Reliance own soft drink brand Campa has got a multi-year deal with the Board of Control for Cricket in India (BCCI) to become one of the official central sponsors for all cricket series play in the country, starting 2024.
Also Board of Control for Cricket in India (BCCI) announce Atomberg Technologies as the official partners for the BCCI Domestic and International Season 2024-2026.
Campa, a legacy brand under the Reliance Consumer Products, will leverage this association to announce an exciting range of products and provide fans with a new-age experience at the stadiums.
While Atomberg is one of India’s fastest growing consumer appliances brands are the pioneers and market leaders in smart fans and have recently venture into smart locks and other home appliances.
This agreement effectively sidelines rivals Coca-Cola and PepsiCo for BCCI matches held in India, as per executives familiar with the matter.
Campa will enjoy exclusive on-stadium presence, pouring rights, and a beverage partnership for all cricket matches play in India during the tenure.
This makes Campa’s first major cricket sponsorship since its relaunch by Reliance over a year ago.
The timing of this event is important as the upcoming summer season is expect to witness a fierce competition between cola manufacturers, following a rain-affected last summer.
This partnership between Campa and the BCCI will encompass all cricket matches held in India, including the under-19 series and women’s series.
This deal highlight that the significance of exclusive cricket sponsorship for brands, considering the wide reach and popularity of cricket in India.
Reliance, which introduce Campa Cricket in September 2023 as a lemon-flavore carbonated drink with a cricket theme, is expect to leverage this partnership with other Campa variants.
Reliance Retail acquire Campa from Pure Drinks group for approx. Rs 22 crore in mid-2022.
Industry executives believe that Campa, with its competitive pricing, the backing of Reliance’s JioMart platform, and collaborations with retail channels, will pose a significant challenge to Coca Cola and Pepsi as it expands its presence for the summer season.
