BCCI has appointed soft drink brand Campa, SBI Life and ChatGPT as its new associate partners for domestic cricket matches in India, which will start with India's upcoming home series against West Indies and this partnership will run till March 2028. This partnership shows that our traditional game has now come together with modern AI (Artificial Intelligence) technology and big Indian business brands. After this agreement, the identity and market value of Indian domestic cricket has reached a new level.
BCCI signs bumper deal worth Rs 130 crore with 3 companies
This new agreement between BCCI and these three companies is worth more than Rs 130 crore. This time the board has benefited 44% more from sponsorship than last time. This huge profit shows that big companies from all over the world are very eager to sponsor international matches and domestic tournaments held in India.
From this advertising deal, BCCI will earn an average of Rs 3.71 crore from every match. In this race to become a sponsor, Reliance company Campa made the highest bid. She will pay Rs 1.31 crore for every match. At the same time, ChatGPT and SBI Life have decided to give Rs 1.20-1.20 crore for each match.
Arrival of 'AI' for the first time on the cricket field
The most surprising and interesting name in this entire agreement is that of ChatGPT. This is perhaps the first time in the history of the cricket world that an AI technology has become the official partner of the cricket board of any country. With this new step, the spectators sitting in the stadium and watching the match on TV or mobile will get a completely new experience. They will get to see the latest match statistics with the help of AI and they will be able to connect with the game in a better way through technology. This unique change will especially attract young cricket fans.
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BCCI announces Campa, SBI Life and ChatGPT as Associate Partners for India Home Cricket.
The three new partnerships have a combined deal value of over βΉ130 crore, representing a 44% increase over the previous cycle, underscoring the strong appeal and growingβ¦ pic.twitter.com/GxBeCrGGaB
β BCCI (@BCCI) September 8, 2026
Strength of traditional brands in the domestic market
On one hand, ChatGPT is bringing new technology in cricket, on the other hand, well-known names like soft drink brand Campa and SBI Life (insurance company) will strengthen the direct relationship with the Indian audience. This partnership will greatly help Campa in increasing its presence in the cold drinks market, while SBI Life will convey the message of security and stability in Indian cricket through its trust.
What did BCCI Secretary and President say on this big deal?
On this deal, BCCI Secretary Devjit Saikia said, “This huge increase in the sponsorship value of our domestic cricket matches shows how strong the brand of Indian cricket is and how much confidence the big companies have in BCCI and Team India. This time there has been a huge increase of 44% in the total value of the new agreements, which has now reached more than Rs 130 crore. This is a big success for the Board and it proves that How eager every big company is to be associated with Indian cricket.”
Commenting on the announcement, BCCI President Mithun Manhas said, “The domestic cricket season has always been a big and loved sporting event in India. Partnering with companies like Campa, ChatGPT and SBI Life proves that our cricket infrastructure is extremely strong. The huge increase in revenue generated from these partnerships is really exciting. It shows how the world's biggest brands can reach millions of fans, connect with people and increase their value through BCCI. How deep is the confidence in the ability.β
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