The Board of Control for Cricket in India (BCCI) has onboarded Asian Paints, India’s leading paint and décor brand, as Team India’s new official colour partner.
The three-year alliance will include every Men’s, Women’s, and Domestic series played in India, totaling 110 matches. This partnership enhances Asian Paints’ association with cricket, bringing together 1.4 billion hearts in every colour of cricket.
Asian Paints, a brand that has celebrated color, creativity, and emotion in Indian homes for decades, is now extending its vivid presence to cricket, the country’s most popular sport. This high-impact partnership builds on the shared spirit of inspiration and expression that unites colour and cricket, bringing together fans across India. From bold decisions to flamboyant expressions, Asian Paints and Indian Cricket demonstrate true leadership. This brings to life an impressive collaboration that honors the colors that unite a billion hearts!
This brings alive a formidable partnership that celebrates the colours that unite a billion hearts!
Asian Paints’ partnership with the Indian men’s and women’s cricket teams is expected to generate significant prominence. Asian Paints, which has continually engaged in marketing across lifestyle and consumer touchpoints, considers entering the Indian cricket ecosystem as an opportunity to enhance brand recall among a national fan base while also aligning with a sport that unites audiences of all tiers.
Mr. Amit Syngle, Managing Director & CEO, Asian Paints Ltd., said, “Cricket unites a billion hearts, and we are thrilled to partner with the BCCI on a platform that makes that spirit come alive. At Asian Paints, we have always believed in the power of colour to shape how people live, feel, and express themselves and this association strengthens that belief. Our partnership with BCCI marks an exciting new chapter – one where we bring the world of colour into the heart of the game India loves most. As the Official Colour Partner, we look forward to engaging with fans and customers in meaningful ways, celebrating the spirit and energy of cricket and adding more vibrancy and joy to every moment of the game. At Asian Paints, we believe homes aren’t just spaces -they’re where 1.4 billion dreams cheer as one. In the collective passion, we see the true purpose of colour = connection. We have multiple interesting integrations that will make this the most “Colourful” association with Cricket.”
BCCI spokesperson, Mr. Devajit Saikia, added, “We are delighted to welcome Asian Paints as the Official Colour Partner of India Cricket. Asian Paints’ legacy of adding colour and emotion to people’s lives perfectly complements the spirit of Indian cricket. Together, we look forward to creating memorable experiences for fans across the country.”
Asian Paints’ collaboration with BCCI will be brought to life with brilliant on-ground and digital activations, including the first-ever Asian Paints Colour Cam, which will honor the most colorful fans, and a Colour Countdown, which will highlight trending shades and home décor inspirations. The brand will expand this association across media, dealers, and consumer touchpoints, bringing “Colour to Cricket” and strengthening its emotional connection with millions. With over 80 years of color leadership, Asian Paints seeks to showcase the hues of passion, creativity, and unity that cricket inspires.
The agreement is worth approximately INR 45 crore, according to reports. With Asian Paints on board, BCCI’s overall profits from its “official partners” category are expected to grow to approximately INR 180 crore, strengthening its sponsorship structure. The arrangement also comes at a critical time for the BCCI, which has been expanding into non-gaming sponsorships in response to legislative developments that have impacted the gambling sector’s participation.
Asian Paints believes that partnering with India’s national cricket teams provides long-term value, premium positioning, and unparalleled nationwide reach. This partnership is also in line with BCCI’s overarching commercial strategy, as the board continues to onboard premium, category-leading consumer brands. Following the announcement of Apollo Tyres as the new lead jersey sponsor, the addition of Asian Paints marks a change towards long-term, non-volatile commercial partnerships.
