Mukesh Ambani-Owned Campa To Get Contracted With BCCI In A Central Sponsorship Deal - Reports
The BCCI will have a new central sponsor (Twitter)
Campa, the Reliance Consumer Products-owned soft drink company, has signed a deal with the Board of Control for Cricket in India (BCCI) and will be one of the central sponsors for all home series played in India, stated a report in the Economic Times.
The brand is understood to have signed a multi-year deal with the Indian cricket board which helps it attain an edge over market rivals Coca-Cola and Pepsico, who have historically enjoyed a lion's share of the cricket industry and sponsorship with ICC and Indian cricket.
Campa Executives aware of the development said in the report that the deal will give the brand exclusive on-stadia presence, pouring rights and beverage products for all cricket matches played in India - international and domestic - during the tenure.
Campa Signs As India's Central Sponsor
Notably, the deal comes to light within the one year of Reliance relaunching the 'Campa' brand in 2023 and ahead of a year when India men's team is due to spend a prolonged phase at home with the domestic cricket and women's international series also enjoying the limelight.
"Any such exclusive cricket sponsorship is a significant benefit for brands, given the reach and following cricket has in India. Reliance, which had launched Campa Cricket last year in September as a cricket-themed lemon-flavoured sports-based carbonated drink, is expected to be leveraged extensively along with other Campa variants, as part of the partnership," an Executive was quoted as saying by Economic Times.
The financial details of the deal are not yet revealed with an official statement declaring the association set to be made in the coming days by both parties.
The senior Indian men's team alone is due to play a three-match T20I series against Afghanistan and a five-match Test series versus England in the 2023-24 home season while Bangladesh, New Zealand and England are due to arrive in India during the 2024-25 season.
 "Kashish Chadha")
