The Big Bash League leads this edition’s sponsorship activity, with Brisbane Heat extending major deals with Queensland Country Bank, Poolwerx and Toyota, alongside new partnerships across several franchises. Elsewhere, Cape Town approves R5 million in funding for two SA20 finals, Sachin Tendulkar acquires a minority stake in Hitwicket developer Metasports Interactive and becomes its brand ambassador, and JSW Sports secures a portfolio of sponsors for the Hong Kong Sixes. English county clubs strengthen their commercial partnerships, while Westpac expands its support for women’s and girls’ cricket in Australia and Sage Appliances partners with the PCA to enhance player wellbeing.
BBL: Major sponsorship renewals and new partnerships strengthen clubs’ commercial portfolios
Big Bash clubs have announced a series of sponsorship agreements across the WBBL and BBL, with Brisbane Heat extending partnerships with Poolwerx, Queensland Country Bank and Toyota, Sydney Sixers renewing with Merlin, and Melbourne Stars, Perth Scorchers and Sydney Thunder securing new commercial partners.
Sydney Sixers renew Merlin partnership for fourth consecutive season
Sydney Sixers have renewed their partnership with Merlin, a Chamberlain Group brand, for the 2026/27 WBBL and BBL seasons, marking the fourth consecutive year of collaboration. Merlin will continue as an Official Partner, with its branding appearing on the sleeves of both teams’ playing kits.
“We’re proud to be heading into a fourth summer with the Sydney Sixers.”
“Over three seasons we’ve built a partnership based on shared values, mutual trust, and a commitment to the communities we serve.”
“The Sixers are one of Australia’s most iconic sporting teams, and we’re excited to keep backing the club, its fans and the game of cricket this summer.” – Tim Anderson, Director of Marketing & Experience, Chamberlain Group
“Merlin has been a wonderful partner for the Sydney Sixers, and we’re thrilled to continue our relationship for a fourth year.”
“Like the Sixers, Merlin is committed to excellence and delivering a high standard of service, providing safe, reliable and accessible solutions for families across Sydney and beyond.”
“Together, the Sixers and Merlin share a commitment to creating a positive experience for our fans, ensuring they can enjoy game day and return home safely and conveniently.” – Hayden McIntosh, General Manager, Sydney Sixers
Melbourne Stars sign two-season partnership with Mimosa Homes
Melbourne Stars have announced a two-season partnership with Victorian home builder Mimosa Homes, which becomes the club’s Official Matchday Presenting Partner and Official Residential Home Building Partner. The agreement covers both WBBL and BBL seasons, including matchday activations at Junction Oval and the MCG, alongside involvement in the club’s Family Day.
“At the Melbourne Stars we are all about creating a family friendly environment and long-lasting memories for our community.”
“Mimosa Homes mirrors these values and have a big impact on families across Melbourne.”
“I’m really looking forward to seeing this come to life at the cricket and have no doubt it will be the beginning of a great partnership.” – James Rosengarten, General Manager, Melbourne Stars
“At Mimosa Homes, we believe a home is more than just bricks and mortar. It’s where families come together, memories are made and communities grow.”
“The Melbourne Stars share our commitment to bringing families and communities together, making this partnership a natural fit.”
“We’re incredibly excited to join the Stars family and look forward to supporting the club while connecting with families both on and off the field.” – Spokesperson, Mimosa Homes
Brisbane Heat extend Major Partnership with Poolwerx for two years
Brisbane Heat have renewed their Major Partnership with Poolwerx for another two seasons, covering both WBBL and BBL teams. The agreement includes front-of-shirt branding on playing and training apparel, stadium signage and matchday activation rights, alongside promotion of Poolwerx’s Great Summer Staycation campaign.
“It’s very exciting to confirm that the Heat and Poolwerx are continuing our valued partnership for another two years.”
“We’ll continue to focus on our shared core beliefs of bringing families together and creating lasting memories of shared summer fun and enjoyment.”
“Poolwerx have enthusiastically embraced the opportunity to engage with Heat fans and we’re thrilled for them that it has been such a successful partnership to date.” – Terry Svenson, Chief Executive Officer, Brisbane Heat
“Our partnership with the Brisbane Heat has been a fantastic platform to build brand awareness and connect Poolwerx with new audiences through one of Australia’s most popular summer sports.”
“As a leading franchise network, partnerships like this provide valuable opportunities to showcase our brand, support our franchise partners and engage with clients in new and exciting ways.”
“We’ve seen great engagement over the past two seasons and look forward to building on that success over the next two years.” – Nic Brill, Global Chief Executive Officer, Poolwerx
Perth Scorchers secure 8 NETWORKS as Official Telecommunications Partner
Perth Scorchers have signed a two-year agreement with 8 NETWORKS, naming the company their Official Telecommunications, Mobile & Internet Partner. The agreement marks 8 NETWORKS’ first sporting partnership and includes fan engagement initiatives at matches and online throughout the WBBL and BBL seasons.
“We’re delighted to welcome 8 NETWORKS to the Scorchers family ahead of what promises to be an exciting WBBL season.”
“As a proudly Western Australian organisation, 8 NETWORKS shares our commitment to community, innovation and delivering exceptional experiences for people across the state.”
“We look forward to working together over the next two years.” – Kade Harvey, General Manager, Perth Scorchers
“We went straight to the champions.”
“The Scorchers are the most successful club in Big Bash history, and every summer they bring Aussies together. Keeping people connected is what we do, so it’s a natural fit.”
“We’re proud to back a Club with such a passionate fan base.” – Tayyab Qaiser, Co-Founder, 8 NETWORKS
“The big telcos made phone and internet complicated. We set out to make it simple.”
“Like the Scorchers, we compete with the biggest names in the game, and we do it by putting our customers first, with concierge support and a straightforward experience every step of the way.”
“When our customers need help, they get a real person, not a call centre queue. That’s the experience we can’t wait to share with Scorchers fans this summer.” – Treesha Sangha, Co-Founder, 8 NETWORKS
Brisbane Heat extend Principal Partnership with Queensland Country Bank through 2027/28
Brisbane Heat have extended their Principal Partnership with Queensland Country Bank through the 2027/28 Big Bash season. The agreement retains the bank’s prominent branding on playing and training apparel, stadium signage and digital campaigns, alongside fan engagement initiatives including the $50K Your Way competition.
“Queensland Country Bank has become an invaluable part of the Brisbane Heat family and we’re thrilled to extend our partnership through to the 2027-28 season.”
“Since joining us as Principal Partner, Queensland Country Bank has embraced every opportunity to engage with our members, fans and communities, while helping us grow the game and deliver memorable experiences on and off the field.”
“The partnership is built on shared values, a commitment to Queensland communities, and a desire to make a positive impact. We’re excited to continue building on that success together over the coming years.” – Terry Svenson, Chief Executive Officer, Queensland Cricket
“Queensland Country Bank and the Brisbane Heat have a lot in common. We’re both proudly Queensland, we’re passionate about our communities, and we understand the importance of bringing people together.”
“Cricket has an extraordinary ability to connect Queenslanders, whether it’s families watching the Heat, young players dreaming of pulling on the teal jersey, or communities coming together around their local clubs.”
“We’re incredibly proud to continue our partnership with Queensland Cricket and the Brisbane Heat through to the end of the 2027-28 season. It enables us to grow our brand, connect meaningfully with current and future Members, and support communities across the state.”
“With such strong alignment between our organisations, we’re excited about the opportunities ahead and what we can continue to achieve together.” – Aaron Newman, Chief Executive Officer, Queensland Country Bank
Melbourne Stars and Cricket Victoria name Mountain Culture Official Beer Partner
Melbourne Stars and Cricket Victoria have signed a two-year partnership with Mountain Culture Beer Co., appointing the brewery as Official Beer Partner for both organisations. The agreement grants Mountain Culture exclusive beer supply rights at Junction Oval, includes service at Cricket Victoria events and provides exclusive offers for Victorian cricket clubs and Stars members, including a 15% discount at the brewery’s Richmond venue.
“Mountain Culture is a fantastic addition to the Cricket Victoria and Melbourne Stars family, and we’re excited to welcome such an innovative and highly regarded Australian brewery as our Official Beer Partner.”
“This partnership is about more than what happens on match day. From creating a great experience for supporters at the Junction Oval to delivering exclusive benefits for Stars members and cricket clubs across Victoria, there are some terrific opportunities to bring our communities together.”
“We look forward to working closely with Mountain Culture to build a partnership that celebrates great cricket, great experiences and the connections that make our game special.” – Dylan Prescott, General Manager Government Relations and Strategic Partnerships, Cricket Victoria
“Summer in Melbourne means cricket’s on, and we’re stoked to be teaming up with Cricket Victoria and the Melbourne Stars. We started out as a small brewery in the Blue Mountains, growing alongside our community. The local clubs that keep cricket going across Victoria run on that same spirit, and we can’t wait to work with them.”
“Stars fans, consider our Richmond Brewery yours this summer. Swing by for a beer after a day at the Junction Oval or come watch the away games with us. We’ll have the cricket on and a seat saved.” – DJ McCready, Co-Founder & Chief Executive Officer, Mountain Culture Beer Co.
Sydney Thunder appoint waterdrop® Official Hydration and Refill Bottle Partner
Sydney Thunder have partnered with sustainable hydration brand waterdrop® as their Official Hydration and Refill Bottle Partner for the WBBL|12 and BBL|16 seasons. The agreement includes waterdrop® bottles for players and product sampling opportunities for supporters at selected Thunder matches.
“We’re really excited to welcome waterdrop® on board as a partner for both our WBBL and BBL programs.Hydration is such an important part of our players’ preparation and performance, so it’s fantastic to partner with a brand that is focused on making hydration easy, enjoyable and more sustainable.”
“What’s equally exciting is the opportunity to bring Waterdrop to our fans on match days, giving them the chance to experience the products firsthand while supporting a more sustainable approach to hydration.”
“We’re looking forward to working closely with Waterdrop and building a really positive partnership over the summer.” – Trent Copeland, General Manager, Sydney Thunder
“We’re so excited to be partnering with Sydney Thunder and bringing waterdrop® to cricket fans across Australia.”
“Sport and hydration go hand in hand, and this partnership is a brilliant opportunity to introduce more people to a simple, enjoyable way to drink more water. We can’t wait to see the players using our bottles throughout the season and to meet fans at matches, giving them the chance to discover waterdrop® for themselves.” – Catherine Dix, Managing Director, waterdrop® ANZ
Brisbane Heat and Queensland Cricket extend Toyota partnership for three years
Toyota Australia has extended its partnership with Brisbane Heat and Queensland Cricket for another three years, continuing a relationship spanning more than a decade. Toyota remains Official Automotive Partner, supporting matchday activations, the Toyota Good for Cricket Raffle and community participation programs, with Queensland Cricket staff continuing to use Toyota hybrid and electric vehicles.
“Toyota has been an outstanding partner of Queensland Cricket and the Brisbane Heat, and we’re delighted to continue our rewarding relationship for another three years.”
“Through the support of Toyota’s regional dealers, we will again be able to deliver meaningful community outcomes while creating unique experiences for fans across Queensland.”
“This renewal provides a strong platform to continue engaging cricket fans throughout the state and build on successful initiatives such as Toyota Tunes in the Park and our match day activations, which have become a key part of the Brisbane Heat experience.” – Pete Lock, General Manager – Commercial, Marketing & Corporate Affairs, Brisbane Heat
“Our partnership with Queensland Cricket and the Brisbane Heat gives Toyota and our dealers a meaningful way to connect with cricket fans and communities across Queensland.”
“Over the next three years, we look forward to building on that relationship through fan experiences, grassroots participation and community initiatives that bring our dealers and customers closer to the game.” – Andrew McGrath, Regional Manager, Toyota Australia
England: Essex secures stand naming rights deal as Leicestershire expands commercial partnerships
English county cricket sponsorship activity continues with Essex Cricket securing a two-year stand naming rights agreement with ACA Harlow, while Leicestershire County Cricket Club has announced a new partnership with The Grand Hotel and renewed its relationship with Ian Guyler Business Consulting.
Essex Cricket signs two-year stand naming rights deal with ACA Harlow
Essex Cricket has signed a two-year partnership with Advanced Cricket Academy (ACA Harlow), securing naming rights to the ACA Harlow Stand at the Ambassador Cruise Line Ground for the 2027 and 2028 seasons. The agreement includes stand branding, pitch-side advertising, player masterclasses, ticket promotions, hospitality involvement and advertising across domestic match live streams and the in-ground scoreboard.
“Our thanks go to John and the team at ACA Harlow for their commitment to supporting Essex Cricket over the coming seasons.”
“To have an elite local facility like ACA Harlow on board as a passionate sponsor and supporter of Essex Cricket opens up lots of opportunities for players across the county to develop their games, which can only be a good thing for the game moving forwards.”
“We are excited to work with the ACA Harlow team and look forward to activating our partnership over the next two years.” – Lorraine Fletcher, Head of Business Operations, Essex Cricket
“At ACA Harlow, we care passionately about developing the next generation of Essex cricketers and see our centre as playing an important role in being able to assist with this mission.”
“We offer unrivalled facilities at ACA Harlow, and pride ourselves on providing the very best environment for cricketers to rapidly enhance their skills and their wider game. Forging this closer relationship with Essex Cricket and bringing their professional men’s and women’s players into the centre for ACA masterclasses will allow our customers to learn from those who have made it to the top of the county game and help accelerate their own progress through learning from the very best.”
“We are enormously proud to be one of Essex Cricket’s sponsors in 2027 and 2028 and look forward to building a closer working relationship with the county side as we look to provide a platform for cricketers to progress through the pathway and reach a higher standard of the game.” – John O’Sullivan, Owner, ACA Harlow
Leicestershire CCC announces 2027 partnership with The Grand Hotel
Leicestershire County Cricket Club has announced a new partnership with The Grand Hotel, Leicester, for the 2027 season. The agreement brings together the county club and the city-centre hotel, with plans to provide additional experiences for members, supporters and visitors at Grace Road.
“We’re delighted to welcome The Grand Hotel to the Leicestershire County Cricket Club family for 2027. It’s a much-loved Leicester landmark, and we share a real pride in this city and its community. We’re looking forward to working together to give our members, supporters and visitors something extra to enjoy at Grace Road next summer.” – Hugh Cochrane, Commercial Partnerships Manager, Leicestershire County Cricket Club
“We’re thrilled to be partnering with Leicestershire County Cricket Club in 2027. Leicester is our home, and the Club is an important part of the city’s sporting heritage. We can’t wait to be part of the season ahead and to welcome cricket fans to The Grand.” – Spokesperson, The Grand Hotel
Leicestershire CCC renews partnership with Ian Guyler Business Consulting
Leicestershire County Cricket Club has renewed its partnership with Ian Guyler Business Consulting, extending an existing commercial relationship supporting the club at Uptonsteel Grace Road. Financial terms and the duration of the renewal were not disclosed.
“We’re really pleased to be extending our partnership with Ian. His support has made a real difference to the Club, and we’re looking forward to building on it.” – Hugh Cochrane, Commercial Partnerships Manager, Leicestershire County Cricket Club
“I’m delighted to be continuing my support of the Club. It’s a pleasure to be part of the Leicestershire family, and I’m looking forward to what lies ahead.” – Ian Guyler, Ian Guyler Business Consulting
Other Franchise Leagues: Cape Town approves R5m sponsorship for two SA20 finals
The Betway SA20 has secured municipal sponsorship support for two upcoming finals in Cape Town, with the City Council approving funding across the 2026/27 and 2028/29 seasons despite concerns over the long-term financial commitment.
Cape Town City Council approves R5m sponsorship for SA20 finals
Cape Town City Council has approved a R5 million sponsorship package for the Betway SA20 finals, allocating R2.5 million each for the 2026/27 and 2028/29 seasons. The agreement also includes approval for advertising tariff waivers and consideration of parking permit fee waivers. The decision faced opposition from councillors questioning the commitment of public funds more than two years in advance.
“The 2026 Final attracted approximately 14 000 spectators to the Newlands Cricket Grounds, while over the course of the 2026 tournament, 22 of the 34 scheduled matches were sold out, showing growth from the 17 sold-out matches during the previous season. This continued increase in attendance demonstrates the tournament’s growing popularity and its ability to consistently attract large audiences.” – Report tabled to Cape Town City Council
“A multi-year support agreement will assist with the long-term planning and delivery of the event.” – Report tabled to Cape Town City Council
“Committing ratepayers’ money more than two years in advance when circumstances, budgets, and priorities may change, is therefore premature.”
“While Cape Town urgently needs investment, tourism, and economic growth, given the reported growth rate of just 0.6% in the first quarter for this year, the ratepayers’ money must still be managed responsibly and allocated wisely.”
“Council can consider the proposal closer to the time, assess the outcomes of the 2026-27 event, review the City’s financial position, and determine whether further sponsorship is justified.” – Emre Uygun, Councillor, Freedom Front Plus
“It cannot be enough for Cape Town to become a spectacular destination for tourists, with residents watching from the sidelines while the economic opportunities are captured by established businesses and external service providers.” – Phindile George, Councillor, African National Congress
“In big events like this, it takes two to three years to plan, and these events have real professional planners involved. There are financial implications that need to be taken into consideration. It is not premature to allocate this type of funding now, so early in the planning phase.”
“There are millions of people in Cape Town, hundreds of thousands of companies, but there shouldn’t be a dispute that event support supports social benefits through sport.” – Yusuf Mohamed, Councillor, Democratic Alliance
National Boards: Westpac strengthens support for women’s and girls’ grassroots cricket in Australia
Cricket Australia’s women’s and girls’ cricket development initiatives have received additional backing from Westpac, with funding directed towards community clubs through the bank’s existing Project Inspire partnership.
Westpac provides funding to 14 cricket clubs through Cricket Australia’s Project Inspire
Westpac has announced A$2,000 in funding for each of the 14 community cricket clubs represented in the second intake of Cricket Australia’s Project Inspire, totalling A$28,000. The Westpac-presented leadership development program supports women in community cricket, with the funding intended to help clubs create more opportunities for women and girls to participate, volunteer and take on leadership roles.
“Project Inspire has helped us to connect with some wonderful leaders from community clubs in every State and Territory and see the incredible work they have been doing to support women’s and girls’ cricket at grassroots level.”
“As they continue to learn and develop their leadership under the expert guidance of Belinda Clark and Chris Rubick, this generous support from Westpac will be put to great use and make a significant, positive impact for women and girls at their clubs.”
“At Cricket Australia, we’re grateful for the investment and support of Westpac in women’s and girls’ cricket, from grassroots level with Project Inspire and the Her Game Grows fund, through to their support of our national Women’s team.” – James Allsopp, Chief of Cricket, Cricket Australia
“Westpac is proud to support the women who are making a difference in community cricket. They know their clubs and what their communities need, Project Inspire gives them practical skills, useful connections and support to build on the work they’re already doing. We hope this support will help bring some of their ideas to life and create more opportunities for women and girls to play, volunteer and take on leadership roles in their local communities.” – Michelle Klein, Chief Growth, Brand & Marketing Officer, Westpac
Endorsements: Sachin Tendulkar invests in Hitwicket developer and takes brand ambassador role
Cricket legend Sachin Tendulkar has expanded his commercial involvement in cricket gaming through an investment and endorsement agreement with Metasports Interactive, combining an equity stake with a brand ambassador role.
Sachin Tendulkar acquires minority stake in Metasports Interactive and becomes Hitwicket brand ambassador
Former India captain Sachin Tendulkar has acquired a significant minority stake in Metasports Interactive, the developer of mobile cricket game Hitwicket, and will serve as its brand ambassador. Tendulkar’s likeness will also feature as a playable character in the game, which has recorded 20 million downloads across more than 120 countries. The investment amount and company valuation were not disclosed.
“Hitwicket stood out to me for how it brings the strategic thinking behind cricket into the game.” – Sachin Tendulkar, Former India Captain
International Tournaments: JSW Sports secures multiple brand partnerships for Hong Kong Sixes
The 2026 Hong Kong Sixes has attracted a portfolio of commercial partners through JSW Sports, following the company’s appointment as Cricket Hong Kong, China’s exclusive commercial partner for the tournament.
JSW Sports brings Kajaria, ARM, Boldfit and other brands on board for Hong Kong Sixes
JSW Sports has secured sponsorship partnerships with Kajaria, ARM, Boldfit, CREX, Mastercoin and UE Group, among other brands, for the 2026 Hong Kong Sixes. The agreements follow JSW Sports’ appointment in September 2026 as the exclusive commercial partner of Cricket Hong Kong, China, responsible for the tournament’s sponsorship acquisition, commercial strategy and marketing. The tournament featured 12 national teams competing from October 30 to November 1 at Hong Kong’s Tin Kwong Road Recreation Ground.
“Taking our commercial capabilities to an international sporting property is an important milestone for JSW Sports. The Hong Kong Sixes presents a distinctive proposition for brands, combining the appeal of cricket with a fast-paced format that lends itself to engaging fan experiences. The response from our partners reflects the opportunities that international sporting platforms can offer brands looking to expand their engagement with sports audiences. Our focus remains on building partnerships that deliver meaningful value for brands while strengthening the commercial ecosystem around sport.” – Himanshu Sharma, Head of Sales, JSW Sports
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