National boards turn up the volume on branding, health, and heritage in cricket sponsorships
From anthem launches and athlete wellness to grassroots-driven kit campaigns, NGBs across global cricket are activating new partnerships to reinforce fan connection and player care.
ECB renews TGI Sport partnership through 2028
The England and Wales Cricket Board (ECB) has extended its long-standing relationship with TGI Sport in a new multi-year deal through the 2028 season. TGI will continue to provide LED signage production, content creation, and event-day management across England men’s and women’s internationals, domestic finals, and The Hundred.
“We value their unrivalled experience and technical expertise, along with their proven commitment to the ECB and our partners,” said Tony Singh, ECB Chief Commercial Officer.
TGI, which worked across 215 days of cricket in 10 countries in 2024, remains a key infrastructure and content partner for English cricket.
Elephant House becomes Sri Lanka Cricket’s official carbonated beverage partner
Sri Lanka Cricket (SLC) has signed a multi-year deal with Elephant House, making the legacy FMCG brand its Official Carbonated Beverage Partner through March 2027. The agreement gives Elephant House exclusive pouring and sales rights across all SLC-hosted international matches, plus signage, digital integrations, and fan campaigns.
“This sponsorship is not just about visibility, it’s about passion, pride, and bringing fans closer to the moments that matter,” said Daminda Gamlath, President of John Keells Consumer Foods.
The deal reinforces Elephant House’s grassroots cricket investments and deepens its emotional tie to Sri Lankan fandom.
CWI partners with Soca artist Mical Teja to launch ‘Full Ah Energy’ anthem
Cricket West Indies (CWI) has launched a high-energy campaign anchored by the new team anthem “Full Ah Energy”, a rework of Mical Teja’s Carnival 2025 hit. The anthem will run across stadium entertainment, social media, and fan campaigns during the men’s and women’s home series against South Africa, Australia, and Pakistan.
“It reflects who we are as a people—dynamic, fearless, and full of spirit,” said Lynford Inverary, COO of CWI.
Mical Teja added: “Full Ah Energy is more than a song—it’s a movement and a message: our energy is infectious, and on the field, our cricket is a reflection of that.”
The campaign will also include school outreach to engage young fans through the intersection of cricket and Caribbean culture.
CSA partners with ISDIN for player sun care and well-being
Cricket South Africa (CSA) has announced a new partnership with ISDIN, a global dermatology brand represented locally by Glenmark Pharmaceuticals, as the official sunscreen partner to the Proteas men’s and women’s teams.
“Player well-being is one of CSA’s top priorities, and ISDIN ensures that our cricketers are protected—whether competing at home or abroad,” said Pholetsi Moseki, CEO of CSA.
The deal includes access to dermatologists, premium sun care for all players, and visibility for ISDIN’s skincare innovation platform.
ECB debuts new England kits with Toyota and bold Flintoff-led campaign
The ECB unveiled its new England cricket kits in a cinematic campaign featuring Andrew Flintoff, marking Toyota’s debut as main shirt sponsor. Produced by The Multiple Agency, the campaign spotlights the national shirt as a symbol of unity and belonging, blending elite athlete visuals with scenes of grassroots play.
“There’s nothing quite like putting on the England shirt… it unites and belongs to everyone who loves the game,” said Matt Farnworth, Head of Creative Strategy at The Multiple Agency.
The video marks another public milestone for Flintoff, following his recovery journey and recent documentary. With Toyota stepping in, the campaign signals a new commercial chapter rooted in heritage, inclusivity, and modern fan connection.
Premium partners step up in MLC 2025 with Lexus and Arrcus leading the charge
Major League Cricket secures a luxury automotive renewal and a Bay Area tech partnership as the league expands its national and regional commercial base.
Lexus extends as MLC Automotive Partner through 2026
Lexus has renewed its role as Official Automotive Partner of Cognizant Major League Cricket, extending the relationship through the 2025 and 2026 seasons. Originally joining MLC in 2024, the luxury brand will continue its integration across on-field signage, broadcast content, fan communications, and digital platforms, along with activations at three games this season.
“Cricket’s popularity is rapidly growing in the U.S., and we’re excited to help bring this dynamic sport to even more fans,” said Lisa McQueen, Head of Lexus Advertising & Media.
MLC CEO Johnny Grave added: “Having a leading brand like Lexus as our Automotive Partner showcases the excitement and enthusiasm for cricket here in the US.”
The partnership underscores Lexus’ alignment with MLC values of excellence, performance, and innovation, as the league expands to Oakland, Grand Prairie, and Broward in 2025.
Arrcus joins San Francisco Unicorns as Premium Partner
Bay Area-based networking software company Arrcus has joined the San Francisco Unicorns as a Premium Partner for the 2025 season. The deal includes jersey sleeve placement, training kit branding, and stadium advertising, as well as national broadcast exposure when the Unicorns host matches at the Oakland Coliseum.
“We’re excited to partner with the Unicorns and help fuel the energy of cricket across the US,” said Shekar Ayyar, Chairman and CEO of Arrcus.
Unicorns CEO David White noted: “We’ve embarked on a mission to collaborate with leading local companies from the Bay Area… Arrcus is a perfect fit.”
This partnership reflects a community-first approach by the Unicorns, as they strengthen ties with Silicon Valley while building a sustainable cricketing presence in the Bay Area.
IPL: InCred launches ‘Ask InCred’ campaign with Shreyas Iyer to drive financial literacy
InCred has launched a new content-led campaign called ‘Ask InCred’, fronted by Punjab Kings captain Shreyas Iyer, to educate India’s youth on financial topics through videos and podcasts.
The platform will feature expert-driven content on credit education, financial planning, investing, and career paths in finance — aiming to position InCred as a knowledge-first brand for first-time borrowers and young professionals.
“With this campaign, we’re focused on earning trust every day. And who better to represent us than Shreyas — a symbol of confidence, consistency, and connect,” said Bhupinder Singh, Founder & Group CEO, InCred.
Radhika Zingade, Head of Marketing, added:
“Educational videos have become a preferred medium for financial literacy — especially among first-time earners. ‘Ask InCred’ is just the beginning.”
The campaign film, conceptualized by Irani Movietone, anchors InCred’s ambition to become a go-to financial guide for India’s next generation.
County Cricket: Lancashire Cricket signs CleanEvent in major venue operations deal
Lancashire Cricket has signed a three-year commercial partnership with CleanEvent Services Ltd, naming the company its Official Cleaning Supplier and Partner for Emirates Old Trafford.
The deal consolidates all stadium, hotel, and event space cleaning into a single provider for the first time — covering the 250-room Hilton Garden Inn, in-bowl cricket areas, and year-round conference facilities.
“This agreement consolidates three delivery models into one — driving efficiency, innovation, and consistency,” said Daniel Gidney, CEO of Lancashire Cricket. “We believe it’s one of the biggest deals of its kind in the UK leisure industry.”
CleanEvent will also receive branding across the venue, including concourses, digital assets, and sponsorship of a Vitality Blast double header.
“We’re committed to ensuring the venue is presented at its absolute best,” added Tomas Gronager, CEO of CleanEvent Services.
The partnership reflects Emirates Old Trafford’s growing stature as a multifunctional global venue, and CleanEvent’s long-standing experience supporting major sporting and entertainment properties.
Endorsements: Cowgills backs Lancashire’s Josh Bohannon in continued player sponsorship
North West accountancy firm Cowgills has announced its official sponsorship of England Lions and Lancashire County Cricket Club batter Josh Bohannon, continuing a relationship first established by NRB, a Wigan practice recently acquired by Cowgills.
Bohannon, a standout performer for Lancashire and a recent England Lions representative, is also preparing for life after cricket — currently self-funding his studies toward a potential future in finance.
“Josh is not only an incredible athlete, but a dedicated individual planning ahead for life beyond cricket,” said Scott Lees, Partner at Cowgills. “He might be sat opposite me one day, crunching the numbers!”
The sponsorship reinforces Cowgills’ focus on community engagement and supporting local talent, as it expands regionally under the Sumer Group banner.
