NEW DELHI: The Board of Control for Cricket in India (BCCI) has roped in Campa, SBI Life and ChatGPT as associate partners for India's home cricket season in deals worth more than Rs 130 crore, bringing an artificial intelligence platform into the Board's sponsorship portfolio alongside established consumer and financial brands.
The agreements will run from India's upcoming home series against the West Indies until March 2028 and cover two seasons. According to the BCCI, the combined value of the three partnerships represents a 44 per cent increase over the previous cycle. The association is expected to cover around 35 home bilateral matches during the period. Campa emerged as the highest bidder at a reported Rs 1.31 crore per match, while ChatGPT and SBI Life bid Rs 1.2 crore per match each. Campa beat competition from Bisleri and Indian Oil Corporation, which also reportedly bid Rs 1.2 crore per match.
ChatGPT enters cricket sponsorship
The inclusion of ChatGPT stands out in a sponsorship mix traditionally dominated by consumer goods, financial services and other mainstream brands. Its entry brings the rapidly expanding artificial intelligence sector directly into one of India's most valuable sporting properties, giving the platform visibility across Team India's home bilateral calendar through March 2028.
BCCI president Mithun Manhas said the addition of Campa, SBI Life and ChatGPT demonstrated the strength of the Indian cricket ecosystem and the confidence major brands placed in the reach, engagement and commercial potential offered by the Board's home season. BCCI secretary Devajit Saikia said the 44 per cent increase in overall deal value reflected continued strong demand among brands seeking an association with Indian cricket.
The Board had invited bids in July for title sponsorship and associate partner rights. While it has now concluded the associate partner process, its search for a new title sponsor remains unresolved after the previous arrangement ended in August. The associate deals nevertheless secure a significant chunk of sponsorship revenue for the next two seasons while bringing together three markedly different sectors — beverages, insurance and artificial intelligence — under Indian cricket's commercial umbrella.