44 per cent — BCCI associate revenue jumps with new partners

The BCCI has secured a 44 per cent increase in associate sponsorship revenue by signing Campa, SBI Life and ChatGPT for India's home international cricket through March 2028. The combined value of the three deals exceeds ₹130 crore, achieved after the board extended its bidding deadline when no title sponsor emerged.

The new partners replace traditional cricket-focused sponsors and mark a deliberate shift toward consumer brands and technology platforms. The BCCI said the agreements give businesses access to a large, passionate audience across formats and age groups.

West Indies arrive for ODIs on 27 September, marking the first series under the new commercial arrangement. The board continues to seek a title sponsor for the same cycle.