By Indian home appliances giant, Atomberg, and the soft drink brand, Campa Cola, have partnered with BCCI as central sponsors in a significant long-term agreement focused on the home series of the National Team. This extensive arrangement is set to commence with the India vs Afghanistan T20I Series 2024 and extend until June 2026.
The three-year deal encompasses 48 fixtures, with both Indian brands jointly investing between INR 75-85 lakh per match, totaling INR 38.4 crore over the three-year period. Campa Cola’s share might surpass Atomberg’s investment, as it will be leveraging its pouring rights to serve beverages during the matches. The brand’s dedicated beverage stand will grace the surroundings of the dugout, accompanied by exclusive privileges granted to a beverage partner.
Partnering with the BCCI offers brands a holistic 360-degree marketing platform inclusive of Category Exclusivity, IP Rights, Brand Mentions & Activation Display, Exposure Across All National Team Home Series, Digital/Social Media, and more.
In the previous cycle, official sponsors like Dream11, ACC Cement, and Hyundai invested INR 2.59 crore per match. The ongoing cycle is witnessing a surge of interest from various business sectors—apart from conventional categories like cars and cement—showing enthusiasm to collaborate with the BCCI.
Notably, new sectors such as appliances, insurance, beverages, and banks have shown a keen interest in associating with the richest cricket board in the world. September 2023 witnessed SBI Life joining hands with BCCI as an official partner for the domestic and international seasons 2023-2026.
Campa Cola, an established name in the late 1970s and 1980s, re-emerged under Reliance Industries in March 2023 with new variants—Campa Cola, Campa Lemon, and Campa Orange. Post-acquisition, Campa Cola stepped into the Indian Premier League (IPL) through partnerships with Lucknow Super Giants (LSG) and Sunrisers Hyderabad (SRH).
Atomberg, founded in 2012 by IIT-Bombay graduates Manoj Meena and Sibabrata Das, aimed to revolutionize India’s home appliances. Their recent funding round in May 2023 raised $86 million, marking their substantial growth trajectory. Atomberg actively partnered with the Indian Super League (ISL) team, Kerala Blasters, and secured broadcasting sponsorships for major cricket events like the World Test Championship Final 2023, Border-Gavaskar Trophy 2023, and India vs West Indies T20I Series 2023.
Making the announcement on X, Chief Business Officer Arindam Paul said, “Broadcast cricket has been a key media pillar of building brand Atomberg for the last 2 years and we have seen the power of cricket in catapulting both brand and business metrics.”
“And we are thrilled to announce that we are taking our association with cricket deeper by coming on board as an official partner for all India home cricket till June 2026. Only apt that the association started with the women’s team’s dominant performance against the mighty Aussies in a year when we have the women’s T20 world cup,” he added.
