The Board of Control for Cricket in India (BCCI) has brought Reliance Consumer Products’ Campa Cola, SBI Life and AI platform ChatGPT on board as associate partners for India’s home bilateral international matches.
According to people familiar with the development, the partnership covers 35 matches and will remain in place until March 2028. The development gives BCCI a diverse mix of brands from the beverage, insurance and artificial intelligence sectors.
Campa Cola emerged as the highest bidder, quoting Rs 1.31 crore per match. ChatGPT and SBI Life reportedly secured the associate partner slots with bids of Rs 1.2 crore per match each. Bisleri and Indian Oil Corporation also submitted bids of Rs 1.2 crore per match but did not secure the rights.
The new commercial arrangements come as the BCCI continues its search for a title sponsor. The board’s previous title sponsorship agreement ended in August 2026, with the bidding process for a new title sponsor still underway.
The association also marks another BCCI partnership for Campa Cola, which has previously been an official partner for India’s home cricket season. SBI Life, meanwhile, has also had an earlier official partnership with the BCCI.
The inclusion of ChatGPT adds a technology-focused brand to the BCCI’s commercial portfolio, alongside established players from the beverage and financial services sectors. The three brands will now have an association with India’s home bilateral cricket calendar through March 2028.