BCCI announces Campa, others as official home series partner

The Board of Control for Cricket in India (BCCI) has announced Campa soft drinks and Atomberg Technologies home appliances as the official partners for its India home cricket season for the period between 2024-26 late Tuesday. ET reported the development in its Jan 9 edition.

Campa, owned by Reliance Consumer Products, will leverage this association with new products and new-age experiences at the stadiums, BCCI said in a statement. Rajeev Shukla, BCCI vice-president, said in the statement: “We anticipate a fruitful collaboration with Campa and Atomberg Technologies that will benefit both the sport and fans.”

A spokesperson for Reliance Consumer Products said the partnership will help reach cricket fans and communities worldwide.


According to executives aware of the developments, the deal will get Campa exclusive on-stadium presence in addition to pouring rights and beverage partnerships of cricket matches played in the country within the tenure. The deal comes ahead of the summer season, which is expected to see an aggressive battle between cola makers this year, after a rain-washed last summer season.

The Campa deal with the BCCI will cover all cricket played in India and will also include the under-19 series and women’s series.

Reliance Retail had acquired Campa in mid 2022 from Pure Drinks group for an estimated Rs 22 crore. The domestic Campa is the first national-level challenger to multinationals Coca-Cola and PepsiCo in India.

Last year, Reliance Consumer Products had signed a strategic partnership with beverage can and filling company Ceylon Beverages promoted by former Sri Lankan cricketer Muttiah Muralitharan, to co-pack and manufacture Campa soft drinks, which is expected to play out in the market this summer onwards.

Last fortnight, Coca-Cola had announced it was extending its partnership with the International Cricket Council (ICC) for another eight years, as a non-alcoholic beverage partner.