Campa, a soft drink brand owned by Reliance Consumer Products, has successfully inked a multi-year agreement with the Board of Control for Cricket in India (BCCI) to serve as an official central sponsor for all cricket series held in the country, starting this year.
According to executives familiar with the matter, this agreement effectively sidelines competitors Coca-Cola and PepsiCo for BCCI matches conducted in India.
As per the agreement, Campa will have exclusive on-stadium visibility, pouring rights, and a beverage partnership for all cricket matches held in India throughout the agreed-upon period. This represents Campa’s first significant cricket sponsorship since its relaunch by Reliance just over a year ago.
The timing of this collaboration is crucial, given the anticipation of intense competition among cola manufacturers during the upcoming summer season, especially after the disruptions caused by rain in the previous summer.
The partnership between Campa and the BCCI will cover all cricket matches held in India, including the under-19 series and women’s series, as confirmed by one of the executives.
Nevertheless, the financial specifics of the sponsorship remain undisclosed. A formal announcement from the BCCI regarding this partnership is expected in the coming days.
The executive emphasized the importance of exclusive cricket sponsorship for brands, given the extensive reach and popularity of cricket in India.
Reliance, the company that launched Campa Cricket in September of last year as a lemon-flavored carbonated drink with a cricket theme, is anticipated to extensively capitalize on this partnership, along with other variants of Campa.
As of the current moment, there has been no response from Reliance Consumer Products, the Fast-Moving Consumer Goods (FMCG) division of Reliance Retail Ventures, regarding our request for comment.
Reliance’s Campa: A Strategic Player in Beverage Market
Reliance Retail’s acquisition of Campa from the Pure Drinks group for an estimated sum of INR 22 crore in mid-2022 has set the stage for a formidable player in the beverage market. With competitive pricing, the backing of Reliance’s JioMart platform, and strategic collaborations with retail channels, Campa is poised to present a significant challenge to industry giants Coke and Pepsi as it expands its nationwide presence for the approaching summer season.
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