This edition of the Global Sponsorship Roundup spans major partnerships across the cricket industry, with the Melbourne Stars securing mycar Tyre & Auto as a major multi-year partner, CPL teams adding new commercial backing, and 15-year-old India star Vaibhav Sooryavanshi building a rapidly growing endorsement portfolio. Elsewhere, Dialog Axiata has taken title sponsorship of the Sri Lanka Cricket Awards, Cricket Ireland has extended its sponsorship analytics partnership with Shikenso, and KragBuzz Sports has expanded its DPL footprint with apparel deals across four franchises.
BBL: Melbourne Stars secure major multi-year partnership with mycar
The Melbourne Stars have strengthened their commercial portfolio ahead of the 2026/27 season, signing mycar Tyre & Auto as a major partner across both their BBL and WBBL teams.
mycar Tyre & Auto becomes major partner of Melbourne Stars
mycar Tyre & Auto has signed a multi-year partnership with the Melbourne Stars, becoming the club’s Official Auto Servicing and Tyre Partner and an Official Major Partner of its BBL and WBBL teams from the 2026/27 season. The brand will feature on playing and training apparel and across match-day, fan engagement and community initiatives, while also serving as presenting partner of the new Melbourne Stars mycar Cup.
“We’re delighted to welcome mycar as Major Partner of the Melbourne Stars for the 2026/27 cricket season and beyond.”
“mycar Tyre & Auto is a trusted national brand with a strong local presence, and this partnership will bring real value across the Stars’ match-day experience, digital channels and community cricket programs.”
“The Melbourne Stars mycar Cup is a particularly exciting part of the partnership, giving community teams another opportunity to be part of the broader cricket pathway and connect with the Melbourne Stars.” – James Rosengarten, General Manager, Melbourne Stars
“At mycar Tyre & Auto, our commitment to our customers extends well beyond tyres and vehicle servicing.”
“We’re passionate about supporting the communities where our customers live, work and play, and partnering with the Melbourne Stars is a fantastic way to do just that.”
“As a trusted Australian brand, we’re excited to support one of the Big Bash League’s most recognised teams while creating memorable experiences for cricket fans across the country through match days, community cricket and the Melbourne Stars mycar Cup.” – Adele Coswello, Chief Customer Officer, mycar Tyre & Auto
CPL: adds commercial backing and expands community impact
The CPL has added new team sponsorships for the 2026 season, with bpTT partnering with Trinbago Knight Riders and 1xBet backing Barbados Tridents, while the league is also working with regional health authorities and non-governmental organisations to provide free health testing for fans.
CPL partners with regional health organisations to offer free fan testing
The Republic Bank CPL will partner with regional health authorities and non-governmental organisations to provide free health testing at all eight host venues this season. Health professionals will offer services including blood pressure and blood glucose testing, BMI assessments, urinalysis and PSA testing, with CPL planning to make the initiative a permanent part of the tournament calendar.
“Non-communicable diseases have touched almost every one of us in some way, whether as patients ourselves or through a loved one.”
“Being a good corporate citizen means using the platform we’ve built for something bigger than the game itself.”
“Early detection is key to combating non-communicable diseases – this programme puts that principle into practice.”
“CPL reaches fans across eight territories every season, and we believe that reach carries a responsibility to give back.”
“Bringing health screening into our stadiums is a simple, practical way to put that responsibility into action.” – Pete Russell, Chief Executive Officer, CPL
bpTT sponsors Trinbago Knight Riders for CPL 2026
bp Trinidad and Tobago (bpTT) has signed on as a sponsor of defending CPL champions Trinbago Knight Riders for the 2026 season, marking the first time the company has undertaken a sponsorship of this nature at a national level.
“bpTT is committed to supporting sport, culture and national pride in T&T. We are honoured to come on board as a sponsor of the Trinbago Knight Riders. TKR’s success is based on dedication and a commitment to excellence – qualities that align to our values at bp. We are looking forward to accompanying TKR on their journey to defend their CPL title.” – David Campbell, President, bp Latin America and the Caribbean
1xBet becomes official partner of Barbados Tridents
1xBet has signed a sponsorship agreement with Barbados Tridents for the 2026 CPL season, becoming an official partner of the franchise. The 1xBet logo will feature on the team’s kit, stadium advertising hoardings, social media and promotional activities.
“The Caribbean Premier League continues to set new popularity records, attracting more than one billion viewers worldwide for two consecutive years. We are delighted to become involved in the CPL as a sponsor of one of its strongest teams, as 1xBet’s main mission is to support the development and promotion of sport worldwide.” – 1xBet Representative
“Our team have won the CPL twice, and last season we fell just short of the final. With the support of our new sponsor, 1xBet, we hope to improve on last year’s result and claim the title for a third time.” – Barbados Tridents Representative
National Boards: SLC adds awards title sponsor as Cricket Ireland extends sponsorship analytics partnership
Sri Lanka Cricket has secured Dialog Axiata as title sponsor of its annual awards, while Cricket Ireland has renewed its partnership with Shikenso for a further three years to strengthen sponsorship measurement across its commercial programme.
Dialog Axiata becomes title sponsor of Sri Lanka Cricket Awards 2025
Dialog Axiata PLC has joined the Sri Lanka Cricket Awards 2025 as Title Sponsor, securing naming rights to the event, which will be held in Colombo on 6 August 2026 and recognise 42 leading performers from international and first-class cricket. The event will be known as the “Dialog Sri Lanka Cricket Awards 2025.”
“We are delighted to stage the annual Sri Lanka Cricket Awards 2025, which serve as a fitting tribute to the exceptional performances of our players during the 2025 season.” – Ashley De Silva, Chief Executive Officer, Sri Lanka Cricket
Cricket Ireland renews Shikenso partnership for three years
Cricket Ireland has extended its partnership with Shikenso for a further three years, continuing a relationship that began in 2024. Shikenso will provide AI-powered sponsorship measurement through Video Analysis, Social Media Analysis and Social Media Listening, enabling Cricket Ireland to track and demonstrate the value delivered to commercial partners across digital channels.
“Shikenso gives us the ability to track, analyse and clearly communicate sponsorship exposure and value across digital channels. This allows us to deliver transparent, data-driven insights to our partners that clearly demonstrate how their rights are performing, while helping to ensure that our sponsorship programmes continue to evolve in line with audience behaviour and partner expectations. This level of understanding supports better conversations, stronger partnerships, and more informed decision-making as our commercial programme continues to grow.” – Paul O’Sullivan, Business Development Manager, Cricket Ireland
“Cricket has a growing commercial footprint, and national governing bodies like Cricket Ireland are under real pressure to demonstrate partner value across every channel. We have worked with Cricket Ireland since 2024, and three more years together means we can build on that foundation and keep delivering the transparency their commercial partners expect.” – Arwin Fallah-Shirazi, Co-Chief Executive Officer and Co-Founder, Shikenso
Endorsements: Vaibhav Sooryavanshi builds growing portfolio of major brand partnerships
Vaibhav Sooryavanshi’s rapid rise in international cricket has been accompanied by growing commercial interest, with the 15-year-old India star now associated with five brands and organisations across cricket equipment, nutrition, payments, energy drinks and public health.
Vaibhav Sooryavanshi builds five-brand endorsement portfolio
Vaibhav Sooryavanshi has built a growing endorsement portfolio that includes an equipment contract with Sareen Sports (SS), reportedly worth approximately Rs 50 lakh per year. SS has also launched a special “Vaibhav Sooryavanshi Edition” range of bats.
He became the face of Complan’s “Thoda Plan, Thoda Complan” campaign in early 2026 and also features in a youth-focused Google Pay campaign.
In addition, he teamed up with Rajasthan Royals teammate Dhruv Jurel for a Red Bull challenge during IPL 2026.
The Jharkhand Health Department announced in May 2026 that Sooryavanshi would serve as a brand ambassador to promote fitness and encourage young people to stay active and healthy. His endorsement fee has reportedly crossed Rs 1 crore per deal following IPL 2026.
Domestic: KragBuzz Sports expands DPL presence with four-team apparel deals
KragBuzz Sports has expanded its presence in the 2026 Delhi Premier League (DPL), securing apparel partnerships with four franchises across the competition’s men’s and women’s tournaments.
KragBuzz Sports signs apparel partnerships with four DPL teams
KragBuzz Sports has been appointed the official jersey and apparel partner of defending champions East Delhi Riders, South Delhi Superstarz, West Delhi Lions and women’s franchise Central Delhi Queens for the 2026 DPL. The Indian sportswear manufacturer will supply official match jerseys, training apparel and performance wear, as well as bespoke kits tailored to each franchise.
“We are pleased to be associated with the Delhi Premier League & being jersey sponsors for 4 teams. Delhi has a strong cricketing culture, and being part of a league that gives local talent a platform is particularly meaningful for us. At KragBuzz Sports, we aim to continue creating performance clothing that athletes can rely on, and we look forward to supporting all four teams through the season.” – Arjun Gupta, Founder & Chief Executive Officer, KragBuzz Sports
