BCCI's commercial ecosystem for home bilateral matches through March 2028, providing the brands with a long-term association with Indian cricket as the board works to fill the remaining title sponsorship vacancy.