The Board of Control for Cricket in India (BCCI), the richest cricket board in the world, has added another top brand to its growing list of commercial partners. Asian Paints has joined as BCCI newest official partner in a deal valued at around ₹45 crore, significantly increasing the board’s annual sponsorship revenue.
This new association comes shortly after BCCI sealed a massive ₹579 crore jersey sponsorship deal with Apollo Tyres, further strengthening the board’s commercial standing.
Partnership Adds to BCCI Already Strong Sponsor Line-Up
With Asian Paints coming on board, BCCI now has four high-value official partners:
- Campa – ₹48 crore
- Atomberg – ₹41 crore
- SBI Life – ₹47 crore
- Asian Paints – ₹45 crore
Together, these four partnerships contribute approximately ₹180 crore to BCCI’s yearly earnings from official sponsorships alone. The deal is expected to be formally announced soon.
The fantasy gaming sector a major sponsorship contributor for several years—had pulled back due to regulatory changes. This had left a gap in India’s cricket sponsorship landscape.
However, the entry of Asian Paints ensures BCCI revenue stream remains strong and stable. The new partnership also highlights brands’ continued trust in Indian cricket as a marketing platform, despite changing regulations in other sectors.
Asian Paints Chooses Cricket Over Short-Term IPL Tie-ups
Interestingly, Asian Paints opted to associate with India’s red-ball and white-ball teams, choosing a longer-term national team association rather than a short, two-month IPL partnership.
This decision reflects a growing trend among brands: long-term visibility with Team India offers stronger reach, better recall, and deeper emotional connection with fans.
Asian Paints decision also comes at a time when competition in the paints sector is intensifying, making cricket an ideal arena for mass engagement and brand reinforcement.
Women’s Cricket Adds New Value for Sponsors
India’s women’s team has recently gained huge attention, especially after their ODI World Cup triumph. With the women’s side delivering results and gaining global recognition, new sponsors including Asian Paints – are likely to benefit from associating with both men’s and women’s cricket teams, doubling their visibility and audience impact.
BCCI’s Commercial Strength Continues to Rise
Just months after signing the high-value Apollo Tyres jersey sponsorship deal (valid till 2028), BCCI has once again proven why it remains the most powerful cricket board worldwide.
The addition of Asian Paints not only boosts BCCI’s revenue but also reflects the unmatched commercial draw of Indian cricket – across formats, genders, and global markets.
With Asian Paints joining as a new official partner, BCCI’s sponsorship earnings have surged to ₹180 crore from official partnerships alone. Combined with the Apollo Tyres jersey deal and other commercial contracts, BCCI continues to set new standards in global sports sponsorship.
