The latest wave of deals across the cricket ecosystem highlights the IPL’s continued commercial dominance, the steady rise of emerging franchise leagues, and a surge in athlete-led endorsements. From sustainability-driven team partnerships and Caribbean league expansion to premium brands and challenger companies leveraging star cricketers, this edition underscores how cricket remains a powerful platform for scale, storytelling and strategic brand alignment.
IPL: Sustainability partnerships and star-powered campaigns take centre stage
The IPL 2026 commercial landscape continues to blend purpose-driven partnerships with high-impact brand storytelling, as franchises align with emerging sectors and brands leverage cricket’s scale through player-led campaigns.
Punjab Kings partner with Zelio E-Mobility
Zelio E-Mobility has signed with Punjab Kings as the franchise’s Official EV Partner for the IPL 2026 season.
Kunal Arya, Managing Director, Zelio E-Mobility, said, “Cricket continues to be one of the most powerful platforms to connect with audiences across India. Our association with Punjab Kings allows us to engage with a wide consumer base while strengthening Zelio’s brand presence in a culturally relevant environment. As we scale our operations, such partnerships play a role in aligning visibility with growth momentum.”
Saurabh Arora, Chief Commercial Officer, Punjab Kings, said, “We are delighted to welcome Zelio Electric Scooters as our Official EV Partner for the season. This partnership reflects the growing synergy between sport and sustainable innovation. As a franchise, we are committed to aligning with forward-looking brands that resonate with today’s consumers, and Zelio’s focus on electric mobility and accessibility makes them a strong strategic fit for Punjab Kings. Through this association, we aim to create meaningful fan engagement while contributing to the broader narrative around clean and responsible mobility.”
Birla Opus Paints activates IPL campaign with player collective
Birla Opus Paints has launched its ‘Main Bhi’ IPL 2026 campaign featuring multiple IPL players to promote its product range through tournament-led storytelling.
Inderpreet Singh, Head – Marketing, Birla Opus Paints, said, “IPL is one of India’s biggest cultural unifier, fueled by deep cricket fandom across regions and languages. This year, we set out to reflect that passion on a scale, through a multi-language storytelling approach that brings our best-in-class features to life in a contextually relevant manner. Our partnership with agency partners helped us collaborate with top cricketing talent and create a compelling story that truly represents the spirit and aspirations of a new India in sync with our ethos of ‘Naye Zamane Ka Naya Paint’.”
Sachin Kamble, Chief Creative Officer, Leo South Asia, said, “‘Main Bhi’ is a simple but powerful expression of belief. By bringing together some of the biggest voices from this year’s IPL, we have turned an individual endorsement into a collective voice of validation.”
Other Franchise Leagues: Caribbean growth continues with strategic insurance backing
Franchise cricket expansion in the Caribbean continues to attract regional corporate support, with the Guyana Global Super League strengthening its commercial portfolio ahead of the upcoming season.
NAGICO Insurances partners with Guyana Global Super League
NAGICO Insurances has signed on as an Official Partner of the ExxonMobil Guyana Global Super League (GSL) for its upcoming T20 tournament.
Sir Clive Lloyd, Chairman, Guyana Global Super League, said, “We are delighted to have NAGICO Insurances join the Global Super League family. Their deep-rooted commitment to Caribbean communities and cricket aligns perfectly with the vision of the GSL. Together, we aim to elevate the tournament, inspire the next generation of players, and deliver a world-class experience for fans in Guyana and beyond.”
Kyria Ali, Chief Executive Officer, NAGICO Insurances, said, “At our core, we, NAGICO Insurances, invest in the communities where we operate, we plant our roots where we serve. As we prepare to enter Guyana this year, partnering with the GSL, the country’s premier cricket tournament, is a natural fit, as cricket unites the Caribbean and provides a powerful platform for talent development, showcasing excellence, and entertainment.”
Imran McSood Amjad, Executive Chairman, NAGICO Insurances, said, “As a lifelong cricket enthusiast and of proud Guyanese origin, it brings me great joy to see our company continue its decades-long tradition of supporting cricket by becoming a Partner of the GSL. It is truly our pleasure to support a tournament that represents the very best of Guyanese and Caribbean sport.”
Endorsements: Premium brands and challenger players drive athlete partnerships
Endorsement activity during the IPL 2026 window continues to reflect a mix of challenger brands scaling visibility and premium players leveraging cricket talent to strengthen cultural relevance and product storytelling.
Mobilla appoints Shivam Dube as Brand Ambassador
Mobilla has signed India cricketer Shivam Dube as its Brand Ambassador to support its growth in mobile accessories and power solutions.
Jignesh Shah, Co-Founder, Mobilla, said: “At Mobilla, we have always believed in building products that deliver consistently in moments that matter. Shivam represents that same spirit—focused, dependable, and always ready to perform when it counts. This partnership is not just about visibility; it’s about aligning with a mindset of growth as we take Mobilla to the next level.”
Hetal Shah, Co-Founder, Mobilla, said: “For us, this moment is deeply special. Launching Shivam as the face of Mobilla on April 16th,2026 makes it even more meaningful personally and professionally. As a brand, we are entering a new chapter stronger, sharper, and more ambitious. Shivam’s journey and energy resonate with our vision of ‘Har Pal Ke Liye’ being present and reliable in every moment that matters.”
Shivam Dube, Cricketer, said: “I’m excited to be associated with Mobilla, a brand that stands for reliability and performance. In cricket, just like in life, consistency and trust make all the difference. Mobilla’s approach towards building durable and dependable products aligns with my own values, and I look forward to this journey together.”
Rado signs Smriti Mandhana as Friend of the Brand
Rado has appointed India women’s cricketer Smriti Mandhana as a Friend of the Brand to strengthen its presence in the premium lifestyle segment through cricket.
Smriti Mandhana, Cricketer, said, “Rado continually sets new standards and surpasses all expectations. That’s exactly how I approach cricket – and life in general. Becoming a Friend of the Brand feels like a natural partnership.”
Adrian Bosshard, Chief Executive Officer, Rado, said, “Smriti is a dynamic modern Indian icon. Through her talent, dedication and self-confidence, she has transformed her dreams into reality. Her influence extends far beyond the cricket field, and she stands as a remarkable example to young women everywhere. At Rado, we feel a strong connection to her drive and ambition, and look forward to accompanying her on the next steps of her journey.”
Arshdeep Singh fronts campaigns for Rotoris and Doctor’s Choice
Rotoris and Doctor’s Choice have partnered with India cricketer Arshdeep Singh for IPL 2026 campaigns, positioning him as the face of their respective brand narratives.
Aakash Anand, Founder, Rotoris, said, “We chase the people who live the values we build our timepieces around. Arshdeep Singh has quietly become the gold standard for a franchise, through sheer relentless consistency and the work that stays invisible until the moment it counts. The IPL is the perfect stage for Rotoris. It is where India’s ambition plays out in real time. Arshdeep on that stage, on that wrist, tells exactly the story we want to tell. That India can produce world-class, and that Rotoris is built for those who keep becoming more.”
Ankit Jha, Founder and Chief Marketing Officer, Doctor’s Choice, said, “This is a dual milestone for us, introducing a product that reflects where consumer demand is headed, while bringing on board a personality who embodies consistency and performance. Our focus is on building a category where high-protein, clean-label nutrition becomes an everyday habit.’’
Skechers appoints Suryakumar Yadav as Brand Ambassador
Skechers has signed India T20 captain Suryakumar Yadav as a Brand Ambassador to promote its cricket footwear and apparel range.
Rahul Vira, Chief Executive Officer, Skechers South Asia Pvt Ltd, said, “Suryakumar Yadav embodies the spirit of modern Indian cricket – dynamic, resilient and fearless. After captaining Team India with confidence and clarity to victory at the World Cup this year, he brings the same energy and intent that defines Skechers’ approach to performance and innovation. His journey, driven by movement, adaptability and self-belief, aligns strongly with our roster of elite players like Jasprit Bumrah, as well as our ongoing association as Official Kit Sponsor for the Mumbai Indians. These partnerships illustrate our commitment to cricket by creating footwear that enables every athlete to perform at their best.”
Domestic Cricket: Local partnerships enhance match-day experience
Domestic cricket continues to attract strong regional brand alignment, with partnerships focused on enhancing fan experience and celebrating local identity through match-day activations.
Ambra Spirits partners with South Australian Cricket Association
Ambra Spirits has signed a partnership with the South Australian Cricket Association (SACA), becoming part of the match-day experience across its events and fixtures.
Finn Healy, Managing Director, Ambra Spirits, said: “There is a unique synergy between the craftsmanship of our spirits and the precision of world-class cricket. We are incredibly proud to partner with SACA. Our Limoncello was born from a passion for tradition, and there is no greater South Australian tradition than a day at the cricket.”
Sam Elliot, General Manager Commercial, South Australian Cricket Association, said: “SACA is delighted to welcome Ambra Spirits into our family of partners. Cricket is the jewel in the crown of the South Australian summer, and having a local brand like Ambra involved enhances the premium, festive atmosphere our fans love.”
