~ After title-sponsor gap post-August, BCCI packs three associate brands across 35 home bilaterals — Campa tops the auction at ₹1.31 crore a match ~
Mumbai, September 2026: The Board of Control for Cricket in India (BCCI) has locked Reliance Consumer Products’ Campa Cola, SBI Life and OpenAI’s ChatGPT as associate partners for Team India’s home bilateral internationals — a commercial pack covering 35 matches and running through March 2028, according to an Economic Times report carried by Adgully.
The deal lands while the board is still hunting a primary title sponsor after its previous title cycle ended in August 2026. Associate inventory, though, is now closed: sources familiar with the auction said Campa Cola emerged as the top bidder at ₹1.31 crore per match, edging Bisleri and Indian Oil Corporation, both quoted at ₹1.2 crore a match. ChatGPT and SBI Life took the other two slots with matching bids of ₹1.2 crore per match — setting a secondary-rights band of roughly ₹1.2–1.31 crore a game.
BCCI had floated tenders for title and associate rights in July 2026, spanning home internationals and domestic properties such as the Ranji Trophy. The title deadline passed on August 13; associate bidding was extended from August 25 to September 7 so the board could nail the multi-brand structure while title talks continue.
For Campa Cola, the buy is a mass-reach push through live cricket TV and streaming. For ChatGPT and SBI Life, it is high-frequency brand exposure against Team India’s home audience — and a rare AI-platform presence inside India’s biggest sports rights package.
Marketing take: Secondary cricket inventory just got a price floor, and ChatGPT sitting beside Campa and SBI Life says the category war has moved from search ads to stadium rights. Whoever finally wins the title slot inherits a board already comfortable selling AI as a broadcast partner.
