The giant of world cricket, India, currently ranked number one in the ICC Men’s T20 rankings, are on a roll. They’ve reached the finals of the ongoing ICC Men’s T20 World Cup 2024 with an unbeaten run, led by captain Rohit Sharma. The finals will be played against South Africa on June 29 at Kensington Oval, Bridgetown, Barbados.
This is a crucial match for India. They haven’t lifted the T20 World Cup trophy since the inaugural edition in 2007. The 2014 finals saw them lose to Sri Lanka. More importantly, this is a chance to end their 11-year ICC trophy drought, with the Champions Trophy 2013 being their last major title.
The team’s consistent performance in major ICC tournaments, the presence of marketable athletes and the tendency to grab eyeballs have made the Indian side a lucrative proposition for brands. Their top ranking in ODIs and T20Is, and second rank in Test, further enhances the team’s stature in world cricket. Let’s delve into some of their key sponsors:
Official title sponsor
IDFC First Bank: The Indian private sector lender IDFC First Bank has secured the prestigious title sponsorship for the Board of Control for Cricket in India‘s (BCCI) home international series for the next three years. The deal was reportedly valued at INR 4.2 crore per international match. This agreement extends until August 2026, encompassing 56 international games played on Indian soil.
Official lead sponsor
Dream11: The BCCI secured Dream11, India’s leading online fantasy sports platform, as the new lead sponsor for the national cricket team. In this three-year deal, Dream11’s logo is prominently displayed on the front of the Indian team jerseys.
Official kit sponsor
adidas: The German sportswear giant, adidas has signed a significant deal with the BCCI, becoming the official kit sponsor of the Indian national cricket teams. This comprehensive partnership extends until March 2028, encompassing men’s and women’s teams, and the Under-19 squad. Under this agreement, adidas assumes responsibility for designing, developing, and manufacturing the official jerseys for all formats of the game – Test matches, One Day Internationals (ODIs), and Twenty20 (T20) cricket.
Official partner
SBI Life: SBI Life Insurance is one of the leading life insurance companies in India. It’s a joint venture between the State Bank of India (SBI), one of India’s largest and most trusted banks, and BNP Paribas Cardif, a multinational insurance company based in France. This three-year partnership from 2023-2026 between the BCCI and SBI Life reflects a strategic alignment of the two organizations. By partnering with the BCCI, SBI Life gains significant brand exposure during cricket matches, one of the most popular sports in India. This partnership helps SBI Life to reach a wider audience and promote its products and services.
Campa: Campa, a nostalgic beverage brand for many cricket fans in India, has secured its place as an official partner of the India Home Cricket Season 2024-26. Founded in 1977, Campa carved a niche in the Indian market for decades before being acquired by Reliance Industries in March 2023 for INR 22 crore. This acquisition marked a significant revival for the brand. Reliance strategically re-launched Campa in March 2023, capitalizing on its existing brand recognition and consumer base.
Atomberg Technologies: Joining Campa as the official sponsor of the India Home Cricket Season (2024-26) is Atomberg Technologies, a company making waves in the Indian home appliance sector. Founded in 2012 by ambitious IIT-Bombay graduates Manoj Meena and Sibabrata Das, Atomberg aims to revolutionize the industry. The entity’s commitment to innovation was recently bolstered by an impressive $86 million Series C funding round led by Temasek Holdings and Steadview Capital in May 2023.
This multi-year partnership will encompass 48 matches, with each game featuring a combined investment of INR 75-85 lakh from both Indian brands. Based on an average of INR 80 lakh per match, the total three-year expenditure for Campa and Atomberg Technologies is estimated to be INR 38.4 crore.
Official broadcaster and digital streaming platform
Viacom18 and JioCinema: Viacom18, the Reliance-backed media conglomerate, secured exclusive media rights for the BCCI’s home international matches for the next five years (2023-2028). This deal encompasses both television and digital broadcasting rights.
Viacom18 paid a staggering INR 67.8 crore per match, totalling INR 5,963.4 crore for the 88-match cycle. Cricket enthusiasts can look forward to catching all the action on JioCinema, Viacom18’s digital streaming platform, and Sports18, its television channel.