BOARD OF CONTROL FOR CRICKET IN INDIA (BCCI) Monday announced Asian Paints as its “Official Colour Partner” for the next three years.
The agreement covers 110 home fixtures, spanning international matches for both the men’s and women’s teams, as well as the full domestic calendar.
PMG brokered the partnership on behalf of Asian Paints. The deal, reportedly valued at around ₹45 crore, places the legacy brand in the official partner tier in terms of payouts.
Per Hindustan Times, ongoing official partner deals include that with Campa (₹48 crore), Atomberg (₹41 crore) and SBI Life (₹47 crore).
For the lead jersey sponsorship, Apollo Tyres recently signed up till 2028 for a total of ₹579 crore. It was approximately 28% higher in value than the minimum asking price BCCI had set.
As the colour partner, Asian Paints plans to roll out a series of fan-focused initiatives, including Colour Cam, which highlights the “most colourful fans” in the stadium, and Colour Countdown, a segment that blends match moments with décor and colour inspirations.
Worli Sea Link illumination
In one of the more dramatic activations to mark the partnership, Asian Paints will be lighting up Mumbai’s iconic Worli Sea Link.
Asian Paints managing director & CEO Amit Syngle noted, “Cricket unites a billion hearts, and we are thrilled to partner with the BCCI on a platform that makes that spirit come alive. At Asian Paints, we have always believed in the power of colour to shape how people live, feel, and express themselves, and this association strengthens that belief.”
BCCI secretary Devajit Saikia added, “We are delighted to welcome Asian Paints as the Official Colour Partner of India Cricket. Asian Paints’ legacy of adding colour and emotion to people’s lives perfectly complements the spirit of Indian cricket. Together, we look forward to creating memorable experiences for fans across the country.”
