Indian cricket’s governing body BCCI yesterday announced Campa, SBI Life and ChatGPT as Associate Partners for India home cricket for two seasons, beginning with the upcoming home series against the West Indies and running through March 2028.

The three partnerships have a combined value of over Rs. 130 crore, a 44 percent increase over the previous cycle, a media statement from the Board of Control for Cricket in India (BCCI) stated.

The new associations bring together brands from the beverage, insurance and AI technology sectors, further expanding the BCCI’s commercial portfolio and creating opportunities to connect with cricket fans.

The partnerships also underline the appeal of Indian home cricket as a platform for brands to build visibility, reach consumers and engage with a large fan base.

BCCI President Mithun Manhas said the partnerships were a strong endorsement of the Indian cricket ecosystem.

“India’s home season continues to be a valuable and sought-after sporting property in the country, and the signing of Campa, SBI Life and ChatGPT is a strong endorsement of the strength of the Indian cricket ecosystem,” he said.

The previous India home cricket associate partners included SBI Life Insurance, Campa Cola, Atomberg Technologies and Asian Paints, with these brands forming part of the earlier commercial cycle before the BCCI’s latest two-season partnership arrangement.

“The big increase in the combined value of these partnerships is particularly encouraging,” Manhas added.

BCCI Honorary Secretary Devajit Saikia said the 44 percent increase in the combined deal value reflected the strength of the property and brands’ confidence in the BCCI and Team India.

Campa, which is an iconic Indian beverage brand and now part of Reliance Industries family, has evolved into a total beverage brand with a presence across multiple categories, combining its Indian heritage with a contemporary identity.

SBI Life Insurance is a life insurance company focused on helping individuals and families build financial security, while ChatGPT is aggressively riding the cricket brand wagon these days — just like Google’s AI products.