The Board of Control for Cricket in India (BCCI) has further solidified its position as the world’s wealthiest cricket governing body after BCCI signs Asian Paints as official partner in a major sponsorship agreement valued at approximately ₹45 crore. This strategic collaboration marks another milestone in Indian cricket’s commercial success story, coming just months after the board secured a massive jersey sponsorship deal with Apollo Tyres.
The partnership between BCCI and Asian Paints, one of India’s most trusted home décor brands, represents a significant addition to the cricket board’s expanding portfolio of official partners. With this latest agreement, BCCI’s annual revenue from official sponsorships has now reached an impressive ₹180 crore, demonstrating the unmatched commercial appeal of Indian cricket on the global stage.
The timing of this partnership holds particular significance for BCCI. The board had been navigating a sponsorship landscape affected by regulatory changes in the fantasy gaming sector, which had been a major contributor to cricket sponsorship revenues in previous years. The entry of Asian Paints fills a crucial gap and ensures that BCCI’s revenue streams remain robust and diversified.
Unlike typical short-term tournament sponsorships, Asian Paints has opted for a longer-term association with both India’s men’s and women’s national cricket teams across all formats. This decision reflects a growing trend among major brands to pursue sustained visibility with Team India rather than limiting their engagement to high-profile tournaments like the Indian Premier League.
Building a Powerhouse Partnership Portfolio
With Asian Paints joining the fold, BCCI now boasts four high-value official partners contributing collectively to the ₹180 crore annual sponsorship pool. This follows the September 2024 announcement of Apollo Tyres as the lead jersey sponsor in a deal worth ₹579 crore spanning two and a half years until March 2028.
The Apollo Tyres agreement had already underscored the commercial strength of Indian cricket, with the tire manufacturer’s winning bid surpassing competing offers from Canva and JK Cements. The company replaced Dream11, which had to withdraw following the government’s ban on real-money gaming through the Promotion and Regulation of Online Gaming Act 2025.
Why Asian Paints Chose Cricket
Asian Paints decision to enter into this partnership stems from cricket’s unparalleled reach across India and beyond. With operations in more than 60 countries and a market capitalization exceeding ₹2.75 lakh crore, the paint and home décor giant recognizes the sport as an ideal platform for mass engagement and brand reinforcement.
The company has previously collaborated with cricket through individual endorsements, including partnerships with star cricketers like Virat Kohli for their Neo Bharat Latex Paint product line and women’s cricket captain Harmanpreet Kaur for various marketing initiatives. However, this official partnership with BCCI represents Asian Paints’ first direct association with the national cricket board.
Industry observers note that Asian Paints move comes at a time when competition in the decorative paints sector is intensifying, with major conglomerates like Aditya Birla Group’s Birla Opus entering the market. The association with Indian cricket provides Asian Paints with unmatched visibility and emotional connection with consumers across demographics.
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One of the most significant aspects of this partnership is Asian Paints commitment to supporting both men’s and women’s cricket teams. This alignment is particularly timely, given the recent surge in popularity of women’s cricket in India. The Indian women’s team has captured global attention with their performances, including their recent ODI World Cup campaign, creating unprecedented opportunities for brands to engage with a rapidly expanding fan base.
By associating with both teams, Asian Paints effectively doubles its visibility and audience impact, reaching cricket enthusiasts across gender lines and age groups. This strategic positioning allows the brand to tap into the growing viewership of women’s cricket while maintaining strong connections with the traditional cricket audience.
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This latest sponsorship agreement reinforces several important trends in Indian cricket’s commercial landscape. First, it demonstrates that despite regulatory challenges in certain sectors, Indian cricket continues to attract premium brands across diverse industries. The willingness of established corporations to invest substantial sums reflects confidence in cricket’s enduring appeal and marketing value.
Second, the move away from tournament-specific sponsorships toward longer-term national team partnerships suggests that brands are recognizing the benefits of sustained visibility and deeper fan engagement. Long-term associations enable better brand recall and allow sponsors to be part of Team India’s journey through various competitions and formats.
Third, the partnership highlights how non-traditional cricket sponsors from sectors like home décor and tires are increasingly viewing cricket as an essential component of their marketing strategy. This diversification of the sponsor base strengthens BCCI’s financial position and reduces dependency on any single industry sector.
What This Means for BCCI’s Future
The successful conclusion of the Asian Paints deal, combined with the Apollo Tyres jersey sponsorship and other official partnerships, positions BCCI on track for record sponsorship revenues. When factoring in broadcasting rights, IPL franchises, domestic tournament sponsorships, and other commercial contracts, BCCI’s total annual revenue continues to set new benchmarks in global sports governance.
This financial strength enables BCCI to invest more heavily in infrastructure development, player welfare, grassroots cricket programs, and the expansion of women’s cricket. It also provides a buffer against potential economic uncertainties or regulatory changes that might affect specific sponsor categories.
Moreover, the competitive bidding processes for these sponsorship slots demonstrate healthy market interest in associating with Indian cricket, suggesting that BCCI will continue to command premium rates for its commercial properties in the foreseeable future.
