The Indian home appliances entity, Atomberg, and the soft drink brand, Campa Cola, have teamed up with the Board of Control for Cricket in India (BCCI) as central sponsors in a long-term deal for the home series, according to SportsMint’s sources.
The newly-inked arrangement will reportedly kick off with the forthcoming India vs Afghanistan T20I Series 2024 and conclude in June 2026.
The multi-year lucrative agreement will cover a total of 48 fixtures and the combined investment by both Indian brands per match will be between INR 75-85 lakh. Taking into consideration an average of INR 80 lakh per game, the total three-year spending for Atomberg and Campa Cola combined will be INR 38.4 crore.
Campa Cola’s share of investment could outweigh Atomberg’s as the former is reportedly receiving the pouring rights which will allow the brand to serve its products during the games. The soft drink brand’s beverage stand will be present next to the dugout and receive all other privileges which are entitled to a beverage partner.
An association with the BCCI enables a brand with a 360-degree marketing platform which consists of Category Exclusivity, IP Rights, Brand Mention & Activation Display, Brand Exposure, Exposure Across All National Team Home Series, Right to Distribute Promotional Merch In Stadia, Digital/Social Media, Tickets-Hospitality And General, Media Amplications, and Virtual Meet & Greet With A Team India Player.
For the previous cycle, as official sponsors, Dream11, ACC Cement, and Hyundai paid INR 2.59 crore per match. The 2019-23 cycle kicked off on September 1, 2019, and concluded on March 31, 2023.
For the ongoing cycle, in terms of business categories, a whole new set is keen to partner up with the BCCI. The regular set of categories such as cars and cement are yet to be finalised.
Varied and new categories such as appliances, insurance, beverages, and banks have displayed interest and affirmed their association with the cash-rich Indian cricket board.
In September 2023, the Indian life insurance company, SBI Life joined forces with the BCCI as an official partner for the domestic and international seasons 2023-2026.
Campa Cola, founded in 1977, was a market leader in the late 1970s and 1980s in certain parts of the country. The beverage brand was revived by Reliance Industries in March 2023 by acquiring it for INR 22 crore. Campa Cola re-entered the market under the Reliance wing with three new flavours – Campa Cola, Campa Lemon and Campa Orange. Following the acquisition by Reliance, Campa Cola ventured into the Indian Premier League (IPL) by partnering with Lucknow Super Giants (LSG), and Sunrisers Hyderabad (SRH).
With the ambition of transforming India’s home appliances, Atomberg was founded in 2012 by two IIT-Bombay graduates Manoj Meena and Sibabrata Das. In May 2023, Atomberg raised $86 million in its Series C funding round helmed by Temasek Holdings and Steadview Capital. Atomberg joined forces with the Indian Super League (ISL) team, Kerala Blasters as a fan partner for the 2022-23 edition. The home appliances brand was also the broadcast sponsor for the World Test Championship Final 2023, Border-Gavaskar Trophy 2023 and India vs West Indies T20I Series 2023.