In a major boost to Indian cricket’s commercial ecosystem, the Board of Control for Cricket in India (BCCI) has sealed a significant sponsorship agreement with worth approximately ₹45 crore. The collaboration further expands BCCI’s growing lineup of official partners, which already includes key brands such as Campa, Atomberg, and SBI Life. With the addition of Asian Paints, the board’s earnings from long-term sponsorship contracts have now surged close to ₹180 crore, marking another milestone in cricket’s financial ascendancy.
This latest agreement reflects the strong and sustained commercial appeal of Indian cricket, which continues to attract big brands looking to align themselves with the sport’s unmatched fan following and mass audience reach. Unlike short-format commercial deals common during IPL seasons, companies are now increasingly opting for longer partnerships with both the Indian men’s and women’s national teams indicating a significant shift in marketing priorities.
Brands Choose Indian Cricket for Long-Term Visibility
The decision by Asian Paints to partner with BCCI comes at a time when India’s cricket ecosystem has become one of the most valuable sports markets globally. With millions of viewers watching every broadcast whether domestic fixtures or international tournaments brands are looking to secure top-of-mind recall among diverse and growing audiences.
Industry experts suggest that companies now prefer longer-term national-level partnerships over seasonal IPL windows because they offer stronger emotional association and sustained visibility. The Indian cricket team’s popularity transcends demographics, enabling brands to connect with Tier-1 cities, rural audiences, and global fans simultaneously.
Women’s Cricket Boosts Commercial Momentum
One of the key contributing factors to the rising sponsorship valuation is the recent success of the Indian women’s cricket team. Their victory in the ODI World Cup has amplified interest in women’s cricket, increasing its commercial potential and creating a more balanced sponsorship structure across both categories.
Sponsors now view women’s cricket not just as an emerging extension of the sport but as a mainstream arena with massive growth and engagement potential. The expanded audience base has encouraged more brands to seek visibility across men’s and women’s cricket properties, strengthening the value proposition of long-term associations with BCCI.
Despite Sectoral Setbacks, Sponsorship Value Continues to Grow
While the fantasy gaming industry previously a major contributor to Indian cricket sponsorship has faced regulatory challenges in recent months, BCCI’s commercial portfolio has not slowed down. The addition of Asian Paints follows the board’s record-breaking ₹579 crore jersey sponsorship deal signed with Apollo Tyres, solidifying cricket’s dominance as India’s most commercially lucrative sport.
Analysts say that even with market fluctuations and increasing advertising regulations in some sectors, the Indian cricket ecosystem remains resilient. Sponsorship demand continues to grow steadily due to cricket’s cultural relevance, emotional influence, and unmatched audience engagement.
Cricket’s Brand Value Remains Unbeatable
With viewership numbers consistently breaking records across streaming platforms and broadcasters, Indian cricket remains the most sought-after advertising platform in the country. Major global and domestic brands are leveraging this visibility to strengthen credibility, brand loyalty, and consumer influence.
Marketing professionals describe cricket sponsorship as one of the few avenues in India that guarantees rapid brand recall, mass excitement, and year-round visibility all reinforced by passionate fan loyalty.
A Turning Point for Sports Commercialization in India
The BCCI-Asian Paints deal is more than another sponsorship it symbolizes a continued shift in India’s sporting business landscape. As companies invest more in national cricket partnerships, the sport is becoming a central pillar of India’s advertising and branding strategy.
With multiple big-ticket sponsorships recently secured, a thriving women’s cricket market on the rise, and global brands continuing to show interest, Indian cricket appears well-positioned for a new era of financial expansion and global influence.
As BCCI continues building a robust sponsorship ecosystem, analysts expect more brands to enter long-term deals in 2025 further solidifying Indian cricket as one of the most valuable sporting properties in the world.
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