In a significant development for Indian sports sponsorship, Asian Paints has been announced as the new ‘Official Colour Partner’ for the Board of Control for Cricket in India (BCCI). This multi-year collaboration will span three years, encompassing a substantial 110 home matches. The partnership covers all international fixtures for both men’s and women’s teams, as well as domestic cricket tournaments across India. This strategic alliance is reportedly valued at approximately INR 45 crore over the three-year term. Asian Paints joins a growing roster of prominent sponsors supporting Indian cricket at home, following in the footsteps of recent additions like Campa, SBI, IDFC Bank, and Atomberg. This move also comes after Apollo Tyres stepped in as the principal jersey sponsor earlier this year. The partnership aims to leverage the emotional connect between cricket and its fans, infusing the game with vibrancy and joy. Asian Paints plans to engage audiences through innovative campaigns, including a ‘Colour Cam’ to highlight enthusiastic fans and a ‘Colour Countdown’ segment linking home decor trends with the excitement of the game. This collaboration signifies a powerful synergy between a brand synonymous with color and a sport that paints a spectrum of emotions for a nation.
