The Board of Control for Cricket in India (BCCI) has brought Asian Paints on board as its new official colour partner in a deal valued at approximately ₹45 crore, strengthening the cricket board’s expanding sponsorship portfolio. According to industry reports, the partnership is expected to be formally announced in Mumbai today.
The multi-year agreement will cover both men’s and women’s bilateral series played in India through March 2028, offering Asian Paints extensive nationwide visibility across the country’s most-watched sporting property.
As part of its on-ground activations, the brand will introduce two major engagement initiatives during every match: a ‘Colour Cam’ that scans the crowd to highlight winners, and a ‘colour countdown’ aimed at boosting fan involvement and stadium energy.
The addition of Asian Paints further bolsters BCCI’s non-jersey sponsorship roster, which already includes Campa, Atomberg, and SBI Life.
For Asian Paints, the partnership signals a strategic shift amid heightened competition in the home-improvement market. Leveraging cricket’s massive reach, the company is seeking to reinforce brand recall across India. A senior sports marketing executive noted that the association offers Asian Paints “instant recall and mass reach — something no other property in India can deliver at this scale.”
From BCCI’s standpoint, the deal reflects its broader strategic push toward “longer-term, high-value relationships” with partners, widening the scope beyond traditional stadium branding. The partnership also aligns with a growing trend of mass-market brands tapping into cricket for not just visibility, but deeper engagement and cultural resonance.
The agreement comes at a time when the BCCI is diversifying its non-jersey sponsorship categories, particularly as regulatory shifts have limited spending from sectors such as fantasy gaming.
