Campa onboarded as an official partner of BCCI

Beverage brand Campa has reportedly signed a multi-year deal with the Board of Control for Cricket in India to become one of the official sponsors for all cricket series played in the country, starting this year.  

This is reportedly Campa’s first major cricket sponsorship after being relaunched by Reliance a year ago.  

As per the new deal, Campa will have an on-stadium presence, pouring rights and beverage partnership for all the matches played in India during the period.  

"Campa, a legacy brand under the Reliance Consumer Products umbrella, will leverage this association to announce an exciting range of products and provide fans with a new-age experience at the stadiums," said BCCI in its official release. 

The matches covered by the deal will include even the under-19 series and women’s series, according to media reports.  

Financial details about the agreement are not known. A formal announcement about the association will be made in the coming days. 

Home appliances brand Atomberg was recently onboarded to become the official partner to the BCCI for all the national teams’ cricket in India till June 2026.

Roger Binny, President, BCCI said: "We are delighted to welcome Campa and Atomberg Technologies as our esteemed partners for the India Home Cricket Season 2024-26. Their commitment to excellence mirrors our own, and together, we look forward to creating an unparalleled cricketing experience for fans across the nation."

Jay Shah, Honorary Secretary, BCCI expressed enthusiasm about the collaboration and said: “We are thrilled to welcome Campa and Atomberg Technologies as our Official Partners for the 2024-26 home season. These partnerships not only strengthen our commitment to providing the best for our fans but also align with our values of excellence and sustainability. We look forward to creating memorable experiences for cricket enthusiasts in collaboration with Campa and Atomberg Technologies. This partnership is a testament to our collective vision for a successful and seamlessly executed cricketing season.”

Rajeev Shukla, BCCI Vice-president, said: “Campa and Atomberg Technologies bring unique strengths to our cricketing ecosystem. Their support as official partners for the India Home Cricket Season is a testament to the growing appeal of Indian cricket. We anticipate a fruitful collaboration that will benefit both the sport and our valued fans.”

Ashish Shelar, BCCI Treasurer, said: “The addition of Campa and Atomberg Technologies as official partners reinforces BCCI's commitment to forging relationships with brands that bring value to our cricketing landscape. This collaboration goes beyond sponsorship; it is about creating meaningful and lasting connections with our fans and partners alike.”

Devajit Saikia, BCCI Joint Secretary, said: “We are thrilled to have Campa and Atomberg Technologies on board. The synergy between their brands and the operational aspects of our events promises to elevate the overall experience for players and fans alike.”

Reliance Consumer Products Limited (RCPL) spokesperson said “We are delighted to become the official partner of BCCI for India-based cricket events. This partnership not only gives us an opportunity to forge a strong connection with a billion Indian fans but will also help us reach cricket lovers and communities worldwide. With Campa being an iconic heritage homegrown beverage brand, which offers the Great Indian Taste, it is uniquely positioned to push the boundaries of cricket fandom and bring authentic Indian taste to cricket fans.”

Arindam Paul, Founding Member and Chief Business Officer, Atomberg Technologies, said, “There is no comparison to the reach and credibility that any association with cricket brings to brands looking to scale up pan India. Atomberg with its revolutionary products have captured the imagination and love of consumers across the length and breadth of the country and built a Rs. 1000 crore ARR business in less than a decade.