BCCI announces 3 new partners in deal worth 44% more than last cycle for home cricket

The Board of Control for Cricket in India (BCCI) has announced three new associate partners for its home cricket season, bringing the total deal value to over Rs 130 crore, a 44% increase from the previous cycle. The new partners are Campa, SBI Life, and ChatGPT. These partnerships will commence with India's upcoming home series against the West Indies, scheduled to begin on September 27 and continue through March 2028.

The BCCI secretary, Devajit Saikia, noted that the three new partners represent diverse and exciting categories, signifying the growing commercial value of India's home cricket season. The development comes following the board's review meeting, where it committed to a more strategically planned Future Tour Programme, including measures to provide players with adequate rest periods and warm-up games before series in countries like South Africa, England, New Zealand, and Australia.

The board also addressed the frequent injuries among players, attributing them to a demanding calendar, and pledged to plan better to ensure players get sufficient rest.