This week’s global cricket sponsorship activity highlights the sport’s continued evolution into a multi-dimensional commercial ecosystem driven by technology and fan-first innovation. In the IPL, AI-powered partnerships and diverse category expansions took centre stage as franchises deepened their commercial ecosystems and engagement strategies. In the PSL, fintech led the way through a title sponsorship focused on enabling seamless, cashless experiences across the tournament. Alongside this, franchises and platforms increasingly leaned into fan engagement and interactive content, reflecting a broader shift towards more integrated, experience-led approaches across cricket’s global commercial landscape.
IPL: Franchises scale partnerships across categories while deepening fan engagement and innovation
IPL franchises continue to expand their commercial ecosystems ahead of the 2026 season, with strong activity across fintech, mobility, AI, lifestyle, and sustainability, alongside a growing focus on fan engagement, digital integration, and purpose-led activations.
Gujarat Titans assemble 37-partner ecosystem for IPL 2026
Gujarat Titans have onboarded 37 partners for IPL 2026, led by Birla Estates as Principal Partner, alongside key associations including Torrent, BKT Tyres, Jio, Astral Pipes, Livpure, Google Pixel, Grew Solar, IGI, and AirAsia.
“We are happy to be associated with a growing number of partners year-on-year who align with the Gujarat Titans ethos and continue to place their trust in us. This shared belief allows us to build deeper, long-term relationships that go beyond visibility, and focus on delivering consistent value both on and off the field.” – Colonel Arvinder Singh, Chief Operating Officer, Gujarat Titans.
Royal Challengers Bengaluru sign The Baker’s Dozen and extend Boldfit partnership
Royal Challengers Bengaluru have signed The Baker’s Dozen as Official Bakery Partner and extended Boldfit as performance partner.
“After RCB’s inspiring win last season, we are delighted to be a part of their journey forward! It is no secret that cricket-watching and snacking go hand-in-hand. So, we want to ensure that fans not only enjoy the excitement on the field, but also a guilt-free snacking experience with our authentic, quality range of products. They can relish sweet indulgences like cookies and cakes or munch on protein chips, rusks, or crackers while cheering for RCB, all without the guilt of unhealthy snacking.” – Aditi Handa, Co-founder & Head Chef, The Baker’s Dozen.
“RCB fans have always been known for their bold energy. But boldness doesn’t stop in the stands; it’s built every day in training. This year, our partnership evolves from support to co-creation, building products with the team, for everyone who chooses to train bolder.” – Pallav Bihani, Founder, Boldfit.
Equitas Small Finance Bank renews with Chennai Super Kings and Gujarat Titans
Equitas Small Finance Bank has renewed as Official Banking Partner of Chennai Super Kings and Gujarat Titans.
“As our home team, CSK helps us deepen our connection in Chennai, while our association with GT strengthens our footprint in Gujarat, a market known for its financial acumen. This year, we continue to highlight our rewarding banking offerings, including high-interest Savings Accounts (6% for balances from ₹5 lakh to ₹50 lakh) and Fixed Deposits with Senior Citizen rates up to 8%. Alongside these, our popular Equitas Express Service brings expert premium banking service right to the customer’s doorstep.” – Vignesh Murali, Chief Marketing Officer and Business Head – Banker on Wheels, Equitas Small Finance Bank.
Google signs as IPL Premier Partner for AI-powered search integration
Google has signed as Premier Partner of the IPL to integrate its Search AI Mode into the fan experience.
“IPL has always been the heartbeat of Indian Cricket, and this collaboration with Google India to integrate AI Mode into Search will fundamentally transform the fan experience. We are thrilled to empower our millions of passionate fans with enriched and conversational insights, deepening their connection to the game they love.” – Devajit Saikia, Secretary, BCCI.
“IPL has always piqued the curiosity of fans everywhere, consistently dominating Google’s ‘Year in Search’ sports trends in India since 2020. Cricket fans are not just passive viewers but are active experts; they are looking for deeper insights and stories that help them celebrate their teams both on and off the pitch. With AI Mode in Search, we’re excited to help fans stay connected to the game’s pulse like never before, continuing our commitment to bringing the best of Google AI to the world’s biggest sporting moments.” – Shekar Khosla, VP Marketing, Google India.
VIDA launches ‘6 for 6’ campaign with Kolkata Knight Riders
VIDA, Title Partner of Kolkata Knight Riders, has launched the ‘6 for 6’ campaign linking on-field sixes to EV charger installations.
“Cricket has an incredible ability to unite and inspire millions across the country. With the ‘6 for 6’ campaign, we are turning every big hit on the field into a step towards a cleaner and a more accessible mobility future. With our growing network of fast chargers and our innovative removable battery technology, VIDA is committed to building an ecosystem that accelerates the adoption of electric mobility across the country, enabling more people to experience the thrill of new-age mobility.” – Kausalya Nandakumar, Chief Business Officer, Emerging Mobility Business Unit, Hero MotoCorp.
“The ‘6 for 6’ campaign exemplifies the potential of sport as a platform for meaningful, real-world impact. At KKR, we are committed to ensuring that our on-field moments carry significance beyond the cricket field as well. By linking every six to the expansion of EV charging infrastructure, this partnership with VIDA transforms fan excitement into tangible progress and reflects our shared commitment to innovation and sustainability for the future.” – Venky Mysore, Chief Executive Officer, Kolkata Knight Riders.
Tommy Hilfiger Travel Gear becomes Official Travel Partner of Lucknow Super Giants
Tommy Hilfiger Travel Gear has partnered with Lucknow Super Giants as Official Travel Accessories Partner.
“Tommy Hilfiger Travel Gear represents a spirit of movement, performance and modern ambition. We are delighted to partner with Lucknow Super Giants for IPL 2026, as this collaboration reflects our shared commitment to resilience and excellence both on and off the field.” – Abhinav Kumar, Chief Executive Officer, Brand Concepts Limited.
Kingfisher Premium Packaged Drinking Water signs with BCCI as Official Good Times Partner
Kingfisher Premium Packaged Drinking Water has partnered with BCCI as Official Good Times Partner for IPL 2026–2028.
“Cricket in India is more than a sport, it is a shared cultural moment, with the IPL bringing that energy alive at scale. For Kingfisher Premium Packaged Drinking Water, being present at the heart of these moments, in partnership with the BCCI, is a natural extension of what we stand for. Through this association, we aim to enrich how fans experience the game, whether in stadiums, fan parks, community screenings or at home by bringing them closer to the action and making every match more immersive, social and memorable.” – Vikram Bahl, Chief Marketing Officer, United Breweries Limited.
“Tata IPL has always been at the forefront of redefining sports entertainment and fan engagement. Our collaboration with Kingfisher Premium Packaged Drinking Water brings together the passion of cricket fans and innovative fan experiences that extend beyond the stadium. Through initiatives that enhance both broadcast and on-ground engagement, this partnership will help create memorable moments for fans across the country who come together each season to celebrate the game.” – Devajit Saikia, Honorary Secretary, BCCI.
Royal Challengers Bengaluru add TallyPrime, Optimum Nutrition, White Gold Money and extend Spitze Modular Kitchen Accessories
Royal Challengers Bengaluru have signed TallyPrime (Official Business Management Platform Partner), Optimum Nutrition (Official Sports Nutrition Partner), White Gold Money (Official Gold Buying Partner), and renewed Spitze Modular Kitchen Accessories as Official Partner.
Sunrisers Hyderabad onboard Uber Bike, AirAsia, City Union Bank, Bisleri, EcoLink and Kuhl
Sunrisers Hyderabad have signed Uber Bike (Official Ride Partner), AirAsia (Official Airline Partner), City Union Bank (Official Banking Partner), Bisleri (Official Hydration Partner), EcoLink (Official Partner), and Kuhl (Principal Sponsor).
Gujarat Titans add Finkeda and Jio as partners
Gujarat Titans have signed Finkeda as Official Partner and Jio as Associate Partner.
Delhi Capitals sign FREEMANS and Kingfisher
Delhi Capitals have partnered with FREEMANS as Official Tools Partner and Kingfisher as Official Good Times Partner.
Kolkata Knight Riders sign Veedol and HDFC Life as partners
Kolkata Knight Riders have signed Veedol and HDFC Life as Official Partners.
Sunrisers Hyderabad add Amul, Big Ant Studios, Navitas Green, Jindal Stainless and 8PM Premium Black Packaged Drinking Water
Sunrisers Hyderabad have signed Amul (Official Partner), Big Ant Studios (Game Partner), Navitas Green (Official Renewable Energy Partner), Jindal Stainless (Official Stainless Partner), and 8PM Premium Black Packaged Drinking Water (Official Celebration Partner).
Livguard becomes Exclusive Power Partner of Punjab Kings
Livguard has partnered with Punjab Kings as Exclusive Power Partner.
“India’s energy future will be defined not only by generation capacity, but by how securely, intelligently, and efficiently energy reaches homes and businesses. At a time when the country is placing growing emphasis on energy efficiency, resilience, and sustainability, this association gives us a powerful platform to take that conversation to a wider audience. At Livguard, we believe the future will be shaped by intelligent, dependable, and future-ready energy solutions that strengthen energy security and support modern lifestyles. IPL is an emotion for the country, and it gives us the scale to bring this message into mainstream focus and reinforce why such solutions are becoming essential for a modern India.” – Rakesh Malhotra, Founder, SAR Group.
“We’re pleased to welcome Livguard as our Exclusive Power Partner for the upcoming season. Their focus on reliability and future-ready energy solutions aligns well with the way we think about building a consistent and resilient team environment. We look forward to working together and creating meaningful engagement for fans over the course of the IPL.” – Satish Menon, Chief Executive Officer, Punjab Kings.
“Partnerships like these are about finding a natural fit, and Livguard’s values integrate seamlessly into our larger ecosystem. Through this collaboration, we aim to build a steady and authentic 6connection with fans while delivering value for the brand at the same time.” – Saurabh Arora, Chief Commercial Officer, Punjab Kings.
Delhi Capitals sign KP Group and CREX in combined deal
Delhi Capitals have signed KP Group as Associate Sponsor and CREX as Official Fan Engagement Partner.
“We are delighted to partner with Delhi Capitals as the Associate Sponsor for IPL 2026. Cricket in India is more than just a sport; it is a platform that brings millions of people together. At KP Group, we are building a future driven by clean and sustainable energy, and this association allows us to connect with a wider audience and showcase our commitment to powering India’s growth responsibly. We look forward to an exciting season with Delhi Capitals and a meaningful partnership ahead.” – Dr Faruk G. Patel, Chairman & Managing Director, KP Group.
“Cricket today is no longer a one-screen experience. Fans want to be involved in every moment of the game. Our partnership with Delhi Capitals is about turning passive viewership into active participation, where every ball, every over, becomes an opportunity to engage. We’re excited to bring this experience to millions of fans during T20 season 2026.” – Purshottam Rawat, Chief Executive Officer, CREX.
“We are delighted to welcome CREX as our Official Fan Engagement Partner for the 2026 season. At Delhi Capitals, our fans are at the heart of everything we do, and this partnership allows us to further deepen that connection. CREX’s innovative, real-time engagement format adds a new interactive layer which will help bring our fans closer to the game and make this season all the more exciting.” – Sunil Gupta, Chief Executive Officer, Delhi Capitals.
Jana Small Finance Bank becomes Official Banking Partner of Royal Challengers Bengaluru
Jana Small Finance Bank has partnered with Royal Challengers Bengaluru as Official Banking Partner.
“We are delighted to partner with Royal Challengers Bengaluru as their Official Banking Partner. Both Jana Small Finance Bank and RCB are proudly headquartered in Bengaluru,and this association reflects our shared connect with the city and its people. RCB’s journey is a strong reflection of resilience, underpinned by immense potential and a steadfast commitment to the highest standards of ethical practices—values that resonate closely with us. We share a belief that perseverance, hard work and teamwork deliver results and that pursuit of excellence never stops. Through this partnership, we look forward to engaging with a wider audience and further strengthening our commitment to excellence while supporting aspirations across India.” – Ajay Kanwal, Managing Director & Chief Executive Officer, Jana Small Finance Bank.
“We are delighted to welcome Jana Small Finance Bank as our Official Banking Partner. As two Bengaluru-rooted brands, this partnership is built on shared values of resilience, integrity and a commitment to excellence. We look forward to creating meaningful engagements for our fans and communities across India.” – Rajesh Menon, Chief Executive Officer, Royal Challengers Bengaluru.
bigbasket renews partnership with Royal Challengers Bengaluru
bigbasket has renewed its partnership with Royal Challengers Bengaluru.
“We are proud partners of RCB for the last three years, and being both a fan in the stands and the official quick commerce partner is exhilarating. At bigbasket, we see ourselves as a reflection of the same spirit, with our focus on speed, trust, and customer delight. We are excited to celebrate Bengaluru’s love for the game in even more meaningful ways.” – Hari Menon, Co-founder & Chief Executive Officer, bigbasket.
International Gemological Institute partners Gujarat Titans as Official Certification Partner
International Gemological Institute has partnered with Gujarat Titans as Official Certification Partner.
“Just as cricket relies on DRS to ensure every decision is accurate and beyond doubt, IGI brings that same standard of independent review to every diamond it certifies. The 4Cs: Cut, Clarity, Carat, and Color, form the foundation of our work, enabling transparency and trust. Gujarat Titans reflect the same discipline, consistency and pursuit of excellence that sit at the core of IGI. Through this partnership, we intend to reach a wider audience and reinforce the importance of informed, confident decision-making in diamond and precious gemstone purchases.” – Tehmasp Printer, Global Chief Executive Officer, IGI.
“We are very happy to partner with the International Gemological Institute. Gujarat has always been closely linked with craftsmanship, precision and a strong legacy of excellence, and this association reflects a shared commitment to these values. At Gujarat Titans, we look to collaborate with partners who stand for trust, integrity and consistency in their domain. For Gujarat Titans, this partnership further strengthens our endeavour to align with like-minded organizations as we continue to build a purpose-driven and high-performance ecosystem around the team.” – Colonel Arvinder Singh, Chief Operating Officer, Gujarat Titans.
PSL: New franchises and fintech drive fan-first innovation in Pakistan’s sponsorship landscape
PSL 11 sees continued momentum in fintech-led partnerships, with brands leveraging new franchises and digital ecosystems to enhance fan experience, payments, and nationwide engagement.
JazzCash becomes Title Sponsor of Pindiz for PSL 11
JazzCash has signed as Title Sponsor of Pindiz for PSL 11, integrating digital payments across ticketing, in-stadium purchases, and merchant transactions.
“At JazzCash, we are focused on accelerating Pakistan’s transition towards a cashless economy by embedding digital payments into everyday, high-impact experiences. We are pleased to partner with WALEE Technologies to bring this vision to life within PSL, enabling how money and commerce move around the tournament at scale. With millions of customers and a nationwide merchant network, we are supporting seamless, real-time transactions that make it easier for fans to pay, for merchants to accept, and for businesses to participate.” – Murtaza Ali, Chief Executive Officer, JazzCash.
“Pindiz was created to represent the raw, unfiltered spirit of Pakistan, passionate, resilient, and proud of where it comes from. Partnering with JazzCash as our Title Sponsor is a natural fit because they share that same commitment to empowering everyday Pakistanis. As we build this new chapter for the franchise, we’re excited to work together to bring fans closer to the game and create experiences that celebrate cricket, community, and modern Pakistan.” – Ahsan Tahir, Owner, Pindiz.
Endorsements: Athletes expand influence across talent management and AI-driven media
Cricket continues to drive endorsement momentum beyond traditional brand deals, with emerging stars securing structured representation and iconic players investing in next-generation digital platforms.
JSW Sports signs Niki Prasad to athlete roster
JSW Sports has signed India U19 Women’s World Cup-winning captain Niki Prasad to its athlete management roster.
“Niki represents the new generation of Indian cricketers who combine skill, leadership, and maturity at a very young age. Her journey has already been inspiring, from making a mark in domestic cricket to leading India to a U19 World Cup title. Her composure and ability to inspire those around her at such a young age are qualities which standout. We believe she has immense potential to shape the future of Indian women’s cricket and we are excited to support her as she continues to grow towards greater milestones.” – Himanshu Sharma, Head of Talent and Brand Consulting, JSW Sports.
“I am honoured to join the JSW Sports family. It is a proud moment for me to be part of an organisation that has consistently supported and nurtured athletes across disciplines. Their belief in young talent gives me a lot of confidence as I take the next steps in my career. I am excited to begin my journey with JSW Sports and make the most of the opportunities ahead.” – Niki Prasad.
MS Dhoni invests in Kuku and becomes brand ambassador for Kuku TV
MS Dhoni has invested in AI-led storytelling platform Kuku and joined Kuku TV as Brand Ambassador.
“I chose to invest in Kuku and also come on board as the ambassador for Kuku TV, because the platform really stood out to me. It has built a differentiated entertainment experience for audiences across India, spanning multiple languages and formats. The growth has been impressive, and I connect strongly with the founders, who come from small towns like mine and have built something of this scale. I believe in their vision of building an AI-driven storytelling platform from Bharat, for Bharat, and for the world.” – MS Dhoni.
“MS Dhoni is known for backing bold decisions that others might hesitate to take. At Kuku, we are also taking bold bets. That spirit of unconventional thinking resonates deeply with us.” – Lal Chand Bisu, Co-Founder and Chief Executive Officer, Kuku.
“Our beloved Thala is one of the rare personalities with truly nationwide appeal. As we build Kuku for all of India, that connection makes him a natural fit for us.” – Vinod Kumar Meena, Co-Founder and Chief Operating Officer, Kuku.
“MSD has a unique understanding of people. As we build for both creators and consumers, that perspective will be incredibly valuable, especially as we continue strengthening our AI-driven storytelling stack.” – Vikas Goyal, Co-Founder and Chief Technology Officer, Kuku.
“Kuku’s vision, execution, and clarity of thought are exceptional, qualities that closely mirror MS Dhoni’s approach. We are excited to partner with the team as they build Kuku into a global entertainment platform.” – Nikhil Bhandarkar, Managing Director, Panthera Peak Capital.
