Campa joins BCCI as central sponsor: Sources
Reliance Consumer Products-owned soft drink brand Campa will be one of the official central sponsors of all the Board of Control for Cricket in India (BCCI) series played in the country starting this year.
The brand has signed a multi-year deal with the BCCI, a development that blocks out rivals Coca-Cola and PepsiCo for BCCI matches played in India, executives directly aware of the developments said.
According to one of the executives, the deal will get Campa exclusive on-stadium presence, pouring rights and beverage partnership of all cricket matches played in the country within the tenure.
This will be Campa's first big cricket sponsorship since the brand was relaunched by Reliance over a year back, and comes ahead of the summer season, which is expected to see a pitch battle between cola makers this year, after a rain-washed last summer season.
The Campa deal with the BCCI will cover all cricket played in India and will also include the under-19 series and women's series, one of the executives said.
The financials of the sponsorship could not be ascertained.
A formal announcement by the BCCI is expected in the coming days.
«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,» the executive added.
An email seeking comment from Reliance Consumer Products, the FMCG arm of Reliance Retail Ventures, remained unanswered till press time on Monday.
Reliance Retail had acquired Campa in mid-2022 from Pure Drinks
