ECB says no to OnlyFans: Mills’ sponsorship bid denied
England fast bowler Tymal Mills has been denied permission to promote his OnlyFans account on the field during The Hundred, after the England and Wales Cricket Board (ECB) determined the partnership “didn’t align with the brand values” of the family-oriented tournament, according to news.com.au.
Mills, a standout performer for Southern Brave and The Hundred’s all-time leading men’s wicket-taker, had intended to display the OnlyFans logo on the back of his bat. While sponsorship on cricket equipment is routine and typically approved, this proposal was blocked by tournament officials, triggering debate across the sporting world.
Mills defends move: “a closer, more personal look” at cricket life
Responding to the decision, Mills maintained that his content on the platform would be strictly professional and cricket-focused. As quoted by Zee News Media, Mlills said:
“It’s all about sharing my passion in a new way. Subscribers will get a closer, more personal look into life as a professional cricketer—training insights, match prep, and behind-the-scenes moments.
“I did my research, had conversations, and understood how big the company has become. They’re trying to branch into football, surfing, skateboarding—and now cricket.”
In an interview with The UK Telegraph, Mills shared that the collaboration had been under discussion for some time:
“The conversations first started about a year ago, so I read up, held conversations and did my due diligence. I hadn’t quite realised how big the company was.”
“They’re trying to get into football, get Premier League footballers on the platform. They’re doing well with smaller sports like surfing and skateboarding, individual sports.”
“I’m the first cricketer, and they’re trying to get into team sports. It’s ground zero in that regard, and I’m very excited. I want to be brave.”
The Hundred’s brand values vs athlete branding freedom
The ECB’s rejection highlights the balancing act between promoting a family-friendly image and respecting players’ personal branding choices. The Hundred, designed to modernize cricket and appeal to new demographics including children and casual fans, enforces strict commercial guidelines that limit associations deemed controversial or off-brand.
Despite Mills emphasizing his non-explicit, sports-centric content, the public perception of OnlyFans—largely known for its adult content—ultimately led to the ECB’s decision.
This marks a broader trend of governing bodies struggling to keep up with how athletes are monetizing their platforms in the digital age.
Not the first: OnlyFans and sports continue to collide
Mills isn’t alone in this space. Other athletes have also faced friction for their association with OnlyFans. In May 2025, British canoeist Kurts Adams Rozentals was suspended by Paddle UK for his activity on the platform. Conversely, other sports like boxing and motorsport have embraced the model, with athletes wearing OnlyFans-branded gear during competition.
In an interview with Barstool Sports, former UFC star Paige VanZant, a vocal OnlyFans success story, shared how transformative the platform has been for her financially:
“OnlyFans has definitely been my largest source of income, I would say combined, in my fighting career.”
“I think I’ve made more money in 24 hours on OnlyFans than I did in my entire fighting career combined.”
These stories highlight how athletes are leveraging fan engagement platforms for income and connection—at times more successfully than through their core careers.
Strong start to The Hundred despite branding setback
Despite the denied sponsorship, Millns has made headlines for all the right reasons on the field. He starred in Southern Brave’s thrilling opener, taking 3 for 22 and contributing a vital six runs in a one-wicket victory over Manchester Originals.
His performance reaffirmed his value to the squad and to the tournament as a whole—even without the OnlyFans logo.
The future of athlete sponsorship in cricket
The ECB’s stance sets a precedent as cricket confronts modern questions of branding and player autonomy. As more athletes explore direct-to-fan platforms, governing bodies may need to adapt their guidelines or risk alienating stars seeking innovative income streams in the era of digital fandom.
Mills, meanwhile, continues to post on OnlyFans, now without in-game promotion—but with plenty of eyes still watching, on and off the pitch.
