Commercial activity remained strong across the global cricket landscape this week, with new sponsorships, media rights agreements and strategic partnerships spanning international cricket, franchise leagues and domestic competitions. Highlights included Monzo becoming the Official Banking Partner of The Hundred, Cricket South Africa expanding its relationship with Dafabet through the Proteas’ home international season, and Major League Cricket strengthening its commercial portfolio with UST’s renewed commitment to the Seattle Orcas and the addition of MVPz as a central sponsor. Grassroots initiatives, women’s cricket partnerships and player endorsements also underlined the breadth of investment flowing into the sport across multiple markets.
MLC: Sponsorship renewals and new central partnerships strengthen league’s commercial growth
Major League Cricket continued to build its commercial portfolio with the renewal of a long-term franchise partnership and the addition of a new central sponsor, reflecting growing brand confidence in the league’s expansion in the United States.
UST extends Seattle Orcas principal partnership
UST has extended its Principal Partnership with the Seattle Orcas for the 2026 and 2027 Major League Cricket seasons. The agreement includes branding on player kits, in-stadium advertising, client experiences and marketing campaigns, while also supporting fan engagement, youth cricket and women’s cricket initiatives.
“We are proud to continue our partnership with the Seattle Orcas and to support a franchise that shares our commitment to excellence, inclusion, and creating a positive community impact. The on-field success of this team and the increasing profile of MLC represent an exciting moment for fans of this global sport in the United States and beyond,” Leslie Schultz, Chief Marketing Officer, UST.
“UST has been an important partner in our mission to grow cricket not just here in Seattle but in the United States. As we enter the 2026 Major League Cricket season, we are excited to continue expanding on this successful partnership. The support of our partners makes what we do on the field possible, and I want to thank UST for their support of our team as we collaborate to create meaningful experiences for our fans, our city, and the next generation of players,” Sean Cary, Chief Executive Officer, Seattle Orcas.
MVPz becomes central sponsor of Major League Cricket
MVPz has been announced as a new central sponsor of Major League Cricket, strengthening the league’s commercial partner portfolio ahead of the 2026 season.
“Excited to share a major milestone! 🚀
As a sports agent, there is nothing quite like the thrill of locking in a game-changing partnership—especially when you manage to cross the finish line in record time.
I am incredibly proud to have officially closed MVPz as a central sponsor for Major League Cricket (MLC)! 🏏✨
A massive deal like this doesn’t happen in a vacuum. A huge shoutout to Vinod Naidu for his invaluable strategic insights, and to Mvpz.io founder Vamsi Nagavarapu for the relentless hard work and vision that truly got this deal through the finish line.
The momentum behind cricket in the US is undeniable, and bringing these two dynamic brands together is going to unlock incredible things for the sport. Looking forward to an amazing season ahead!”
Pavan Kumar Kuricheti, NuStart Sports
PSL: Franchise partnerships continue to drive grassroots cricket development
Lahore Qalandars continued to expand their off-field impact by partnering with a community organisation to strengthen grassroots cricket, with a focus on youth development, talent identification and high-performance training.
Lahore Qalandars partner with Muslim Hands Pakistan
Muslim Hands Pakistan has partnered with Lahore Qalandars to jointly operate the Muslim Hands Qalandars High Performance Centre in Wazirabad. The partnership will support grassroots cricket through talent identification, structured coaching, mentorship and player development opportunities for aspiring cricketers across Pakistan.
Other Franchise Leagues: Commercial expansion and new brand partnerships drive growth
Franchise cricket continued to attract commercial momentum beyond the established leagues, with rights holders expanding into new markets and competitions securing new sponsorship agreements to strengthen fan engagement and commercial reach.
IPG Group expands global cricket league portfolio
IPG Group continues to expand its commercial footprint across franchise cricket through its management of the Lanka Premier League and the development of the Malaysia T20 League and Zimbabwe T20 League. The company also strengthened its growth strategy through a partnership with Flash Sports & Media, supporting the expansion of its commercial rights, media and league operations.
“Our vision is to build globally recognised sports properties that create long-term value for players, fans, investors, broadcasters and governing bodies. We are focused on expanding cricket into new markets while leveraging technology, media and strategic partnerships to create the next generation of sports entertainment businesses,” Anil Mohan Sankhdhar, Founder and Chief Executive Officer, IPG Group.
The Hundred names Monzo as official banking partner
Monzo has been named the Official Banking Partner of The Hundred. The partnership includes DRS branding during match broadcasts, in-venue branding across all eight venues, fan engagement activations and presenting rights for The Hundred Player Auction from next season.
“We’re excited to become the Official Banking Partner of The Hundred for the start of the competition’s new era. Monzo is proud to feature alongside the world’s leading cricketers and to join the competition’s broad and passionate fanbase. We can’t wait to introduce the magic of Monzo to the heart of The Hundred,” Charlotte Ford, Senior Director of Brand, Content & Partnerships, Monzo.
“We’re delighted to welcome Monzo to The Hundred, a competition built to throw cricket’s doors open and make the game feel more accessible, inclusive and relevant to more people.”
“Monzo is a brand that has challenged convention in its own sector, with a strong connection to modern, digitally engaged audiences, so there is a natural alignment with The Hundred. We’re excited to work together to bring fresh energy to the matchday experience and help take cricket to new and diverse fans across England and Wales this summer.”
Ben Bradley, Head of Commercial Partnerships, The Hundred.
National Boards: International series sponsorships and broadcast deals strengthen commercial portfolios
National cricket boards continued to grow their commercial ecosystems through new event sponsorships, media rights agreements and brand partnerships, while also expanding fundraising and women’s cricket initiatives.
Dafabet becomes Proteas men’s home summer event partner
Dafabet has been named the event partner for Cricket South Africa’s Proteas Men’s home Test and ODI series against Australia, Bangladesh and England. The agreement expands Dafabet’s existing partnership with Cricket South Africa, having served as an associate partner of the Proteas Men and Women since 2024.
“CSA is proud to partner with Dafabet as the event sponsor for the Proteas Men’s home summer, which promises to be a packed and exciting season of cricket.”
“We value our growing relationship with Dafabet and their ongoing support of South African cricket.”
“Their continued investment in the game reflects a shared commitment to creating meaningful fan experiences and supporting the long-term success of cricket nationwide.”
Pholetsi Moseki, Chief Executive Officer, Cricket South Africa.
“Given we’re already a partner of Cricket South Africa the opportunity to sponsor the Summer Tests and the One Day Internationals was a no-brainer.”
“Our aim is to build on the existing partnership and be part of the growth in the sport within the country.”
“We have no doubt these are going to be some of the most viewed matches over the next five months, with cricket of the very highest level on display. We wish the Proteas the very best of luck.”
John Cruces, Head of Sponsorships, Dafabet.
SPNI secures India’s Ireland tour broadcast rights
Sony Pictures Networks India (SPNI) has acquired the exclusive television and digital media rights for India’s 2026 tour of Ireland. Sony Sports Network and Sony LIV will broadcast the two-match T20I series across television and digital platforms.
“Indian cricket continues to unite and inspire millions of fans, and we are delighted to bring this exciting Ireland tour exclusively to viewers across Sony Sports Network and Sony LIV. This acquisition reinforces our commitment to delivering high-quality cricket content throughout the year and further strengthens our position as a premier destination for live sports. As Team India continues to captivate audiences wherever it plays, we remain focused on bringing fans closer to the game with world-class production, expert coverage, and a seamless viewing experience across platforms,” Rajesh Kaul, Chief Revenue Officer and Business Head – Sports and International, Sony Pictures Networks India.
“We are delighted that SPNI will bring this exciting series into millions of homes across India. When we hosted India Men in 2022, the broadcast became the most-watched sporting event ever staged in Ireland. We hope this year’s series can match or even surpass that success, while showcasing the strength of Irish cricket and the outstanding setting of Stormont in Northern Ireland to a global audience” Sarah Keane, Chief Executive Officer, Cricket Ireland.
Cricket West Indies names BRONX COLORS official cosmetics partner
BRONX COLORS has been named the Official Cosmetics Partner of the West Indies Senior Women’s Team for the ICC Women’s T20 World Cup 2026. The partnership includes branding on the non-leading sleeve of the team’s playing shirts throughout the tournament.
“Cricket West Indies is delighted to welcome BRONX COLORS as an official partner of our Senior Women’s Team during the ICC Women’s T20 World Cup. This partnership represents the growing commercial appeal of women’s cricket and the tremendous value our players continue to create both on and off the field. BRONX COLORS is a brand that celebrates confidence, individuality, and inclusivity, qualities strongly displayed by our women. We look forward to collaborating throughout the tournament and building a relationship that showcases both the personalities of our players and the values shared by the two organisations,” Dario Barthley, Event Manager, Cricket West Indies.
“We are incredibly proud to partner with the West Indies Senior Women’s Team during such an important global moment for women’s cricket. BRONX COLORS is built on the belief that makeup is not about perfection. It is about confidence, identity and self-expression. Today’s beauty consumer is looking for more than coverage; they want quality, performance, value and products that help them express who they are. As colour cosmetics continues to rebound and bold makeup returns in a more intentional, wearable and social-first way, this partnership allows us to celebrate women who embody confidence, individuality and fearless expression both on and off the field. The West Indies Women represent energy, pride, resilience and cultural power — values that sit at the heart of BRONX COLORS,” Tanita Caroline Le Roux, Head of Sales, Development & Communications, BRONX COLORS.
Toyota expands Good for Cricket fundraising initiative with Cricket Ireland
Toyota has expanded its Good for Cricket fundraising initiative with Cricket Ireland, encouraging Northern Ireland cricket clubs to participate in its fundraising programme, with clubs retaining 100% of the funds they raise.
Spinny secures title sponsorship of Ireland-India T20I series
Spinny has been named the title sponsor of the Ireland versus India T20I series, which will be branded as the Spinny Cup. The agreement, facilitated through Cricket Ireland’s partnership with ITW Universe, strengthens Spinny’s cricket sponsorship portfolio while supporting Cricket Ireland’s commercial strategy.
Endorsements: Player partnerships extend beyond cricket into lifestyle branding
Cricketers continued to strengthen their commercial portfolios beyond traditional endorsements, with lifestyle-focused partnerships reflecting brands’ efforts to leverage athletes’ influence beyond the field.
Suryakumar Yadav partners with BluBay
India batter Suryakumar Yadav has partnered with BluBay, a lifestyle destination developed by ORA Land, to promote the #T60Life campaign centred on wellness, balance and personal growth beyond cricket.
“When Surya first spoke about stepping into something bigger, it resonated deeply with the philosophy behind #T60Life. Surya’s journey as an athlete, achiever and inspiration to millions, mirrors the aspirations of today’s generation, who are increasingly seeking balance, wellness and meaningful experiences alongside success,” Unnati Varma, Director, ORA Land by ORA Group.
International tournaments: New fan engagement partnerships expand the Women’s T20 World Cup experience
Commercial innovation around international tournaments continued to evolve, with new partnerships focused on enhancing fan engagement and expanding the reach of women’s cricket through immersive viewing experiences.
JioStar and PVR INOX bring ICC Women’s T20 World Cup to cinemas
JioStar has partnered with PVR INOX to screen selected matches from the ICC Women’s T20 World Cup 2026 in cinemas across India. The partnership will see India’s group-stage matches, both semi-finals and the final shown live at select PVR INOX cinemas, marking the first theatrical screening of live international women’s cricket in India.
“Cricket has an unmatched ability to bring people together, and we are thrilled to partner with JioStar to bring the ICC Women’s T20 World Cup to cinemas for the very first time. From edge-of-the-seat moments to unforgettable match-winning performances, fans across the country will now experience every boundary, wicket, and celebration on the big screen in a truly immersive, stadium-like environment. At PVR INOX, we are committed to creating unforgettable shared entertainment experiences, and this partnership is a celebration of the passion, talent, and growing fandom of women’s cricket, bringing fans together to experience the game like never before,” Gautam Dutta, Chief Executive Officer – Revenue & Operations, PVR INOX Limited.
Domestic: Teams, leagues and associations deepen commercial and community partnerships
Domestic cricket continued to strengthen its commercial ecosystem through new sponsorships, strategic partnerships and long-term league collaborations, with organisations investing in fan engagement, grassroots development and the growth of state-based competitions.
Hampshire Cricket partners with Barnsgate Solutions
Barnsgate Solutions has signed a new multi-year partnership with Hampshire Cricket and Utilita Bowl. The agreement includes pitch-side branding, big-screen advertising during domestic and international matches, and digital content activation across Hampshire Cricket and Utilita Bowl channels.
“We’re delighted to welcome Barnsgate Solutions as a new partner to Utilita Bowl and Hampshire Cricket. This collaboration brings together a dynamic and forward-thinking business with one of the UK’s leading sporting venues. Through a combination of in-bowl visibility and creative content, we’re confident the partnership will deliver strong results for Barnsgate while enhancing our commercial ecosystem,” Rob Paddon, Commercial Director, Utilita Bowl.
“This partnership marks an exciting step for Barnsgate Solutions as we continue to grow our presence and connect with new audiences. The opportunity to align with such a respected venue and internationally recognised sporting platform allows us to showcase our expertise on a much bigger stage. We’re particularly excited about the blend of in-stadium visibility and digital activation, which will enable us to engage both businesses and fans in a meaningful and impactful way,” Chris Piper, Director, Barnsgate Solutions.
WPCA names Rondebosch Golf Club official golf partner
Rondebosch Golf Club has become the Official Golf Partner of the Western Province Cricket Association, covering the professional men’s and women’s teams. The partnership will focus on networking, collaboration and engagement between the two sporting organisations.
“Cricketers have always loved the game of golf, and this partnership with Rondebosch Golf Club creates a unique opportunity for our players, staff and Board to socialise on a different level. This partnership is more than just recreation – it’s a chance to network, build new relationships, collaborate and meet new people. Together, WPCA and Rondebosch Golf Club can achieve the shared objectives of this partnership, strengthening both communities and advancing both sports,” Corrie van Zyl, Chief Executive Officer, Western Province Cricket Association.
“As a club we are extremely excited to welcome WP Cricket on board, as Corrie has alluded to above, golf and cricket have always been two sports that have been closely linked with each other. We look forward to building on that through this exciting mutually beneficial partnership,” Corne Pelser, General Manager, Rondebosch Golf Club.
TCM Sports expands state cricket partnerships
TCM Sports has strengthened its long-term partnerships with several state cricket associations, supporting competitions including the TG20 League, Maharaja Trophy KSCA T20 and Vidarbha Premier League while continuing to manage commercial rights, sponsorship sales and league operations across multiple domestic tournaments.
“Domestic cricket remains the foundation of Indian cricket and continues to play a critical role in identifying and developing talent across the country. Strong domestic T20 tournaments create opportunities not only for players, but also for associations, stakeholders, brands, broadcasters and fans. We remain committed to working alongside state cricket associations to help build sustainable and commercially successful tournaments that contribute to the long-term growth of the game,” Lokesh Sharma, Managing Director, TCM Sports.
Abhee Ventures becomes Shivamogga Yodhas title sponsor
Abhee Ventures has been named the title sponsor of Shivamogga Yodhas for the 2026 Maharaja Trophy KSCA T20 season.
“As a homegrown Bengaluru developer, we are proud to support a team that represents the spirit and sporting talent of Karnataka. Cricket has a unique ability to bring communities together and inspire the next generation. Through this partnership with Shivamogga Yodhas, we look forward to celebrating the passion, resilience, and ambition that define both sport and the communities we serve,” R. Nagaraj Reddy, Founder and Managing Director, Abhee Ventures.
CREDAI Hyderabad joins TG20 League as platinum sponsor
CREDAI Hyderabad has partnered with the inaugural TG20 Cricket League as its Platinum Sponsor. The agreement includes sponsorship of the Super Striker award for every match and the tournament.
“The partnership reflects CREDAI Hyderabad’s commitment towards supporting regional sporting talent and strengthening its connection with young audiences through one of India’s most celebrated sports platforms. We congratulate the Hyderabad Cricket Association for this landmark initiative, which has given Telangana its first official T20 cricket league and created a platform for young talent to shine,” N. Jaideep Reddy, President, CREDAI Hyderabad.
Lions Cricket signs Waltons as official office products partner
Waltons has become the Official Office Products Partner of Lions Cricket under a two-year agreement. The partnership will include matchday activations while supporting Lions Cricket’s community and education initiatives.
“This partnership is built on a shared commitment to making a meaningful difference in the lives of those who need it most. Together, we recognise that access to essential stationery is about far more than just supplies – it is about empowering learners and unlocking opportunities through education, because education remains one of the most powerful tools for change.”
“As a Pride, we set our ambitions off the field just as high as those on it. With the support of purpose-driven partners such as Waltons, we not only have a responsibility to do more for our communities, but a genuine determination to be better every day.”
Jono Leaf-Wright, Chief Executive Officer, Lions Cricket.
“Waltons is incredibly proud to partner with the Lions, one of South Africa’s most prestigious cricket franchises. While both organisations have a rich heritage, what excites us most is our shared commitment to developing talent, supporting communities and investing in success from the grassroots up.”
“This sponsorship closely aligns with our values at Waltons. Whether in sport, education or business, from the classroom to the boardroom, we are passionate about helping South Africans achieve their goals, and we are honoured to support a partner that continues to inspire, develop and unite communities across the country.”
Trevor Girnun, Chief Executive Officer, Waltons.
