NEW DELHI: Reliance Consumer Products-owned soft drink brand Campa has secured 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 played in the country, starting this year, according to a report by The Economics Times.
This agreement effectively sidelines rivals Coca-Cola and PepsiCo for BCCI matches held in India, according to executives familiar with the matter.
Under the deal, Campa will enjoy exclusive on-stadium presence, pouring rights, and a beverage partnership for all cricket matches played in India during the agreed tenure. This marks Campa's first major cricket sponsorship since its relaunch by Reliance over a year ago.
The timing of this partnership is crucial, as the upcoming summer season is expected to witness a fierce competition between cola manufacturers, following a rain-affected last summer.
The association between Campa and the BCCI will encompass all cricket matches held in India, including the under-19 series and women's series, as confirmed by one of the executives.
However, the financial details of the sponsorship have not been disclosed. A formal announcement from the BCCI regarding this partnership is anticipated in the coming days.
The executive highlighted the significance of exclusive cricket sponsorship for brands, considering the wide reach and popularity of cricket in India.
Reliance, which introduced Campa Cricket in September last year as a lemon-flavored carbonated drink with a cricket theme, is expected to heavily leverage this partnership along with other Campa variants.
At the time of writing, Reliance Consumer Products, the FMCG arm of Reliance Retail Ventures, did not respond to our request for comment.
Reliance Retail acquired Campa from Pure Drinks group for an estimated sum of 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 Coke and Pepsi as it expands its presence nationwide for the summer season.
(With inputs from ET)
