Indian Cola Brand Campa Nets Coveted  BCCI Sponsorship Deal    

Indian cola brand Campa has scored a remarkable coup in ousting major rivals Coca-Cola and Pepsi, to a sponsorship deal with the BCCI.    

The Reliance Consumer Products-owned cola brand—which was only relaunched last year— has secured a multi-year agreement as one of the central sponsors for all domestic series played by the Indian national cricket teams.  

The deal gives the brand exclusive on-stadia presence, pouring rights and beverage products for all cricket matches played in India – international and domestic – during the tenure, and more importantly in 2024 when both the men’s and women’s national teams will spend a substantial period playing at home. 

According to ASN data, the fizzy drink category (24.1%, slightly over US$429.8m) making it the second largest category that has invested in Asia’s cricket sponsorship market since Q221. While the quarterly average investment of about US$36.4m has been largely stable over the years, however, our forecast for Q124 is tipped to reach a mere US$8.2m, a figure that is just 22.5% of the historical average.