The Board of Control for Cricket in India (BCCI) on Tuesday announced Campa, SBI Life and ChatGPT as associate partners for India’s home cricket season, with the three partnerships carrying a combined value of more than Rs 130 crore.

The deals, which cover 35 bilateral matches and run until March 2028, represent a 44% increase in value over the previous cycle, underscoring the growing commercial appeal of India’s home cricket season.

The BCCI announced the partnerships on X, saying: “BCCI announces Campa, SBI Life and ChatGPT as Associate Partners for India Home Cricket.”

The latest agreements come as the board continues its search for a title sponsor for India’s home international matches after the previous title sponsorship ended in August 2026.

ET was the first to report on Tuesday morning that the BCCI had finalised the three associate partners.

Campa Cola highest bidder

Reliance Consumer Products' soft drink brand Campa Cola emerged as the highest bidder for the associate partner rights, offering Rs 1.31 crore per match, people familiar with the development had told ET.

ChatGPT and SBI Life bid Rs 1.2 crore per match each. Campa Cola beat competition from Bisleri and Indian Oil Corporation, both of which had also quoted Rs 1.2 crore per match.

The three partnerships together cover 35 matches, taking the aggregate value of the deals to more than Rs 130 crore over the term.

The increase in associate partner revenues comes despite the board's ongoing efforts to secure a new title sponsor, highlighting the strength of commercial demand around Indian cricket.

BCCI had invited bids in July

In July, the BCCI invited bids for title sponsorship and associate partner rights covering Team India's international matches played in India as well as domestic tournaments, including the Ranji Trophy.

The deadline for title sponsorship bids was August 13, while quotations for associate partner rights were initially due by August 25. The board subsequently extended the associate partner deadline to September 7 as it had not finalised a title sponsor.

The latest partnerships give the BCCI additional commercial commitments for India's home cricket calendar through March 2028, even as the board works to fill the title sponsorship slot.