ChatGPT, Campa and SBI Life sign on as BCCI associate partners for India home cricket

# What happened India (BCCI) announced Campa (beverages), SBI Life (insurance) and ChatGPT (AI) as Associate Partners for India home cricket. The agreements run for two seasons, beginning with the upcoming home series against the West Indies and extending through March 2028.

# Financial scale and growth The BCCI said the three partnerships together are worth more than ₹130 crore. That combined value represents a 44% increase over the previous sponsorship cycle. The board framed the rise as evidence of continued commercial demand for India's home season.

# Why the partnerships matter

# What BCCI officials said BCCI President Mithun Manhas called the signings a "strong endorsement of the strength of the Indian cricket ecosystem," and highlighted the 44% increase in combined partner value as particularly encouraging.

Honorary Secretary Devajit Saikia said the growth in partnership value reflected confidence in the BCCI and Team India. He noted that Campa, SBI Life and ChatGPT represent "three very different and exciting categories" and said the board will work with them to develop ways to engage fans and enhance their experience.

# ChatGPT's expanding cricket presence This sponsorship extends ChatGPT's involvement in Indian cricket. In November 2025, ChatGPT and Kingfisher Packaged Drinking Water were named Premier Partners for two seasons of the Women's Premier League (WPL). The new associate partnership links ChatGPT to the men's home season as well.

# Context in the wider sport-tech landscape

# Practical implications for fans and sponsors The BCCI says it will work with the new partners to create marketing and engagement activity during home matches. Details on specific activations, branding placements, or how the partners will integrate into match-day and broadcast experiences were not provided in the announcement.

# Bottom line The new associate partnerships represent a notable increase in sponsorship value for BCCI's home season and bring an AI brand into the board's commercial mix alongside traditional consumer and financial services sponsors. The board intends to leverage these deals to develop fan-facing initiatives through March 2028.