From major Big Bash League partnerships to international cricket sponsorships and star-powered brand campaigns, this edition of the Global Sponsorship Roundup highlights commercial activity across the sport. Sydney Thunder, Sydney Sixers and Brisbane Heat announce new and renewed partnerships, while Hero VIDA and Ai+ Smartphone back India’s landmark tour of New Zealand. Jasprit Bumrah and Abhishek Sharma headline consumer brand campaigns, Cricket Australia unveils its ASICS-designed anniversary Test kit, and fresh agreements involving Cricket West Indies, Lions Cricket, DDCA and Haier India round out the latest developments.
BBL: Sydney clubs secure sponsorship deals as Brisbane Heat extends entertainment partnership
Commercial activity across the Big Bash League includes Sydney Thunder’s renewed financial services partnership with ColCap Financial Group, a four-year entertainment agreement between Brisbane Heat and Ticketek Entertainment Group, and new recycling partnerships for both Sydney franchises with Return and Earn.
Sydney Thunder extends ColCap Financial Group partnership
Sydney Thunder has renewed its long-standing partnership with ColCap Financial Group, with the lender securing front-of-shirt branding on the club’s WBBL and BBL playing shirts. Group brand Homestar Finance, entering its ninth season with Thunder, will retain branding on playing caps and helmets, naming rights to the BBL innings-break light show, and expanded matchday activations and fan engagement opportunities.
“We’re incredibly proud to be entering our ninth season alongside ColCap Financial and Homestar Finance, and to have their commitment to the Sydney Thunder.”
“Having ColCap take centre stage on the front of our WBBL and BBL playing shirts is a significant milestone for the partnership, while Homestar remains an important part of our club.”
“It was a no brainer to extend from our end. Andrew, Ilias and the entire Colcap crew have such a deep care and commitment to our fans, helping us create experiences that go well beyond the game itself.”
“From the innings break lightshow that we believe is a big bash benchmark experience, to the opportunities they provide for our members and fans on match days, they’ve continued to find ways to make the Thunder experience even more memorable.”
“We’re excited to continue building on that relationship and look forward to what we can achieve together over the coming seasons.” – Trent Copeland, General Manager, Sydney Thunder
Brisbane Heat renews four-year Ticketek Entertainment Group partnership
Brisbane Heat has extended its partnership with Ticketek Entertainment Group (TEG) for four years, maintaining live music and entertainment as key features of its BBL matchdays at the Gabba. The agreement includes Australian artist Baker Boy headlining the New Year’s Bash on January 1, 2027, with pre-game and halftime performances during the Heat’s match against Hobart Hurricanes.
“We’re privileged to welcome one of Australia’s most distinctive and admired performers, Baker Boy, to the Gabba and are delighted to be able to again partner with TEG to give our members and fans a brilliant experience for the start of the New Year.”
“Over the past five years, the New Year’s Bash event has clearly attracted new fans to the BBL, as well as being embraced by our members and supporters.”
“The New Year’s Bash has been consistently one of our most popular matches and that trend is continuing, with this summer’s event being one of our fastest selling games to date.”
“TEG are world leaders in delivering unforgettable live experiences and extending our partnership with them for a further four years is an outstanding result for the Heat and our fans.”
“TEG’s industry experience and insights will again help us to deliver a fantastic night for thousands of locals and visitors.”
“We can’t wait to work with them again as we lock in world class entertainment events to ensure Heat tickets will be the hottest in town over summer for the next four years.” – Pete Lock, General Manager of Marketing, Commercial and Public Affairs, Brisbane Heat
“TEG has been part of Australian cricket for nearly five decades. Extending our partnership with the Brisbane Heat is a milestone we’re thrilled about. We take incredible pride in delivering full event experiences – from fan insights and content to the latest ticketing technology. Powering a great fan experience is at the heart of what we do. Bringing that together with powerhouse entertainment like Baker Boy will make the New Year’s Bash unmissable.” – Cameron Hoy, Chief Executive Officer, Ticketek Entertainment Group
Sydney Sixers signs Return and Earn as Official Recycling Partner
Sydney Sixers has signed a one-year agreement with Return and Earn, naming the New South Wales recycling initiative as its Official Partner and Official Recycling Partner. Return and Earn will also serve as presenting partner of the club’s BBL|16 Sydney Smash fixtures against Sydney Thunder, with the partnership supporting recycling awareness, sustainability initiatives and community engagement.
“We’re thrilled to welcome Return and Earn to the Sixers family as both an Official Partner and Official Recycling Partner.”
“Sixers have a proud history of connecting with communities across New South Wales, and partnering with an organisation that shares our commitment to creating positive impact makes this a natural fit.”
“The Sydney Sixers look forward to working with Return and Earn throughout the season to inspire fans to get involved, give back and make every container count.” – Rachael Haynes, General Manager, Sydney Sixers
“The Sydney Sixers have one of the most passionate and engaged fan bases in Australian sport, making them a fantastic partner for Return and Earn.”
“With sustainability continuing to be an important focus across sport and the wider community, the partnership reinforces the Sixers’ commitment to using their platform to support initiatives that deliver lasting benefits for fans and communities throughout New South Wales.” – Danielle Smalley, Chief Executive Officer, Exchange for Change
“It is clear NSW loves Return and Earn as much as they love cricket.”
“I’m so pleased the Sixers fans and players are getting behind this positive program and championing sustainability.” – Donna Davis MP, State Member for Parramatta
Sydney Thunder names Return and Earn Official Recycling Partner
Sydney Thunder has partnered with Return and Earn as its Official Recycling Partner for the WBBL|12 and BBL|16 seasons. The New South Wales container recycling initiative will also serve as matchday presenting partner of the December 19 Sydney Smash at ENGIE Stadium, supporting recycling awareness and community engagement across Western Sydney.
“Return and Earn is a great initiative and one we immediately jumped at. It’s a program that delivers real benefits for communities right across NSW and can help us have a real impact in our heartland of Western Sydney.”
“We’re proud to partner with an organisation that makes recycling simple, rewards people for doing the right thing and creates a positive impact beyond the game.” – Trent Copeland, General Manager, Sydney Thunder
“It is wonderful that the Sydney Thunder is leading by example to highlight how every recycled container makes a difference and delivers lasting benefits for fans and their communities.”
“Sharing our passion for recycling with passionate sports fans will showcase the environmental, social and financial benefits of Return and Earn statewide.” – Danielle Smalley, Chief Executive Officer, Exchange for Change
“With over 16.5 billion containers recycled, it is clear NSW loves Return and Earn as much as they love cricket.”
“I’m so pleased Thunder players and fans are getting behind this positive program and championing sustainability.” – Donna Davis MP, State Member for Parramatta
Franchise Leagues: NCL GT20 partners with Cricket West Indies for Caribbean tournament
NCL GT20 Canada has entered a strategic partnership with Cricket West Indies to host its 2026 tournament in the Caribbean, strengthening cricket development and commercial ties between North America and the West Indies.
NCL GT20 Canada signs hosting partnership with Cricket West Indies
NCL GT20 Canada has partnered with Cricket West Indies (CWI) to stage its 2026 tournament in St. Vincent and the Grenadines from October 23 to November 1, before returning to Canada in 2027. Organized in collaboration with Cricket Canada and CWI, the agreement aims to strengthen cricket development and commercial cooperation between North America and the Caribbean.
“NCL GT20 Canada, together with the deep cricketing tradition of the West Indies, creates an exciting opportunity for collaboration. Hosting the 2026 tournament in the Caribbean before its return to Canada next year marks the beginning of a partnership that can facilitate the continued development of Canadian cricket while showcasing our region as one of the great cricketing regions of world cricket. As the only full member of the ICC in the hemisphere, we believe it is important to forge mutually beneficial relationships with ICC Associate Members across the region, for the health of the game and, indeed, for the continued development of West Indies cricket.” – Chris Dehring, Chief Executive Officer, Cricket West Indies
National Boards: ASICS unveils Australia’s anniversary Test kit as NZC secures Indian sponsors
Cricket Australia’s partnership with ASICS has produced a commemorative kit for the 150th Anniversary Test, while New Zealand Cricket has secured Hero VIDA and Ai+ Smartphone as commercial partners for India’s 12-match tour across all three formats.
Cricket Australia and ASICS launch 150th Anniversary Test kit
Cricket Australia and apparel partner ASICS have unveiled a special playing kit for the 150th Anniversary Test at the MCG from March 11-15, 2027. The commemorative uniform features gold trimming on the collar and pants alongside the anniversary logo, celebrating 150 years of Test cricket while preserving Australia’s traditional Test kit design.
“The 150th Anniversary Test will be one of the defining moments in Australian Cricket’s history, and this commemorative kit is a fitting tribute to the occasion.”
“It is only on the most significant occasions that we tailor special uniforms for our teams, and we would like to thank ASICS for producing a uniform that honours 150 years of Test cricket through the gold integration.”
“We are all looking forward celebrating the players and moments that have shaped Test cricket at the MCG in March, while also inspiring future generations.” – Ed Sanders, Chief Commercial Officer, Cricket Australia
Hero VIDA and Ai+ Smartphone sponsor India’s tour of New Zealand
New Zealand Cricket has signed Hero MotoCorp’s electric mobility brand VIDA as title sponsor and Ai+ Smartphone as the ‘Powered by’ Partner for India’s 12-match tour of New Zealand from October to December 2026. The agreements cover five T20Is, five ODIs and two Tests, marking NZC’s largest-ever hosted bilateral tour by match count.
“There’s no secret about how big this tour by India is and we’re delighted to have Hero MotoCorp and AI+ Smartphone partnering with us on it.”
“New Zealand’s relationship with India continues to go from strength to strength on and off the cricket field. Alongside the special rivalry that’s developed between the BLACKCAPS and India, it’s equally important that NZC continues to build bonds and partnerships with the Indian public and businesses.”
“Hero VIDA and Ai+ Smartphone aren’t just backing this series, they’re backing cricket in New Zealand, and for that we are really appreciative.” – Geoff Allott, Chief Executive Officer, New Zealand Cricket
“We are proud to be the Title Sponsor for India’s tour of New Zealand, marking yet another significant chapter in the sporting relationship between the two nations.”
“For Hero VIDA, this partnership is an opportunity to associate with a highly anticipated international tournament while celebrating the spirit of movement, ambition and progress – principles deeply rooted in our brand. We look forward to an exciting series that inspires fans across the world and creates many memorable moments, both on and off the field.” – Sanjay Bhan, Executive Vice President of Global Business, Global Product Planning and Global Market Insights, Hero MotoCorp
“Cricket is more than a sport in India; it is a shared cultural experience that brings together audiences across generations and geographies.”
“Our partnership with New Zealand Cricket around India’s 12-match tour gives Ai+ an opportunity to participate in one of the most anticipated sporting moments of the year while building relevance for the brand beyond the smartphone category. Technology and sport share a common language of performance, innovation and constant evolution, and this partnership allows us to bring that connection to life in a meaningful way.” – Archi Gogoi, Head of Brand, Marketing & Growth, Ai+ Smartphone
Endorsements: Jasprit Bumrah fronts UNIQLO campaign as Abhishek Sharma promotes Xylys watches
Indian cricketers Jasprit Bumrah and Abhishek Sharma feature in new consumer brand campaigns, with UNIQLO promoting its winter Fleece collection and Xylys launching its premium Volaris Dual Time watch range.
Jasprit Bumrah and Kriti Sanon feature in UNIQLO Fleece campaign
Japanese apparel retailer UNIQLO has launched its new-season Fleece collection in India, featuring Indian cricketer Jasprit Bumrah alongside Bollywood actor Kriti Sanon. The campaign promotes the brand’s winter apparel range, including fleece jackets, cardigans, hoodies and reversible outerwear, highlighting comfort, functionality and everyday versatility.
“With our new Fleece collection, we wanted to further evolve a LifeWear essential that combines warmth, comfort and functionality while fitting naturally into everyday life. Fleece has long been an important part of our LifeWear offering because it delivers on these needs in a simple and accessible way. Our new campaign shows how the collection adapts to different lifestyles and routines, helping people stay comfortable through every part of their day. Through their distinct everyday moments, Jasprit and Kriti bring this versatility to life, reflecting how Fleece seamlessly supports different needs, occasions and ways of living.” – Nidhi Rastogi, Marketing Director, UNIQLO India
Abhishek Sharma fronts Xylys Volaris Dual Time watch campaign
Indian cricketer Abhishek Sharma is fronting the launch campaign for Xylys’ new Volaris Dual Time watch collection. Sharma, appointed brand ambassador for the Titan Company-owned premium watch brand earlier in 2026, promotes the aviation-inspired range featuring Swiss quartz movements and dual-time functionality.
“With Volaris, we wanted to create a collection that reflects the mindset of individuals who are constantly exploring new destinations. Drawing inspiration from aviation and the iconic Xylys 9216 case, it combines distinctive design with Swiss precision and superior functional specifications- suited to a globally connected lifestyle. Abhishek Sharma brings this spirit to life through his confidence, energy and individuality, making him a natural fit for the campaign.” – Kalpana Rangamani, Chief Sales and Marketing Officer, Titan’s Premium Watches
Other: Haier India secures Cricket Live Studio title sponsorship for bilateral series
Haier India has expanded its cricket sponsorship portfolio through a six-month association with JioHotstar and Star Sports Network, securing title sponsorship of Cricket Live Studio during India’s home bilateral cricket season.
Haier India becomes title sponsor of Cricket Live Studio
Haier Appliances India has signed a six-month agreement as Title Sponsor of Cricket Live Studio on JioHotstar and Star Sports Network, covering four international series during India’s home bilateral cricket season. The partnership provides on-air brand visibility and promotes Haier’s refrigerators, LED TVs and washing machines as part of its Sport-o-Tainment marketing strategy.
“Cricket has a unique place in Indian homes, bringing families and communities together and becoming an integral part of how India celebrates and entertains. Our association with Cricket Live gives Haier an opportunity to be part of this cultural passion, particularly during the festive season when consumers are spending more time at home and investing in their lifestyles. This partnership is an important step in taking our Sport-o-Tainment strategy forward, bringing together sport, entertainment and our technology-led home solutions in a way that reflects the evolving Indian household.” – NS Satish, Chief Executive Officer, Haier Appliances India
Domestic and Franchise: Lions Cricket partners with Ayoosh as DDCA signs Skechers and UFlex
Domestic cricket sponsorship activity includes Lions Cricket’s new partnership with skincare brand Ayoosh in South Africa, while India’s Delhi & District Cricket Association has secured apparel and commercial agreements with Skechers and UFlex for the 2026–27 season.
Lions Cricket signs skincare partnership with Ayoosh
South Africa’s Lions Cricket has partnered with Korean-formulated skincare brand Ayoosh to provide sun protection products for players and teams throughout the season. The agreement, effective immediately, includes access to Ayoosh’s Centella Cica Glow Sun Cream, alongside fan giveaways, competitions and community engagement initiatives.
“Ayoosh is a brand that gives back. They are about meaningful impact, supporting empowerment and community upliftment – all of which resonates deeply with who we are and who we strive to be at Lions Cricket. Ayoosh will help protect our players through their long hours on the field, while also creating opportunities for giveaways and competitions for our valued fans. Most importantly, we have the opportunity to grow together and make a positive difference in the communities we serve.” – Jono Leaf-Wright, Chief Executive Officer, Lions Cricket
“Live Beautifully is the heart of Ayoosh. Ayoosh means life, and I started this brand on the belief that a person who is educated, skilled, resilient and independent is beautiful, and that beauty of that kind is built, not bought. That vision is carried by three promises, Look Good, Feel Good and Do Good, for body, mind and soul. Joining the Pride brings that to life on the field. Our lightweight Centella Cica Glow Sun Cream, made with Centella Asiatica, gives Lions Cricket’s players daily sun protection through long days in the sun, and Sport is one of the six areas the Ayoosh Foundation supports, because healthy minds and healthy bodies make strong nations. We are building a community, not a customer list, and we are proud to build it alongside a team that serves its communities.” – Aisha Joosub, Founder and Chief Executive Officer, Ayoosh
DDCA secures Skechers and UFlex sponsorships for 2026–27 season
The Delhi & District Cricket Association (DDCA) has signed Skechers as its official clothing sponsor and UFlex as an official partner for the 2026–27 domestic season. Skechers will supply apparel to Delhi’s men’s and women’s teams across age groups, while UFlex will receive branding on team uniforms. The agreements will cover DDCA’s apparel costs and generate additional sponsorship revenue.
“We are delighted to bring Skechers and UFlex on board for the 2026–27 season. Securing strategic partnerships with these globally recognized brands and industry leaders is a vital step in the DDCA’s vision to build a strong and sustainable cricketing ecosystem. These collaborations not only elevate the professional standards of our domestic setup but also reflect the immense brand value of Delhi cricket. As an administrative body, our priority is to continuously upgrade our operational frameworks, ensuring that our Men’s and Women’s teams are backed by top-tier institutional support.” – Rohan Jaitley, President, Delhi & District Cricket Association
“Partnering with a premier sporting institution like the DDCA is a key strategic milestone for Skechers. The DDCA carries a rich legacy of excellence in Indian cricket, and this collaboration allows us to integrate our brand directly into one of the country’s most prominent domestic cricket ecosystems. We are proud to be the official apparel partner and look forward to building a strong, mutually beneficial relationship with the association this season.” – Spokesperson, Skechers
“We are highly privileged to establish this partnership with the DDCA for the 2026–27 domestic season. Collaborating with an esteemed administrative body like the DDCA offers us a prestigious platform to strengthen our corporate presence within the Indian sporting landscape. This strategic tie-up reflects our focus on associating with top-tier institutions, and we look forward to a successful partnership that drives value for both our brand and the DDCA.” – Ashok Chaturvedi, Chairman and Managing Director, UFlex Grou
