From Google’s Gemini backing the IPL to Amul doubling down on the Women’s Premier League and Jasprit Bumrah speeding into the world of hair colour endorsements, this week’s edition of the Global Sponsorship Roundup captures the commercial energy reshaping cricket. As national boards lock in strategic partnerships ahead of the ICC Men’s T20 World Cup 2026—and as Cricket Canada teams up with halal food brand Mina to deepen community ties—the global stage has never been more commercially vibrant or culturally relevant. Meanwhile, top-tier franchises across the WPL continue to attract purpose-led brands from dairy to diamonds, reinforcing cricket’s expanding influence across sectors and societies.
IPL 2026: AI Money Powers In As Gemini Signs ₹270 Cr Deal
Gemini signs ₹270 Cr sponsorship deal with BCCI for IPL 2026
The BCCI has landed a major three-year sponsorship agreement with Google’s AI platform Gemini, valued at ₹270 crore, ahead of IPL 2026. The deal highlights the rising interest of AI giants in Indian cricket and follows ChatGPT’s recent association with the Women’s Premier League.
“The deal is for three years and reinforces IPL’s global appeal,” a BCCI official told PTI.
WPL 2026: Women’s Teams Attract Major Sponsors Across Sectors
The Women’s Premier League continues its commercial surge in 2026, drawing diverse brands from nutrition, jewellery, travel, tech, and wellness. Franchise sponsorship rosters are expanding fast, with purpose-driven campaigns and fan-facing partnerships becoming central to brand strategies. From dairy giant Amul to luxury brand De Beers, companies are aligning with the WPL not just for visibility but to back the league’s rising influence and cultural relevance.
Amul partners with Delhi Capitals and UP Warriorz
Amul has signed on as an official team partner for both Delhi Capitals and UP Warriorz for WPL 2026, with additional support from its nutrition brand, Amul Protein. The partnerships include digital integrations and fan engagement initiatives across both franchises, focusing on health, strength, and performance.
FREEMANS and Supradyn join Delhi Capitals sponsorship lineup
Delhi Capitals added FREEMANS as associate sponsor and Supradyn as an official partner for WPL 2026. FREEMANS gains exposure through matchday branding and digital assets, while Supradyn will focus on performance-led content and fan engagement initiatives.
PC Jeweller and Nasher Miles partner with UP Warriorz
PC Jeweller has been named principal partner of UP Warriorz, with branding across jerseys and team assets. Nasher Miles joins as official partner, receiving digital and matchday visibility, highlighting growing sponsor interest in women’s cricket.
Harvest Gold becomes Official Breakfast Partner of Delhi Capitals Women
Harvest Gold has partnered with Delhi Capitals Women as their Official Breakfast Partner for WPL 2026.
Sunil Gupta, CEO, Delhi Capitals, said, “We are delighted to welcome Harvest Gold as our Official Breakfast Partner for the 2026 season. With a presence deeply embedded in households across Delhi NCR, much like the Delhi Capitals, this partnership will help create everyday moments that bring fans closer to the team through engaging initiatives and consumer-led activations. We look forward to a unique and exciting journey with them as our Official Breakfast Partner.”
Raj Kanwar Singh, Managing Director, Bimbo Bakeries India, added, “Delhi NCR’s No. 1 bread brand, Harvest Gold, has been nourishing households for many decades with a range of fibre-rich, wholesome breakfast breads and buns designed to fuel an active and healthy lifestyle. The rise of women’s sports, especially women’s cricket in India, reflects the modern Indian woman’s commitment to health and fitness. We are proud to be associated with the Delhi Capitals Women’s team and promote healthy and tasty nourishment & fitness that supports women both on and off the field.”
Himalaya and RCB Women launch ‘Remember Her Face’ campaign
Himalaya Wellness extended its partnership with RCB Women through the emotional and visually powerful campaign ‘Remember Her Face’, spotlighting grassroots talent and future stars of women’s cricket.
Rajesh Krishnamurthy, Business Director, Consumer Products Division, Himalaya Wellness, said, “This is the fourth year of Himalaya’s collaboration with RCB Women’s team marking an important milestone for us. As women’s cricket enters a defining phase in India, we’re proud to back initiatives that empower young girls and create impact beyond the field.”
Ragini Hariharan, Marketing Director, Beauty & Personal Care, Himalaya Wellness, said, “At Himalaya Wellness, we believe confidence is built early through opportunity, encouragement, and belief. The 1derWoman initiative reflects our commitment to nurturing young girls to step forward, by giving them the platforms, visibility, and support they need to pursue their potential.”
Abhishek Ashat, General Manager – Beauty & Face Care, Himalaya Wellness, added, “Remember Her Face is not just a campaign, but a heartfelt continuation of our commitment to nurturing grassroots talent and reshaping how women’s sport is seen and supported. By spotlighting young girls and their journeys, we hope to inspire communities to recognise potential early and champion it collectively.”
Naveen Raman, EVP & Head (South), 82.5 Communications, shared, “‘Remember Her Face’ celebrates the next generation of women cricketers—new faces ready to be seen, celebrated, and remembered. We at 82.5 Communications are proud to shape this for the fourth consecutive year with Himalaya Facecare and RCB.”
De Beers partners with Mumbai Indians Women
De Beers Group partnered with Mumbai Indians Women for WPL 2026, launching a digital campaign around its Natural Diamond Intention Pendant and featuring Harmanpreet Kaur, Amanjot Kaur, and Natalie Sciver-Brunt. The campaign highlights focus, visualisation, and purpose in elite sport, aligning with De Beers’ global “Love From The Universe” platform.
bigbasket renews and expands RCB Women partnership
bigbasket, a TATA enterprise, has renewed its partnership with RCB Women as official quick commerce partner for multiple seasons, placing women’s cricket at the centre of the deal.
Hari Menon, Co-founder & CEO, bigbasket, said, “Our partnership with RCB has grown meaningfully over the last two years, and extending this journey with a strong focus on the RCB women’s team is something we are particularly proud of. The women’s league represents an exciting new chapter for Indian cricket—one that is bold, inspiring, and driven by exceptional talent. At bigbasket, we see a strong alignment between the fast-paced nature of today’s game and our own promise of speed and convenience. More importantly, this association reflects our commitment to supporting women’s sport and being part of platforms that are shaping the future of Indian athletics.”
Rajesh Menon, COO, Royal Challengers Bengaluru, added, “Women’s cricket in India continues to rise, and RCB is proud to contribute to this progress. Our enduring partnership with bigbasket, rooted in performance, consistency, and a fan-first ethos, remains a meaningful part of this journey as the sport grows stronger each season.”
National Boards: Strategic Sponsorships Build Global Momentum Ahead of T20 World Cup 2026
National cricket boards around the world are securing impactful partnerships ahead of the ICC Men’s T20 World Cup 2026. From snack giants and tech leaders to global brokers and cybersecurity firms, these deals reflect the international appeal of cricket and the growing commercial confidence in both men’s and women’s national teams. Here’s a look at the latest sponsorship moves from South Africa to Sri Lanka, the UAE, the Netherlands, and beyond.
Nestlé BarOne becomes Official Snack Partner of Cricket South Africa
Nestlé BarOne has signed a multi-year deal as the Official Snack Partner of Cricket South Africa, activating around Proteas Men’s and Women’s matches with fan engagement and retail campaigns.
Pholetsi Moseki, CEO, CSA, said:
“We are proud to welcome Nestlé BarOne to the CSA family. Nestlé BarOne is a natural fit for CSA, given its portfolio of trusted brands, its focus on innovation, and its commitment to making quality products accessible.
As an organisation, we value partnerships that support performance, inclusivity and broad participation in sport, and this collaboration reflects our shared focus on energy, resilience and engagement at every level, from grassroots to Proteas.”
Nicole Roos, Market Head, Nestlé East and Southern Africa Region, added:
“Nestlé BarOne’s partnership with the Proteas is built on moments that demand everything; physically, and mentally. ‘Big Bar One Energy’ is about owning those defining moments that change the course of a game, a season, or a career. From split-second reactions to hours of relentless concentration on the field, the Proteas embody the same resilience and determination that sit at the core of Nestlé BarOne.
This is more than just a partnership; we see it as a long-term commitment. A commitment to the ‘Big Bar One Energy’, high performance and to the power of sport to unite people across backgrounds and generations. Nestlé BarOne is honoured to stand by the Proteas as they continue to represent our country with pride.”
STARTRADER renews partnership with UAE Men’s Team for ICC T20 World Cup
STARTRADER, a global broker, has renewed its sponsorship of the UAE Men’s National Cricket Team for the 2026 ICC Men’s T20 World Cup. The brand will feature on the team’s official jerseys during the tournament.
Peter Karsten, CEO, STARTRADER, said:
“We have sponsored the UAE National Cricket Team during last year’s Asia Cup staged in the UAE but this time we are going bigger. We know that cricket has a way of reminding us what commitment, trust, and growth can achieve. Continuing this partnership reflects our belief in long-term support for communities and in the human spirit driving both the game and the markets.”
Subhan Ahmad, COO, Emirates Cricket Board, added:
“We are delighted to welcome STARTRADER as our Official Partner for UAE Men’s National Cricket Team for the upcoming ICC Men’s T20 World Cup 2026. We look forward to a mutually beneficial partnership which will help in the growth of the game in the UAE. Our partnership with STARTRADER goes beyond sport, reflecting shared values of discipline, focus, and resilience. The partnership is fully aligned with the Emirates Cricket Board’s vision for our team as they continue to showcase their talent at the world level with impressive performances.”
Tachyon Security named Associate Sponsor of Dutch Women’s Cricket
Tachyon Security has renewed its support for Netherlands Women’s Cricket, following its sponsorship of the Dutch Women’s Super League in 2023.
Michael Connelly, Tachyon Security, said:
“We are delighted to support Netherlands Women’s Cricket as it aligns perfectly with our vision for the advancement of international women’s cricket. The Netherlands Women’s team’s journey—regaining ODI status in 2022—continues to demonstrate enormous ambition, talent, and a relentless focus on improvement. These are qualities we at Tachyon Security recognize and respect, and we are proud to support the team as they pursue their next milestone.”
Lucas Hendrikse, CEO, KNCB, said:
“We are delighted to have Tachyon Security as an associate sponsor of Dutch women’s cricket. Their valued support will help us further develop women’s cricket in the Netherlands.”
IFS becomes Official Team Sponsor of Sri Lanka for ICC Men’s T20 World Cup
IFS, a global leader in industrial AI software and Sri Lanka’s largest tech employer, has signed on as the Official Team Sponsor of Sri Lanka Cricket for the ICC Men’s T20 World Cup 2026.
Oliver Pilgerstorfer, CMO, IFS, said:
“The ICC Men’s T20 World Cup represents cricket at its most dynamic and exciting, and we’re honored to stand behind Sri Lanka as they compete on home soil. This partnership reflects our deep roots and long history in Sri Lanka and our commitment to supporting the nation’s growth. As the largest technology employer in the country, we see this as an opportunity to celebrate Sri Lankan talent, both on the cricket field and in the technology sector where our teams are delivering industrial AI solutions to the world’s most progressive businesses.”
Ranil Rajapakse, President, IFS Sri Lanka, said:
“Sri Lanka has been instrumental to IFS’s global success for over 28 years, and supporting our national cricket team is a natural extension of our commitment to this country. This activation is about being part of Sri Lanka’s journey and we’re excited to see the IFS brand alongside our cricketers as they take on the world’s best.”
Ashley De Silva, CEO, Sri Lanka Cricket, said:
“We warmly welcome IFS on board as our team sponsor for the upcoming T20 World Cup. As a globally recognized technology firm, their partnership comes at a most opportune time, with cricket set to be the main focus during the month-long World Cup across the cricketing world”
EMboost becomes travel partner of Dutch Cricket for T20 World Cup 2026
EMboost has been named the official travel partner of the Royal Dutch Cricket Association (KNCB) for the ICC Men’s T20 World Cup 2026, supporting the team’s campaign across Sri Lanka and India.
Mina partners with Cricket Canada to support community-focused cricket growth
Mina, a halal chicken brand from Maple Leaf Foods, has been announced as an official partner of Cricket Canada, aiming to support cricket’s growth through community initiatives and cultural engagement.
Amjad Bajwa, President of Cricket Canada, said:
“Cricket is growing quickly across the country, and partnerships like this help us continue building meaningful pathways for athletes while expanding the sport’s reach in communities nationwide. We’re excited to welcome Mina and Maple Leaf Foods to the Cricket Canada family and look forward to creating memorable experiences for fans and participants.”
D’Arcy Finley, Vice President, Brand and Marketing at Maple Leaf Foods, said:
“Cricket is more than a sport; it’s a way communities connect. With Mina, a Zabeeha by Hand, HMA-certified halal brand, we’re showing up where that connection is strongest. We’re proud to stand with Cricket Canada and create moments that bring families and fans together across the country. As cricket’s momentum builds nationwide, Mina is honoured to be on the pitch with Cricket Canada.”
Rahul Srinivasan, CEO of Boundaries North, added:
“This partnership reflects the momentum behind cricket in Canada and the unique opportunity to engage communities in authentic ways. Mina and Cricket Canada share a community-first spirit, and we’re excited to support this collaboration through meaningful activations and storytelling that help grow the sport nationwide.”
Endorsements: Jasprit Bumrah Leads Streax’s Super-Fast Grooming Push
The Indian fast bowling ace is now fronting a high-impact consumer campaign, extending his off-field influence into the grooming category.
Jasprit Bumrah named brand ambassador for Streax Shampoo Hair Colour
Jasprit Bumrah has been announced as the brand ambassador for Streax Shampoo Hair Colour in a new national campaign titled ‘Main Fast, Streax Super-Fast’, highlighting the product’s five-minute grey coverage and ease-of-use.
Priyancka Puri, Sr VP Marketing, Hygienic Research Institute, said:
“Jasprit Bumrah is the perfect fit for Streax – he embodies precision, performance, and passion, the same qualities that define our brand. Our campaign ‘Main Fast, Streax Super-Fast’ reflects what we truly believe in: innovation that’s quick, reliable, and effective for today’s fast-paced consumer. South India is a very strategic market for us, and with Streax Shampoo Hair Colour priced at just Rs 10, we want to make this innovative, shampoo-format hair colour even more accessible to households across the region.”Jasprit Bumrah added:
“Consistency defines everything I do — whether it’s my game or the way I present myself. Partnering with Streax felt natural because their Shampoo Hair Colour stands for exactly what I value: speed, confidence, and results you can trust. Main fast, Streax super-fast is definitely a vibe and sentiment that I connect with.”
