Mumbai: The Board of Control for Cricket in India (BCCI) has added another marquee name to its growing roster of commercial partners, signing a multi-crore deal with Asian Paints. The partnership, set for formal announcement on November 25 at 11 AM, comes at a time when the board is already witnessing strong momentum in sponsorship revenues—most notably through its recent ₹579-crore jersey sponsorship agreement with Apollo Tyres.
Asian Paints Joins BCCI’s Line-Up of Premium Partners
Asian Paints now becomes part of BCCI’s expanding list of official partners, which includes prominent brands such as Campa, Atomberg, and SBI Life. The collaboration is expected to significantly enhance the board’s annual revenue, reinforcing Indian cricket’s dominant commercial appeal. Industry observers view the deal as a major addition to BCCI’s sponsorship ecosystem, bringing both brand stature and financial value.
A Robust Sponsorship Engine
The BCCI continues to maintain its position as the wealthiest cricket board globally, driven by its strong strategy of securing high-value partnerships. The board currently earns ₹48 crore from Campa, ₹41 crore from Atomberg, and ₹47 crore from SBI Life. With Asian Paints now entering the fold, the annual revenue from its core sponsorships is projected to reach roughly ₹180 crore. This steady inflow underscores the board’s unmatched influence in the sports market and its ability to attract India’s biggest corporate names.
Apollo Tyres Deal Sets the Tone
The Asian Paints partnership follows closely on the heels of the landmark Apollo Tyres jersey sponsorship agreement, finalised in late September. The three-year deal, worth ₹579 crore, came at a crucial time after Dream11 stepped away as India’s jersey sponsor due to the online gaming regulatory changes. The absence of a sponsor during the Asia Cup had highlighted the urgency of securing a new partner, a challenge the BCCI met swiftly. Apollo Tyres marked its debut on Team India’s jersey during the Test series against the West Indies, signalling a renewed phase of commercial stability.
Strengthening the Future of Indian Cricket
The increasing sponsorship inflows reflect more than just the board’s financial muscle—they are instrumental in fuelling the growth of Indian cricket. The funds support grassroots initiatives, high-performance training programs, international match hosting, and infrastructure development, ensuring a sustainable pipeline of talent and world-class facilities.
Speaking on the partnership, Amit Syngle, Managing Director & CEO, Asian Paints Ltd., said, “Cricket unites a billion hearts, and we are thrilled to partner with the BCCI on a platform that makes that spirit come alive. At Asian Paints, we have always believed in the power of colour to shape how people live, feel, and express themselves and this association strengthens that belief. Our partnership with BCCI marks an exciting new chapter, one where we bring the world of colour into the heart of the game India loves most. As the Official Colour Partner, we look forward to engaging with fans and customers in meaningful ways, celebrating the spirit and energy of cricket and adding more vibrancy and joy to every moment of the game. At Asian Paints, we believe homes aren’t just spaces, they’re where 1.4 billion dreams cheer as one. In the collective passion, we see the true purpose of colour = connection. We have multiple interesting integrations that will make this the most “Colourful” association with Cricket.”
BCCI spokesperson, Devajit Saikia added, “We are delighted to welcome Asian Paints as the Official Colour Partner of India Cricket. Asian Paints’ legacy of adding colour and emotion to people’s lives perfectly complements the spirit of Indian cricket. Together, we look forward to creating memorable experiences for fans across the country.”
The addition of Asian Paints further reinforces BCCI’s standing as a premier sports property and highlights the enduring appeal of Indian cricket to major advertisers. With the board expected to continue forging strategic, high-value partnerships, the commercial landscape of Indian cricket appears set for even stronger expansion in the years ahead.
