BCCI Adds Campa, SBI Life and ChatGPT as Associate Partners

New Delhi, September 08, 2026 The Board of Control for Cricket in India (BCCI) has strengthened its commercial portfolio by announcing Campa, SBI Life and ChatGPT as Associate Partners for India Home Cricket. The two-season partnerships will begin with India’s upcoming home series against the West Indies and remain in place until March 2028, bringing brands from the beverage, insurance and artificial intelligence sectors into the Indian cricket ecosystem. According to the BCCI, the three partnerships have a combined value of more than Rs 130 crore, representing a 44% increase over the previous cycle. The new associations are expected to provide the brands with opportunities to increase their visibility, connect with consumers and engage with India’s large and passionate cricket audience. Commenting on the announcement, BCCI President Mr Mithun Manhas said: "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. The big increase in the combined value of these partnerships is particularly encouraging. It reflects the trust that leading brands have in the reach, engagement and commercial potential that comes with being associated with the BCCI. Each brings a distinct brand and proposition to Indian cricket, and we look forward to working with them to build strong associations that create greater value for all stakeholders." BCCI Honorary Secretary Mr Devajit Saikia said: "The significant growth in the value of our home-season partnerships reflects the strength of the property and the confidence that brands have in the BCCI and Team India. A 44% increase in the combined deal value, with the latest partnerships valued at over Rs 130 crore, is a significant achievement and demonstrates the strong demand for association with Indian cricket. Campa, SBI Life and ChatGPT represent three very different and exciting categories, and their association highlights the diverse opportunities that our home season offers. We are pleased to welcome them as Associate Partners and look forward to working with them to create new ways to engage with fans and enhance their experience of Indian cricket." The latest partnerships underline the growing commercial strength of India’s home cricket season. With the combined value rising significantly from the previous cycle, the association of Campa, SBI Life and ChatGPT highlights the continued demand for the BCCI’s cricket properties and the diverse opportunities available to brands looking to connect with Indian cricket fans.