The Board of Control for Cricket in India (BCCI) has welcomed Asian Paints aboard as its new ‘Official Colour Partner’ through a comprehensive three-year agreement. This strategic partnership extends to all home series and tournaments, covering an impressive 110 matches, including international engagements for both men’s and women’s cricket teams, and all domestic league games. The deal is estimated to be worth approximately INR 45 crore, marking a substantial commitment from Asian Paints. The company now stands alongside other key sponsors such as Campa, SBI, IDFC Bank, and Atomberg, and follows the recent appointment of Apollo Tyres as the principal jersey sponsor. This collaboration highlights the synergistic potential between the universally loved sport of cricket and a brand deeply rooted in enhancing living spaces through color. Asian Paints plans to enrich the fan experience with unique initiatives. Plans include the ‘Colour Cam’ to celebrate colorful fans and the ‘Colour Countdown’ segment, designed to bridge the excitement of cricket with contemporary home decor and color trends. This partnership is set to add a unique visual and emotional dimension to Indian cricket.
