In this edition of Cricexec’s Global Sponsorship Roundup, we track a week where major leagues and star players turned up the heat on brand engagement. SA20 renewed its powerful pan-African alliance with Absa, the Asia Cup 2025 exploded with a dazzling mix of global sponsors—from cement giants to luxury real estate—and top cricketers like Mohammed Siraj, Ravindra Jadeja, and Dwayne Bravo inked major personal endorsements and ambassador roles. With commercial momentum building ahead of the global cricket calendar’s busiest stretch, this week showcased how brands are sprinting to align with the game’s growing reach, regional influence, and star power.
Pan-African Power Play: SA20 Extends Fan-Focused Partnership with Absa
SA20 continues to strengthen its commercial core with the announcement of a multi-year renewal with pan-African banking giant Absa, reaffirming the tournament’s growing stature as a premier sports-entertainment property in the region.
The new deal sees Absa return as the Official Banking Partner of Betway SA20, following a successful debut season in 2024 (Season 3) that featured wide-reaching in-stadium activations and innovative fan rewards. Absa’s three-year extension ensures continued fan-first experiences — a cornerstone of the league’s commercial and community strategy.
“We are proud to announce a new three-year partnership with Absa, a trusted household name in South Africa and across the continent,” said League Commissioner Graeme Smith. “Absa’s values of innovation, entertainment and fan-first inclusivity align strongly with SA20’s vision of being the No.1 sport and entertainment brand in South Africa.”
Fans will once again enjoy signature activations like the “Absa Card Play of the Day,” which offers cardholders the chance to win instant cash at every game — including up to R100,000 per match and R200,000 at the Final. The campaign saw massive engagement in Season 3 and will be further scaled for Season 4.
“This partnership goes beyond just being a sponsor; it’s about creating an elevated experience for the cricket fans and our customers,” said Sydney Mbhele, Absa Group Chief Marketing and Corporate Affairs Officer.
“Our goal as a bank is to connect the sports fanbase and demonstrate the value of our banking solution, all while championing the sport.”
Beyond the matchday activations, Absa will continue its concourse presence, enabling fans to sign up for accounts and receive branded giveaways — blending financial services promotion with interactive cricket entertainment.
Season 4 of SA20 kicks off on 26 December with defending champions MI Cape Town facing Durban’s Super Giants at Newlands, ushering in a festive season of cricket that culminates with the Final on 25 January 2026, also at Newlands.
Asia Cup 2025 and Global Cricket Boards Attract Diverse Sponsor Slate Across Sectors and Markets
The DP World Asia Cup 2025 is shaping up to be a commercial juggernaut, with a wave of new sponsorships that reflect cricket’s ever-expanding appeal across industries—from fragrance and finance to luxury real estate and electronics. Beyond the Asia Cup, national boards like the ECB and Cricket Australia are also deepening partnerships with major consumer brands.
Here’s a full breakdown of the latest deals in the National Boards category:
🇴🇲🇦🇪 Denver Named Official Team Partner of UAE Men’s Team for Asia Cup 2025
India’s fast-growing grooming and fragrance brand Denver has signed on as the Official Team Partner of the UAE Men’s Cricket Team for the upcoming Asia Cup 2025, marking the brand’s most prominent entry yet into international cricket.
“The brand’s reputation for excellence and its gentlemanly spirit aligns with our team’s pursuit of glory at the Asia Cup 2025,” said ECB COO Subhan Ahmad.
Denver’s CEO, Saurabh Gupta, echoed this vision: “This association marks our serious endeavour to perform on the world stage… It is a true reflection of perseverance, dedication, and achievement.”
The partnership also strengthens Denver’s growing presence in the Middle East, leveraging cricket to build brand equity across emerging markets.
🌏 Haier Named Gold Sponsor of Asia Cup 2025
Consumer electronics giant Haier has been announced as a gold sponsor for the Asia Cup 2025, adding another marquee cricket property to its global sports portfolio.
“We aim to forge meaningful connections with India’s new generation of consumers by delivering brand experiences that truly resonate,” said NS Satish, President, Haier Appliances India.
Haier will enjoy prime branding rights across perimeter boards, big screens, and immersive in-stadia activations during the T20-format tournament.
🏗️ Wonder Cement Joins as Global Sponsor of Asia Cup 2025
Indian cement heavyweight Wonder Cement has reportedly signed on as a global sponsor for the Asia Cup 2025. The partnership, while below the title sponsor tier, offers the brand major exposure across broadcast and digital platforms.
This move reflects Wonder Cement’s ongoing foray into sports marketing, aligning with cricket’s mass-market reach and the brand’s strategic ambitions in both India and the Middle East.
🛵💳 Hero MotoCorp and Hero FinCorp Join Asia Cup 2025 Sponsor Roster
In a twin-brand push, Hero MotoCorp and Hero FinCorp have entered the Asia Cup 2025 as global and silver sponsors, respectively. This dual-brand engagement allows for synchronized activation across mobility and finance sectors.
Hero’s move continues its long-standing tradition of using cricket as a brand-building platform, while Hero FinCorp is expected to tap into cricket’s mass appeal to elevate its financial services offering.
🏙️ BEYOND Developments Named Global Sponsor of Asia Cup 2025
BEYOND Developments, a luxury real estate brand under Dubai’s OMNIYAT Group, has been named a global sponsor of the DP World Asia Cup 2025. This strategic partnership represents the firm’s intent to align with global culture and sport to elevate its international brand narrative.
The real estate player joins a diverse sponsor lineup and will gain visibility through multi-platform touchpoints across the tournament.
🧠 Seagram’s Royal Stag Becomes Third Umpire Partner for Asia Cup 2025
Indian beverage brand Royal Stag has partnered with the Asia Cup as the official third umpire partner, securing prime branding during pivotal match moments such as DRS reviews and stumping decisions.
This unique positioning places Royal Stag at the heart of the game’s most consequential and replayed moments—perfectly aligning with the brand’s “Make It Large” ethos and its long-standing presence in cricket marketing.
🇦🇺 Cricket Australia Signs Multi-Year Deal with Chemist Warehouse
In Australia, Cricket Australia has inked a three-year partnership with Chemist Warehouse, which becomes the Official Pharmacy Partner of both the Men’s and Women’s national teams.
“We are proud to champion health and wellness,” said Ed Sanders, CCO of Cricket Australia.
Mario Tascone, Deputy CEO of Chemist Warehouse, added: “This partnership is built on the belief that health and wellness are the foundation of performance.”
With England and India touring Australia this summer, the deal comes at an ideal time for wide-scale fan engagement and consumer promotion.
From Performance to Personality: Cricketers Power New Brand Campaigns and Off-Field Moves
This week in athlete endorsements, India’s top cricketing names continue to blur the lines between performance and personality — securing deals across apparel, fashion, management, and government ambassadorships. These partnerships not only reflect the players’ marketability but also highlight how cricket talent is increasingly central to cross-industry brand narratives.
Here’s a breakdown of the most impactful endorsement and representation moves of the week:
👟 Mohammed Siraj Joins Skechers in Performance-Focused Footwear Deal
Indian pace sensation Mohammed Siraj has signed with global footwear giant Skechers, becoming the newest face of its cricket performance line. Siraj will sport Skechers gear on the field and feature in its integrated marketing campaigns.
“Skechers gives me that confidence, whether I’m bowling my heart out or running in for that crucial spell… I’m excited for what’s ahead,” said Siraj, reflecting on the importance of comfort and focus.
Rahul Vira, CEO of Skechers South Asia, added: “Siraj represents the kind of relentless spirit, resilience, and raw talent that resonates deeply with our brand ethos.”
Siraj joins Skechers’ cricket roster alongside Jasprit Bumrah, Ishan Kishan, and Yastika Bhatia, strengthening the brand’s foothold in India’s elite cricket landscape.
👔 Ravindra Jadeja Named Brand Ambassador for Ariser Menswear
All-rounder Ravindra Jadeja has been signed as the official brand ambassador for Indian fashion label Ariser, which is eyeing growth in the smart-casual menswear space.
“Whether I’m training, travelling, or attending an event, I need clothes that not only look sharp but also feel great… I’m excited to represent a brand that’s redefining everyday fashion,” said Jadeja.
Ariser MD B.R. Aruneashwar praised Jadeja’s rise: “His sharp game sense and effortless confidence make him the perfect face for a brand built on self-belief and performance.”
The campaign will run across TV, digital, outdoor, and retail channels — showcasing Jadeja as both an athlete and a style icon.
🤝 Yuzvendra Chahal Signs with Sports Management Firm LegaXy
Ace leg-spinner Yuzvendra Chahal has joined LegaXy, a fast-growing Indian sports talent management agency, expanding his off-field footprint in brand and media collaborations.
“Signing Chahal represents the kind of long-term partnerships we want to build—where talent is not only managed, but empowered,” said Amitesh Shah, CEO of LegaXy.
Chahal’s signing follows LegaXy’s merger with Tossco and reinforces the company’s ambition to shape athlete legacies. The agency also manages stars like Harbhajan Singh, Bhuvneshwar Kumar, and Umesh Yadav, and now counts Chahal among its most commercially viable assets.
🕺 Dwayne Bravo Appointed Trinidad and Tobago’s Sports Ambassador
Cricket legend Dwayne Bravo has been named a Sports Ambassador by the Trinidad and Tobago Government, recognizing his global contributions to sport, culture, and national pride.
“Mr Bravo has made significant cultural contributions to music and ambassadorship… and will bring many benefits to Trinidad and Tobago in this new role,” said Sport Minister Phillip Watts.
Bravo, a two-time T20 World Cup winner and current coach of the Trinbago Knight Riders, is expected to use his international stature to promote Trinidad and Tobago on the world stage.
