The Board of Control for Cricket in India (BCCI) announced that Campa, ChatGPT and SBI Life have been on-boarded as associate partners for Indian home matches for two years (till March 2028).

The series commences with India’s upcoming home series against the West Indies.

According to a release shared by BCCI, the three new partnerships have a combined deal value of over INR 130 crore, representing a 44% increase over the previous cycle.

Campa and SBI Life were previously associated with the BCCI as associate partners in the previous cycle. ChatGPT replaces Atomberg.

According to news reports, Campa bid INR 1.31 crore per match, while SBI Life and ChatGPT each bid INR 1.2 crore.

Mithun Manhas, president, BCCI, said, "India’s home season continues to be a valuable and sought-after sporting property in the country, and the signing of Campa, SBI Life and ChatGPT is a strong endorsement of the strength of the Indian cricket ecosystem. The big increase in the combined value of these partnerships is particularly encouraging. It reflects the trust that leading brands have in the reach, engagement and commercial potential that comes with being associated with BCCI. Each brings a distinct brand and proposition to Indian cricket, and we look forward to working with them to build strong associations that create greater value for all stakeholders.”

Devajit Saikia, honorary secretary, BCCI, said, “The significant growth in the value of our home season partnerships reflects the strength of the property and the confidence that brands have in the BCCI and Team India. A 44% increase in the combined deal value, with the latest partnerships valued at over INR 130 crore, is a significant achievement that demonstrates the strong demand for association with Indian cricket. Campa, SBI Life and ChatGPT represent three very different and exciting categories, and their association highlights the diverse opportunities that our home season offers. We are pleased to welcome them as Associate Partners and look forward to working with them to create new ways to engage with fans and enhance their experience of Indian cricket.”