Asian Paints Becomes Official Colour Partner of Team India, ₹45 crore deal with BCCI to become the official colour partner of Team India. Covers 110+ matches and introduces fan-centric activations like Colour Cam and Colour Countdown — know all key details.
Asian Paints becomes Team India’s Official Colour Partner — 3-Year BCCI Deal
What’s the news
India’s leading paint and décor brand Asian Paints has signed a three-year deal with the Board of Control for Cricket in India (BCCI), becoming the “Official Colour Partner” of Indian cricket.
The partnership covers more than 110 matches across men’s, women’s and domestic cricket played in India during this period.
Scope of the partnership
Under this deal, Asian Paints will have branding and engagement rights across all home fixtures — international and domestic
The collaboration involves on-ground and digital activations: for example, a “Colour Cam” — meant to spotlight the most colourful fans in stadiums — and a “Colour Countdown” segment that will tie match moments to home décor and colour-design trends.
Brand vision behind the deal
According to Asian Paints’ MD & CEO, the deal aligns with the brand’s long-term mantra of “Har Ghar Kuch Kehta Hai” — the ambition to reach every Indian home. Through cricket — a sport deeply loved across generations — the brand hopes to embed itself in the emotional fabric of millions of households.
Unlike traditional sponsorships that rely on jersey logos or ground advertising, Asian Paints chose “colour” as the core asset — emphasising emotion, design, and home-related storytelling — to make a deeper connect with fans.
Significance for BCCI
For BCCI, this deal broadens its sponsorship portfolio at a time when the board is seeing a boom in commercial partnerships. With this agreement, BCCI adds another marquee brand to its official partners list — joining names like Campa, Atomberg and SBI Life.
The deal reportedly is worth around ₹45 crore — reflecting the growing commercial value of cricket sponsorship beyond jerseys and conventional advertising.
Why This News Matters
Impact on sports-business landscape
This partnership underscores the evolving nature of sports sponsorship in India — moving beyond logos on jerseys and perimeters to immersive brand integrations combining sport, emotion, and lifestyle (home décor in this case). For exam aspirants, this is a relevant illustration of how sports, commerce, and consumer culture intersect.
Reflects growing commercialisation of cricket
The fact that BCCI secured such deals — and with a non-traditional sponsor (a paint brand) — shows that cricket’s commercial appeal continues to expand in newer directions. For students preparing for competitive exams, understanding this helps in topics related to Indian economy, sports management and business trends.
Signals brand-community engagement strategies
The focus on fan-centric activations like “Colour Cam” and “Colour Countdown” reflects modern marketing approaches — integrating live events with digital and experiential marketing. Recognising these strategies is useful for exam topics on current affairs, marketing trends, and business-sports collaborations.
Historical Context
- Sponsorship in Indian cricket has traditionally been driven by jersey deals and ground advertising. Over the past decade, brands from many sectors — from financial services to consumer goods — have invested heavily in cricket to reach mass audiences.
- The continuous growth of television and digital viewership in India has made cricket an attractive medium for marketing and branding. In recent years, the monetization of cricket through media rights, sponsorships, and advertising has turned it into a high-revenue ecosystem.
- With the decline of traditional sponsors in some sectors and the rise of new consumer trends, companies like Asian Paints are now exploring non-canonical sponsorship models — leveraging cricket’s reach to amplify their brand through lifestyle and emotional association rather than mere visibility.
Key Takeaways from This News
| S. No. | Key Takeaway |
|---|---|
| 1 | Asian Paints signed a three-year deal with BCCI to become the Official Colour Partner of Indian cricket. |
| 2 | The partnership covers over 110 matches across men’s, women’s and domestic cricket played in India. |
| 3 | The deal is reportedly worth around ₹45 crore, highlighting cricket’s commercial value. |
| 4 | The brand will use innovative fan engagement activations like “Colour Cam” and “Colour Countdown.” |
| 5 | The move reflects evolving sponsorship strategies — blending sports with lifestyle, emotion and consumer-brand storytelling. |
FAQs
Q1. What does “Official Colour Partner” mean?
It means that Asian Paints will associate its brand colour and décor identity with Indian cricket. Rather than just logo placement on jerseys or perimeter boards, the company will use cricket matches as a medium for experiential and lifestyle-oriented branding (e.g. décor trends, fan engagement).
Q2. How many matches does the deal cover?
The agreement covers over 110 matches — including all men’s, women’s and domestic home series played in India over the next three years.
Q3. Why is Asian Paints partnering with BCCI?
Asian Paints wants to expand its “Har Ghar” (every home) connect. Cricket being widely followed across India offers the brand an opportunity to reach millions of households, blending sports enthusiasm with home-décor emotions.
Q4. What kind of activations will be done under this partnership?
The plan includes on-ground and digital engagements like a “Colour Cam” to spotlight colourful fans, and a “Colour Countdown” segment integrating match moments with home décor and colour-design trends.
Q5. How is this different from regular cricket sponsorships?
Traditional sponsorships mostly involve jersey branding or perimeter ads. This deal, however, emphasises emotional branding and lifestyle integration — making cricket a medium for décor and brand storytelling, going beyond just visibility.
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