Asian Paints inks ₹45 crore BCCI deal

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Asian Paints has signed a major sponsorship deal with the Board of Control for Cricket in India (BCCI) to become an official partner, reportedly valued at ₹45 crore. The agreement, brokered ahead of the upcoming ICC Men’s T20 World Cup 2026, marks a strategic step in Asian Paints’ ongoing expansion into sports marketing and high-visibility brand associations.

This partnership gives Asian Paints branding rights and visibility across Team India matches, including stadium signage, team co-branding opportunities, and digital presence across BCCI properties. The tie-up also positions Asian Paints among top-tier Indian brands that have leveraged cricket’s unparalleled reach to amplify consumer engagement.

For Asian Paints, which has traditionally focused on home improvement and lifestyle branding, this marks a deeper foray into emotionally resonant marketing platforms. Cricket, with its mass following, gives the brand a powerful canvas to extend recall and trust—particularly in Tier 2 and Tier 3 markets where BCCI’s influence runs deep.

The deal aligns with BCCI’s broader commercial momentum, as the board continues to secure long-term brand partnerships across apparel, FMCG, automotive, and now, home solutions. Recent partners include Adidas and Dream11, with Asian Paints now joining the league.

While Asian Paints has previously activated campaigns around IPL, this national-level association with the BCCI represents its most high-profile sporting commitment yet.

The multi-year agreement is expected to span marquee events and bilateral series, with integrated campaigns likely to follow in coming months.