The Board of Control for Cricket in India has named Campa, SBI Life and an AI conversational assistant as Associate Partners for India’s home cricket season under two-season agreements running through March 2028. The partnerships will begin with India’s upcoming home series against the West Indies and have a combined value of more than Rs 130 crore, according to the source report.
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The BCCI said the combined value represents a 44% increase over the previous cycle. The agreements add partners from the beverages, insurance and artificial intelligence sectors to the BCCI’s commercial portfolio for home international cricket.
Supplemental editorial cricket visual for BCCI secures over Rs 130 crore in home-season partner deals.
Agreements run through March 2028
The two-season agreements cover India’s home cricket calendar from the upcoming West Indies series through March 2028. The source does not provide a complete fixture list, individual contract values or detailed activation plans for the three partners.
Supplemental editorial cricket visual for BCCI secures over Rs 130 crore in home-season partner deals.
Supplemental editorial cricket visual for BCCI secures over Rs 130 crore in home-season partner deals.
Campa represents the beverage category, while SBI Life represents insurance. The AI conversational assistant is the technology representative among the new Associate Partners.
BCCI reports a 44% rise in combined value
BCCI president Mithun Manhas said the agreements reflected the commercial strength of India’s home season and the confidence brands have in Indian cricket’s reach and engagement.
BCCI honorary secretary Devajit Saikia highlighted the 44% increase and the combined value of more than Rs 130 crore. Saikia said the three different commercial categories demonstrated the range of opportunities connected to India’s home fixtures.
The partnerships remain tied to the home-season cycle ending in March 2028. The source does not specify how the combined amount is divided among the three agreements.
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