The BCCI has added ChatGPT, Campa and SBI Life as associate partners for India’s home cricket in a two-season package worth more than ₹130 crore combined. The agreements begin with India’s upcoming home series against the West Indies and run through March 2028.
What BCCI officially announced
In its September 8 announcement, the Board of Control for Cricket in India said the three partnerships are valued at more than ₹130 crore together. That is a 44% increase over the previous cycle, a notable jump at a time when Indian cricket remains one of the country’s most valuable advertising platforms.
The partners span three very different sectors: Campa in beverages, SBI Life in insurance and ChatGPT in artificial intelligence. BCCI said that mix reflects the range of brands seeking access to the audience around India’s home matches.
How much are the sponsorship rights worth?
BCCI has officially disclosed only the combined value of more than ₹130 crore and the 44% increase over the previous cycle. The Economic Times, citing people familiar with the bidding, reported that Campa offered ₹1.31 crore per match, while ChatGPT and SBI Life each offered ₹1.2 crore per match.
The same report says the package covers 35 bilateral matches in India through March 2028. Those per-match figures should therefore be treated as reported bidding details rather than figures separately confirmed in BCCI’s public announcement.
Why ChatGPT joining Indian cricket stands out
ChatGPT’s inclusion makes the partnership unusually broad. AI products have become mainstream consumer services in India, and appearing alongside a mass-market beverage brand and a major insurer shows how quickly AI companies are moving into conventional sports marketing.
For BCCI, the more important number is the 44% increase in combined partnership value. It suggests brands are still willing to pay more for association with India’s home cricket even as the sponsorship market evolves.
When do the new BCCI partnerships begin?
The partnerships start with India’s home series against the West Indies and continue until March 2028. That gives the three brands exposure across two home seasons rather than a short single-series campaign.
What the deal says about Indian cricket’s commercial value
The increase matters because sponsorship pricing is a direct test of how advertisers value the reach and engagement of India’s home calendar. BCCI President Mithun Manhas described the rise as evidence of confidence in the Indian cricket ecosystem, while secretary Devajit Saikia pointed to strong demand for association with Team India.
The announcement also arrives during a busy period for Indian cricket. Headline Thread has separately detailed India’s Asian Games 2026 cricket schedule, while the men’s team also has a T20I series against Afghanistan before the West Indies home season begins.
The India vs Afghanistan T20I squad includes several high-profile names, adding another major cricket search cycle immediately before the new sponsorship package becomes visible during India’s home fixtures.
What happens next
The next thing to watch is how the three associate partnerships are activated during broadcasts and at venues once the West Indies series begins. The commercial story is also likely to remain in focus because BCCI’s rising sponsorship values provide a fresh benchmark for brands seeking access to Indian cricket’s audience.
