BCCI ChatGPT Deal
The commercial value of Indian cricket continues to rise, with the Board of Control for Cricket in India (BCCI) announcing ChatGPT, Campa Cola and SBI Life as Associate Partners for India’s home cricket season.
The three partnerships have a combined value of approximately ₹130 crore, with the reported exact value standing at ₹129.85 crore. The agreements will run until March 2028 and cover 35 bilateral matches played in India.
The BCCI said the combined value of the new partnerships represents a 44% increase over the previous cycle, underlining the growing commercial strength of Indian cricket.
Campa Cola emerged as the highest bidder among the three new Associate Partners, offering ₹1.31 crore per match.
ChatGPT and SBI Life each bid ₹1.20 crore per match. Across 35 matches, the three partnerships together are valued at approximately ₹129.85 crore.
Campa Cola faced competition from Bisleri and Indian Oil Corporation, both of which reportedly bid ₹1.20 crore per match. The final three Associate Partners were Campa Cola, SBI Life and ChatGPT.
The inclusion of ChatGPT is arguably the most notable aspect of the new agreement.
An AI technology brand becoming an Associate Partner of Indian cricket reflects the enormous reach and commercial appeal of the sport. The BCCI said the partnerships bring together brands from three distinct sectors—beverages, insurance and AI technology.
BCCI President Mithun Manhas described India’s home cricket season as a highly valuable sporting property and said the increased partnership value reflects the confidence brands have in the reach and commercial potential of Indian cricket.
Despite being official Associate Partners, ChatGPT, Campa Cola and SBI Life will not have their logos on the Indian team jerseys.
Associate Partners receive visibility through broadcast graphics and on-ground branding, including placements around the playing field and on boundary cushions. Jersey space is reserved for the title sponsor.
The new partners will get their first major exposure during India’s upcoming home series against the West Indies. The tour begins on September 27, with India and the West Indies scheduled to play three ODIs and five T20Is.
The deal represents another major commercial milestone for the BCCI—and the arrival of ChatGPT alongside established consumer and financial brands shows how Indian cricket is increasingly attracting companies from the technology sector.
© Copyright 2026, cloudTV. All Rights Reserved
