The Board of Control for Cricket in India (BCCI) has brought Reliance Consumer Products’ soft drink brand Campa Cola, SBI Life and AI platform ChatGPT on board as associate partners for Team India’s bilateral international matches played in India.
The reported commercial arrangement covers 35 home bilateral matches and will run until March 2028. The development comes as the BCCI continues its search for a new title sponsor after its previous title sponsorship agreement ended in August 2026.
According to media reports, Campa Cola emerged as the highest bidder for the associate partner rights at ₹1.31 crore per match. ChatGPT and SBI Life followed with bids of ₹1.2 crore per match each. Campa Cola reportedly faced competition from Bisleri and Indian Oil Corporation, both of which also bid ₹1.2 crore per match.
The three-way partnership brings together brands from different categories, reflecting the continued appeal of Indian cricket as a marketing platform. For Campa Cola, the association adds to its efforts to strengthen its presence in India’s competitive beverages market. SBI Life, meanwhile, gets another opportunity to connect with audiences through one of the country’s biggest sporting properties.
For ChatGPT, the partnership marks a notable entry into mainstream Indian sports marketing. The association provides the AI platform with visibility across Team India’s home bilateral cricket calendar and access to a large consumer audience.
The BCCI had invited bids in July for title sponsorship and associate partner rights covering its events, including Team India’s international matches and domestic competitions such as the Ranji Trophy. The deadline for title sponsorship bids was set for August 13, while the deadline for associate partner quotations was initially August 25. The board later extended the associate partner deadline to September 7 as the title sponsorship process remained unresolved.
The separate associate partner process has allowed the BCCI to secure commercial partnerships while its search for a title sponsor continues. The reported 35-match arrangement is expected to give Campa Cola, ChatGPT and SBI Life visibility across India’s home bilateral cricket schedule through March 2028.
The deal also highlights the changing mix of brands investing in Indian cricket. While beverages and financial services continue to be prominent categories, the inclusion of ChatGPT points to the growing interest of technology and AI brands in sports marketing.
With the three brands now joining the BCCI’s commercial roster, attention will remain on the board’s ongoing search for a title sponsor. The latest associate partnerships, meanwhile, underline the strong commercial value of Team India’s home international cricket calendar.
