The Board of control for Cricket in India (BCCI), Indian cricket’s governing body, has announced soft drinks brand Campa and home appliance company Atomberg Technologies as new official partners for Indian national cricket team’s home international matches.
The pair of deals will cover the Indian cricket team’s home international games from 2024 through to the end of 2026, and will likely be inaugurated at the team’s upcoming home test series against England.
BCCI vice president Rajeev Shukla said of the deals: “Campa and Atomberg Technologies bring unique strengths to our cricketing ecosystem. Their support as official partners for the India Home Cricket Season is a testament to the growing appeal of Indian cricket.”
Arindam Paul, Atomberg chief business officer, added: “Looking at the excellent results in both brand and business metrics by being broadcast sponsors for many marquee cricket series, this official partnership with BCCI was the next strategic step for us.”
“We are optimistic that the visibility offered by the sport and the association will go a long way in building brand awareness and brand love for Atomberg.”
Elsewhere, England’s Surrey County Cricket Club has extended its partnership with car manufacturer Kia to the end of 2029.
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This will ensure Kia’s continued title sponsorship of Surrey’s Oval cricket ground, with the Kia logo situated prominently across the ground and on the official men’s and women’s club shirts.
Kia will also continue to have prominent branding across Surrey’s digital and social media channels.
The five-year extension to the deal, which first began in 2010, will make the partnership one of the longest-running in UK sport upon its new final date.
Surrey has stated that it is “the biggest partnership” in the club’s history, with Kia even sponsoring the Oval’s four floodlights to help transition the club toward sustainable energy by changing the lighting systems to more efficient LED lights over coming seasons.
Kia UK president and chief executive Paul Philpott stated: “The partnership between Kia and Surrey CCC has been mutually beneficial for many years.”
“Whether it’s the collaboration we share with the club and its fans or the light the sponsorship has shone on our award-winning vehicles to 27,500 pitch side spectators, plus many more remote viewers. We look forward to working closely with the club in the years to come, pursuing new goals based on our shared values.”