Recently, the Board of Control for Cricket in India (BCCI) and Reliance Consumer Products, the largest manufacturer of fast-moving consumer goods (FMCG), finalized an agreement for Campa to become one of the sponsors for the home series.
As part of the multi-year agreement, Campa will obtain pouring rights, an on-field presence, and a beverage partnership for BCCI home matches.
An historic Indian beverage company, Campa, saw a spectacular comeback last year when it was purchased for INR 22 crore from Mukesh Ambani’s FMCG division. The agreement between the BCCI and Reliance-owned brand solidifies the organization’s position in the Indian cricket scene following Jio Cinema, another blue-chip company subsidiary, securing the streaming and broadcasting rights for home matches in Indian cricket, including the Indian Premier League (IPL).
According to a report in The Economic Times, Campa won’t be sponsoring any other significant rival brands owned by PepsiCo and The Coca-Cola Company. One of the executives who was aware of the agreement stated that the many Campa variations would be widely advertised and endorsed during the airing of India’s home matches.
“With cricket’s popularity and reach in India, any kind of exclusive cricket sponsorship is a huge benefit for brands.” As part of the relationship, Reliance—which debuted Campa Cricket, a lemon-flavored sports drink with a cricket theme, in September of last year—is anticipated to use other Campa variations extensively as well, according to the executive.
Presently, Campa is endorsed by prominent Indian cricket players, including Ishan Kishan, Yuzvendra Chahal, Arshdeep Singh, and Suryakumar Yadav. This has raised expectations for the brand’s consumption due to the latest relationship. As summer approaches in India, the two-month IPL 2024 could see a sharp increase in the company’s footprint nationwide, since foreign companies continue to dominate the beverage sector.
Given the agreement already in place, Campa might make his debut for the top cricket body in January during India’s forthcoming T20I series against Afghanistan and five Test matches against England.
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