BCCI ropes in Campa Cola, ChatGPT and SBI Life as associate partners for Team India matches till 2028

Mumbai: The Board of Control for Cricket in India (BCCI) has roped in Reliance Consumer Products' soft drink brand Campa Cola, life insurer SBI Life and AI chatbot ChatGPT as associate partners for bilateral matches played in India. The deal, covering 35 matches, will run till March 2028, while the board continues to look for a title sponsor after the earlier deal ended in August 2026.

As per people familiar with the development, Campa Cola emerged as the highest bidder at ₹1.31 crore per match, followed by ChatGPT and SBI Life at ₹1.2 crore each. Campa Cola beat competition from Bisleri and Indian Oil Corporation, both of which bid ₹1.2 crore per match.

In July, the BCCI invited bids for title sponsorship and associate partner rights for its events, including Team India's international matches and domestic tournaments such as the Ranji Trophy. While the deadline for title sponsorship bids was August 13, the deadline for associate partner quotations was August 25. The board subsequently extended the latter to September 7 as it had not finalised a title sponsor.