27th, Nov, 2025

Asian Paints signs ₹45 crore deal as BCCI’s new official partner

The Board of Control for Cricket in India (BCCI) has signed a new partnership with Asian Paints, making it one of the official partners of Team India. The deal is valued at around ₹45 crore, and it will soon be officially announced by both sides.

With this new agreement, BCCI’s total sponsorship earnings have now reached ₹180 crore, showing how strong the commercial demand for Indian cricket has become—especially for the men’s and women’s national teams.

What This Deal Means for Asian Paints

By becoming an official partner of BCCI, Asian Paints will get:

1. Huge Brand Visibility

Its branding will appear during major international and domestic cricket matches in India. This ensures nationwide exposure across TV, digital platforms, and stadiums.

2. Stronger Connection With Consumers

Cricket fans often trust brands associated with Team India. This deal helps Asian Paints build a positive image and stay top-of-mind for home improvement decisions.

3. Long-Term Marketing Advantage

Since the partnership runs for multiple years, Asian Paints gets enough time to plan creative campaigns, festival promotions, and new product launches linked with cricket.

4. Entry Into a High-Value Sponsorship Space

BCCI partnerships are premium and highly respected. Joining this list places Asian Paints among the top brands supporting Indian cricket.

Three-Year Partnership Across All Formats

Reports suggest that the partnership between BCCI and Asian Paints will run for three years, covering:

• International matches played in India

• Men’s cricket

• Women’s cricket

• Domestic tournaments

In total, the deal will cover around 110 matches across all formats. This ensures that Asian Paints will get strong brand visibility throughout the cricketing calendar.

Why Asian Paints Chose This Partnership

1. Massive Reach Through Cricket

Cricket is the most-watched sport in India. By partnering with BCCI, Asian Paints gains visibility across stadiums, digital platforms, TV broadcasts, and social media.

2. Strong Brand Connection

Asian Paints, known for colour, creativity, and home solutions, can now associate itself with the emotions and energy of Indian cricket.

3. Long-Term Marketing Value

Since the agreement is multi-year, Asian Paints can build long-term campaigns around cricket festivals, big tournaments, and important series.

Why This Deal Matters for Asian Paints

The partnership with BCCI is a big opportunity for Asian Paints. Cricket is watched by millions across India, and being linked with Team India helps the brand reach people in every corner of the country. This deal gives Asian Paints a chance to increase trust, visibility, and emotional connection with customers.

Through this partnership, Asian Paints can strengthen its image as a modern, youth-focused brand. Cricket brings energy, passion, and national pride — and Asian Paints can use this connection to make its marketing campaigns more powerful and relatable.

Industry Reaction

The marketing and sports industry sees this as a smart partnership for both sides:

• BCCI strengthens its brand portfolio.

• Asian Paints gets premium visibility.

• Fans see more top brands supporting Indian cricket.

Experts also believe this deal is aligned with BCCI’s strategy of forming multi-year relationships instead of short-term sponsorships.

Conclusion

The ₹45 crore partnership between BCCI and Asian Paints is a strong, strategic move that benefits both brands. It increases BCCI’s sponsorship revenue to ₹180 crore and gives Asian Paints huge visibility across all major cricket formats in India.

With this deal, BCCI continues to show its unmatched power in sports marketing, and Asian Paints steps into the world of cricket with a high-impact partnership.