BCCI Signs Campa Cola SBI Life And ChatGPT As Associate Partners
The BCCI has added Campa Cola, SBI Life and ChatGPT to its associate partner line-up for bilateral cricket matches in India, with the three brands committing to a reported 35-match package running through March 2028.
- Highest bidder: Reliance Consumer Products' Campa Cola at Rs 1.31 crore per match
- Also signed: ChatGPT and SBI Life, at Rs 1.2 crore per match each
- Outbid: Bisleri and Indian Oil Corporation, both reportedly at Rs 1.2 crore per match
- Package: a reported 35 matches, running through March 2028
- Still open: the title sponsorship, after the previous arrangement ended in August 2026
What The BCCI Bidding Revealed
Campa Cola emerged as the highest bidder at Rs 1.31 crore per match, according to an Economic Times report, with ChatGPT and SBI Life following at Rs 1.2 crore each. Campa Cola edged out Bisleri and Indian Oil Corporation, both of which reportedly bid Rs 1.2 crore per match for the same rights.
At Rs 1.2 crore to Rs 1.31 crore per match, the numbers are a useful read on what India's bilateral cricket inventory is currently worth. That is real money for visibility around home fixtures, and the fact that five brands were within eleven lakh rupees of each other suggests the market has settled on a price rather than being driven by one outlier.
The Slot That Is Still Empty
The associate partner slots are now filled, but the more lucrative title sponsorship remains up for grabs. The board invited bids in July for both title sponsorship and associate partner rights covering India's home bilateral matches and other competitions in its tender, setting 13 August as the title deadline and 25 August for associate quotations. The associate deadline was later extended to 7 September while the board continued working on a title sponsor.
For Campa Cola, the deal is another high-profile sporting platform as Reliance Consumer Products pushes the soft drink brand back into the market. SBI Life adds cricket to a growing roster aimed at mass television and digital reach. ChatGPT's presence is the outlier in a line-up otherwise made of consumer and financial services companies, and it is the clearest signal yet of how aggressively AI products are now buying mainstream Indian attention. More industry news.
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