A fresh wave of cricket partnerships spans Australia, the Caribbean, South Africa and India this week, led by the BCCI’s addition of Campa, SBI Life and ChatGPT as Associate Partners in deals worth more than ₹130 crore combined, alongside YesPlay’s four-year title sponsorship of Newlands and the Western Province Cobras. Elsewhere, the Melbourne Stars add Old El Paso and extend Greenworks Australia, Cricket Australia teams with Komo Technologies, the CPL partners with Sportsnection on a new trading card collection, Lions Cricket joins forces with Hollywoodbets, and Indian greats MS Dhoni and Rahul Dravid secure new commercial roles with SpeakX and Vijay Sales respectively.
National Boards: BCCI lands ₹130 crore-plus partner trio as Cricket Australia teams with Komo
National board commercial activity spans major sponsorship and fan engagement developments, with the BCCI adding Campa, SBI Life and ChatGPT as Associate Partners in deals worth more than ₹130 crore combined, while Cricket Australia has partnered with Komo Technologies to enhance its digital fan engagement capabilities.
BCCI adds Campa, SBI Life and ChatGPT as Associate Partners
The BCCI has appointed Campa, SBI Life and ChatGPT as Associate Partners for India Home Cricket for two seasons, beginning with India’s upcoming home series against the West Indies and running through March 2028. The three partnerships are worth more than ₹130 crore combined, a 44% increase over the previous cycle.
“India’s home season continues to be a valuable and sought-after sporting property in the country, and the signing of Campa, SBI Life and ChatGPT is a strong endorsement of the strength of the Indian cricket ecosystem. The big increase in the combined value of these partnerships is particularly encouraging. It reflects the trust that leading brands have in the reach, engagement and commercial potential that comes with being associated with BCCI.”
“Each brings a distinct brand and proposition to Indian cricket, and we look forward to working with them to build strong associations that create greater value for all stakeholders.” – Mithun Manhas, President, BCCI
“The significant growth in the value of our home season partnerships reflects the strength of the property and the confidence that brands have in the BCCI and Team India. A 44% increase in the combined deal value, with the latest partnerships valued at over ₹130 crore, is a significant achievement and demonstrates the strong demand for association with Indian cricket.”
“Campa, SBI Life and ChatGPT represent three very different and exciting categories, and their association highlights the diverse opportunities that our home season offers. We are pleased to welcome them as Associate Partners and look forward to working with them to create new ways to engage with fans and enhance their experience of Indian cricket.” – Devajit Saikia, Honorary Secretary, BCCI
Cricket Australia signs fan engagement deal with Komo Technologies
Cricket Australia has partnered with Australian audience engagement and data platform Komo Technologies for the 2026-27 season. Komo will enable interactive fan experiences including predictions, voting and live participation across international cricket and the Big Bash leagues, while generating consented audience data and supporting sponsor activations, campaign strategy and new digital commercial inventory.
“Komo gives us one platform that works in venue, on broadcast and across our digital offerings such as CricketPlus so that we can offer fans experiences worth taking part in, understand more about what they respond to, and give our commercial partners real engagement to point to.” – Annie Clare, Senior Manager Martech and Capability, Cricket Australia
“The audience is there, the reach is enormous. What every major sport is now working out is how much it actually knows about its audience because knowing a fan makes it possible to drive greater personalised experiences as well as measurable ROI for the sponsors.”
“Participation is the most reliable way to gather those insights and that’s the job we’re taking on with Cricket Australia. Give people something genuinely worth taking part in and they’ll tell you who they are, willingly. Fans take part, the sport gets to know them, and that turns into commercial value Cricket Australia can grow.” – Joel Steel, Co-Founder and Chief Executive, Komo Technologies
BBL: Melbourne Stars add Old El Paso and extend Greenworks partnership
The Melbourne Stars have strengthened their commercial portfolio ahead of the 2026/27 season, adding Old El Paso as a new multi-year partner while extending and expanding their relationship with Greenworks Australia.
Old El Paso joins Melbourne Stars as Platinum Partner
Old El Paso has joined the Melbourne Stars as a new Platinum Partner and Official World Food Partner in a multi-year agreement covering the club’s BBL and WBBL teams from the 2026/27 season. The brand will feature across match days, team apparel, digital content and community activations, including the club’s annual Family Day.
“We’re really excited to be welcoming Old El Paso™ to the Melbourne Stars family.”
“Old El Paso™ is a brand that knows how to bring colour, flavour and fun to family occasions, and ‘The Crunch is Calling’ is a natural fit with the noise, energy and excitement of Stars match days.”
“We’re looking forward to working together to deliver great experiences for our fans across the MCG, Junction Oval, community events and our digital channels.” – James Rosengarten, General Manager, Melbourne Stars
“At Old El Paso™, we’re all about bringing people together through food, fun and shared experiences.”
“’The Crunch is Calling’ celebrates those irresistible moments that bring people together – from a huge six or a game-changing wicket to the crunch of a taco shared with family and friends over a mexican inspired meal.”
“Cricket has such a special place in Australian summers, and we’re excited to partner with the Melbourne Stars to create more memorable moments for fans and families across the BBL and WBBL seasons.” – Surini Perera, Marketing Director, General Mills ANZ
Greenworks extends Melbourne Stars partnership for two seasons
Greenworks Australia has extended its Melbourne Stars partnership for another two seasons after first joining ahead of BBL|15. Greenworks will remain a Premier Partner and become the club’s Official Powered Gardening Equipment Partner across its BBL and WBBL teams, with branding on playing helmets, caps and selected training apparel alongside match-day, digital and fan activations.
“We’re really excited to be extending our partnership with Greenworks Australia for another two seasons.”
“Greenworks is an innovative brand with strong Victorian roots and values that align closely with the Melbourne Stars.”
“After a positive first season together, we’re looking forward to expanding the partnership across both our BBL and WBBL teams and creating more opportunities for Greenworks to connect with our members and fans.” – James Rosengarten, General Manager, Melbourne Stars
“We’re proud to extend our partnership with the Melbourne Stars and strengthen our involvement across both the BBL and WBBL programs.”
“The Stars provide a fantastic platform to showcase the performance, versatility and sustainability benefits of Greenworks products to cricket fans across Victoria and Australia.” – Adam Duggan, Managing Director, Greenworks Australia
Franchise Leagues: CPL partners with Sportsnection for 2026 trading card collection
The Caribbean Premier League is expanding its fan engagement offering through a new partnership with Sportsnection, introducing a limited-edition trading card collection built around the 2026 CPL season.
CPL and Sportsnection launch 2026 trading cards
The Republic Bank Caribbean Premier League has partnered with cricket trading card company Sportsnection to produce a limited-edition collection for the 2026 season. The 124-card set will feature all 119 players across the seven CPL teams, four WCPL players and a checklist card, with approximately one in seven cards carrying a holographic layer. Cards will be sold at CPL stadiums and online, while the league will also hold a giveaway for children under 12 during the Knockouts & Finals rounds at Kensington Oval.
“We have seen how other sports leagues utilize sports trading cards to engage with the younger audience, and we wanted to test it with our CPL fan base in the same way. We are very excited about the potential of these trading cards for this season and in the future, and appreciate Sportsnection’s partnership with us.” – Francois Vainker, Head of Media Partnerships and Business Development, CPL
“We see this partnership with the CPL as one more step to accomplish our mission of creating the connection between athletes and their fandom.”
“We’ve seen the clamor for our Sportsnection All-Stars of Cricket series of cards, featuring the heroes and greats of the game, and now we are bringing that excitement to cricket leagues and teams around the world.” – Omar Khokhar, Founder, Sportsnection
“Cricket is the second most popular sport in the world, and our goal is to help cricket leagues and teams better engage with their fan base. Cricket fans are craving additional engagement with their favorite teams and players that sports leagues around the world have been enjoying for years through collecting, trading, owning, buying and selling trading cards of their favorite players.” – Edward Gold, CEO, Sportsnection
Endorsements: Rahul Dravid and MS Dhoni land new brand roles
Indian cricket greats Rahul Dravid and MS Dhoni added new commercial associations this week, with Dravid becoming the face of Vijay Sales and Dhoni combining an ambassadorial role with a strategic investment in AI-powered English-learning platform SpeakX.
Vijay Sales appoints Rahul Dravid as brand ambassador
Consumer electronics retailer Vijay Sales has appointed Rahul Dravid as its brand ambassador, with the former India captain and head coach set to feature in a 360-degree campaign spanning television, digital and social media, retail stores, and category-led and festive campaigns throughout the year. The partnership is built around Vijay Sales’ “Delivering Apnapan” brand proposition.
“Vijay Sales has always been built on relationships, not transactions. Understanding what a customer needs, offering the right advice and being there long after the purchase – that sense of trust and apnapan has defined us for over five decades. Rahul Dravid represents these values with an authenticity that people across India connect with, making him the most natural partner to represent the brand as we enter our next phase of growth.” – Nilesh Gupta, Director, Vijay Sales
“Some brands become part of people’s lives not simply because of what they sell, but because of the trust they build. Vijay Sales has shared that relationship with families for decades, and I particularly connect with the simplicity and warmth behind ‘Delivering Apnapan.’ I am delighted to associate with Vijay Sales and look forward to being part of its journey ahead.” – Rahul Dravid
MS Dhoni joins SpeakX as strategic investor and brand ambassador
MS Dhoni has joined AI-powered English-learning platform SpeakX as a strategic investor and brand ambassador, with financial terms and his equity stake undisclosed. Dhoni fronts the platform’s new “Muh Khol, English Bol” digital campaign and will also be integrated into the SpeakX app, welcoming users and encouraging learners at key milestones.
“SpeakX was built around a simple belief: people shouldn’t be held back by their spoken English from participating fully in the lives they are building. Most Indians have studied English for years but often haven’t had the space to practise speaking without the fear of being judged. ‘Muh Khol, English Bol’ brings this idea to life in a simple, relatable and human way, encouraging people to take that first step. MS Dhoni brings his natural confidence and energy to the campaign, and his investment in SpeakX and role as Brand Ambassador is a strong endorsement of both the problem we’re solving and the opportunity ahead.” – Arpit Mittal, Chief Executive Officer and Founder, SpeakX
“Confidence doesn’t come from knowing more; it comes from putting yourself out there, practising and doing it again. I liked how this campaign brings that very real insight to life in a simple and relatable way. SpeakX gives people a space to practise English speaking and build confidence in real-life situations. I’m happy to be part of the journey and encourage learners as they make progress in the app.” – MS Dhoni, Brand Ambassador and Investor, SpeakX
Domestic: Lions Cricket adds Hollywoodbets as YesPlay takes Newlands naming rights
South African domestic cricket secured two significant commercial agreements, with Lions Cricket partnering with Hollywoodbets ahead of the 2026/27 season and YesPlay signing a four-year Western Province Cricket Association deal covering Newlands and the newly launched Western Province Cobras identity.
Lions Cricket partners with Hollywoodbets
Lions Cricket has entered a partnership with Hollywoodbets ahead of the 2026/27 season, bringing the South African brand into the Lions’ commercial portfolio. The partnership will include a presence at the Wanderers alongside community and grassroots development initiatives, with further fan engagement activities and joint programmes to be announced.
“We are extremely proud to partner with a fellow South African company—one that shares our commitment to making a genuine and lasting impact. Together, we will strive to inspire and influence communities far beyond the game of cricket, creating opportunities and leaving a legacy that extends well beyond the boundary ropes.” – Jono Leaf-Wright, Chief Executive Officer, Lions Cricket
“We are incredibly proud to partner with Lions Cricket and strengthen Hollywoodbets’ support of South African cricket. The Wanderers is one of the world’s most iconic cricket grounds, and we are thrilled to establish a strong presence at ‘The Bullring’, particularly with major international tours ahead. Beyond the stadium, we look forward to working with Lions Cricket through the Hollywood Foundation to support grassroots development, make a meaningful impact in communities across Gauteng, and playing our part in the growth of cricket in South Africa.” – Devin Heffer, Brand and Communications Manager, Hollywoodbets
YesPlay takes Newlands and Western Province Cobras title sponsorship
YesPlay has become title sponsor of Newlands Cape Town and the Western Province Cobras as part of a four-year partnership with the Western Province Cricket Association. The stadium will become YesPlay Newlands, while the new YesPlay Western Province Cobras professional identity brings the province’s men’s and women’s teams together under one brand. The partnership will also support investment in the venue’s supporter and visitor experience.
“Being part of this pivotal moment in the next chapter of Western Province Cricket is something we’re incredibly proud of. The new identity for Newlands and the launch of the Western Province Cobras represent a powerful combination of heritage, ambition and opportunity.”
“For YesPlay, this is about more than putting our name on a stadium. It is about helping create new experiences, new memories and new reasons for people to connect with a place that already means so much to so many.” – Tebogo Makamo, Chief Executive Officer, YesPlay
