From multi-year sponsorship renewals to innovative digital activations and new commercial partnerships, this edition of the Global Sponsorship Roundup highlights deals shaping cricket’s commercial landscape. Betway SA20 extends its partnership with King Price Insurance, Perth Scorchers secure Westside Auto through 2027-28, and OPPO features Harsha Bhogle in its latest smartphone campaign. Elsewhere, Bangladesh Cricket Board secures its first transport sponsor, New Zealand Cricket and Sky bring live cricket to TikTok, Kookaburra extends its four-decade relationship with Cricket NSW, and new partnerships emerge across England and Nepal.
England: Sussex Cricket and Ardingly College celebrate successful first summer of partnership
Sussex Cricket and Ardingly College have completed the first summer of their collaboration, focused on expanding access to cricket facilities, supporting youth development and creating opportunities for young cricketers.
Sussex Cricket and Ardingly College strengthen youth development partnership
Sussex Cricket and Ardingly College have marked a successful first summer of their partnership, announced ahead of the 2026 season. The collaboration has included hosting the Sussex Cricket Foundation’s Early Engagement Programme Finals Day, player visits and coaching sessions, and improvements to facilities at the Foundation’s Blackstone Academy.
“It has been a very successful first year of our partnership with Ardingly College and we are looking forward to further success in the future. As the partnership grows and develops, it will see the Sussex Cricket Foundation being able to access their outstanding facilities to host our programmes and it will also see Sussex Cricket supporting students at Ardingly College with player/staff visits and/or talks to help inspire the next generation of cricketers or employees within cricket in the future.” – Gary Wallis-Tayler, Community Director, Sussex Cricket Foundation
“It has been a genuine pleasure to work with Sussex County Cricket Club over the past six months and we are excited to build on this relationship over the next year. The highlight for our pupils has been facing former England bowler and Sussex T20 captain Tymal Mills in the nets. It has also been wonderful to work closely with Sussex refurbishing Blackstone, hosting the Junior Pathway finals day and seeing Sussex players train. We have some excellent opportunities over the winter months and look forward to the relationship developing.” – Matthew King, Assistant Head of Co-Curricular, Ardingly College
BBL: Perth Scorchers extend major partnership with Westside Auto through 2027-28
Perth Scorchers have secured a two-year sponsorship extension with Westside Auto, continuing the car dealer’s support of both the men’s and women’s teams, alongside branding rights and fan engagement initiatives.
Westside Auto renews major partnership with Perth Scorchers
Westside Auto has extended its major partnership with Perth Scorchers through the end of the 2027-28 season. The agreement includes branding on the back of playing and training shirts and the front of players’ media polos, alongside matchday activations and the season-long ‘Fan of the Match’ competition at WBBL and BBL home games.
“We’re pleased to be extending our partnership with Westside Auto for a further two years.”
“The partnership helps us continue to deliver outstanding experiences for our fans on and off the field, and we’re excited to continue working together to create new opportunities over the next two seasons.”
“Westside Auto has been a valued member of the Scorchers family and we’re really looking forward to continuing what has been a true partnership.” – Kade Harvey, General Manager, Perth Scorchers
“From our own staff cheering in the stands to fans stepping onto the field after a match, we love seeing the connections this partnership creates.”
“Continuing our support of the women’s and men’s teams means we can keep building on those moments over the next two seasons.”
“Nothing says a Perth summer like the Scorchers, and as a proudly West Australian business, we’re thrilled to be part of it.” – CJ Jayasinghe, Chief Executive Officer, Westside Auto
Franchise Leagues: Betway SA20 renews King Price partnership as Nepal Telecom backs NPL
Commercial activity across other franchise leagues includes a multi-year insurance sponsorship renewal for South Africa’s Betway SA20 and a new sponsorship agreement between Nepal Telecom and the Cricket Association of Nepal for the third edition of the Nepal Premier League.
King Price Insurance extends Betway SA20 partnership
King Price Insurance has renewed its partnership with Betway SA20 for multiple seasons, continuing as the league’s Proud Insurance Partner. The agreement includes sponsorship rights to Umpire Review and DRS moments in stadiums, alongside the umpires’ pre-match walk-outs, building on activations introduced during Season 4.
“King Price took a part of the game that usually happens quietly in the background and put it front and centre, and our fans loved it. The umpires are central to every match, and the energy King Price brought to their walk-outs and review moments gave them the recognition they deserve while adding to the entertainment in our stadiums. We’re delighted to extend this partnership over multiple seasons as we head into our fifth season, and we look forward to seeing how they continue to deliver the royal treatment.” – Graeme Smith, League Commissioner, Betway SA20
“Our partnership with Betway SA20 in Season 4 gave us a brilliant opportunity to connect with fans and communities. Our brand came to life through the innovative, creative activations we ran with the match officials, which were often disruptive and fun, very much like our brand. We appreciate that our sponsorship recognises an important part of cricket that doesn’t always get the same attention as the action on the field, while allowing us to bring our distinctive voice to the League.” – De Wet van Deventer, Head of Marketing, King Price Insurance
Nepal Telecom sponsors third edition of Nepal Premier League
Nepal Telecom has signed a sponsorship agreement with the Cricket Association of Nepal (CAN) for the third edition of the Nepal Premier League (NPL), scheduled from 25 October to 21 November at the Tribhuvan University Cricket Ground in Kirtipur. The agreement was signed by Nepal Telecom Managing Director Sangita Pahadi and CAN General Manager Utsav Dhungana.
National Boards: BCB secures first transport sponsor as NZC and Sky expand free-to-air and digital coverage
National cricket boards are expanding commercial partnerships across transport, broadcasting and digital engagement. Bangladesh Cricket Board has introduced a new sponsorship category for its home international series, while New Zealand Cricket is working with Sky and WSC Sports to broaden access to live cricket through free-to-air television and TikTok.
Garibook becomes BCB’s first transport partner in Tk25 lakh agreement
Garibook has signed a Tk25 lakh agreement with the Bangladesh Cricket Board (BCB) as its first transport partner for an international home series. The deal covers Bangladesh’s upcoming two-Test series against the West Indies, with Garibook branding appearing on both teams’ buses and the sponsorship contributing towards the board’s transport expenses.
“We have tried in various ways to move forward with new partnerships, and we have secured a sponsor in a new category. Marketing carries a huge responsibility. Four or five months ago, businesses were struggling, with shortages of gas and electricity. The situation has changed over the past month.” – Masuduzzaman, Chairman of the Marketing and Commercial Committee, Bangladesh Cricket Board
“We did not get involved with cricket overnight. We had been in discussions with the cricket board for a long time, looking at how we could associate ourselves with the game and work together. Since we operate in the transport sector, the partnership was a natural fit.”
“We hope to continue working with the BCB in other ways in the future.” – Syed Rajib Hossain, Founder and Chief Executive Officer, Garibook
NZC and Sky partner with WSC Sports for free-to-air cricket and TikTok LIVE broadcasts
New Zealand Cricket (NZC) and Sky have collaborated with WSC Sports to deliver free-to-air coverage of three international T20Is and stream the first Genesis Powerplay of each match live in vertical format on NZC’s TikTok account. The initiative covers selected BLACKCAPS and WHITE FERNS matches against India, Bangladesh and Sri Lanka, with full-match coverage available through Three, Sky Open and ThreeNow.
“A key priority for NZC is engaging younger Kiwi audiences, and that means being present on the platforms they use every day.”
“TikTok is already the home to thousands of kiwi sports fans and this initiative will expose international cricket to a whole new generation of fans.”
“The powerplay is T20 cricket at its most explosive, making it the perfect bite-sized hit of international cricket for the TikTok generation.”
“We hope this initiative introduces a new generation to the BLACKCAPS and WHITE FERNS, and encourages them to watch the rest of these matches on Three and ThreeNow.” – Glenn Critchley, Chief Marketing and Commercial Officer, New Zealand Cricket
“We’re proud to work with NZC to make international cricket more accessible to New Zealanders.”
“Our free-to-air coverage on Three or Sky Open and ThreeNow, and the coverage of the first innings Powerplay on TikTok LIVE, will serve as great entry points for growing the fandom for cricket, while Sky Sport delivers every moment of the action throughout the season.”
“That’s the strength of Sky’s partnership with NZC: combining the reach of free-to-air and digital platforms with the depth of our live sports coverage to bring fans closer to the cricket they love, wherever and however they choose to watch.” – Adam Crothers, Head of Content Partnerships, Sky
“We are thrilled to help reimagine how cricket fans experience live action, with a feed built for vertical viewing on TikTok.”
“We hope the vertical view will help engage new fans ahead of another big summer of cricket in New Zealand.” – Guy Port, Head of APAC, WSC Sports
Endorsements: OPPO features Harsha Bhogle in Find X10 campaign and expands cricket sponsorship
OPPO India has strengthened its cricket marketing presence through a new campaign featuring commentator Harsha Bhogle, alongside a digital sponsorship agreement with Sony LIV for India’s tour of New Zealand.
OPPO partners with Harsha Bhogle for Find X10 campaign
OPPO India has featured cricket commentator Harsha Bhogle in its ‘There’s Always More to Find’ campaign for the Find X10 Series launch on 22 October. The campaign includes three 20-second films highlighting the smartphone’s camera capabilities, alongside in-stadium branding, digital promotions and creator collaborations around India-West Indies T20 matches. OPPO has also secured co-powered sponsorship rights on Sony LIV for India’s New Zealand tour, covering five T20Is and five ODIs, including exclusive ownership of ‘Super 6 Moments’ across mobile and connected TV.
Domestic and Franchise: Kookaburra extends four-decade partnership with Cricket NSW through 2030
Cricket NSW has secured a four-year renewal of its longstanding relationship with Kookaburra, maintaining equipment supply arrangements across domestic and youth competitions while continuing support for emerging cricketers.
Kookaburra renews Cricket NSW partnership and exclusive ball supply agreement
Kookaburra has extended its partnership with Cricket NSW through 2030, remaining an Official Partner and exclusive ball supplier for all Cricket NSW-controlled competitions, including NSW Premier Cricket, the Metro Youth Championships and Country Championships. The agreement also continues Kookaburra’s equipment support for recipients of the Basil Sellers Scholarship Program, extending a relationship spanning more than 40 years.
“Cricket NSW is delighted to extend our long-standing partnership with Kookaburra, a relationship that has been part of the fabric of cricket in New South Wales for more than 40 years.”
“Kookaburra’s match balls are used across our competitions and are integral to the delivery of the game, from McDonald’s Premier Cricket through to our key pathway tournaments.”
“The longevity of this partnership is a reflection of the trust, quality and shared commitment both organisations have to supporting cricket and creating opportunities for players throughout New South Wales.”
“We are proud to continue working alongside Kookaburra for another four years.” – Ben Hirschfeld, Chief Commercial Officer, Cricket NSW
“We’re incredibly proud to extend our long-standing partnership with Cricket NSW through to 2030. Across the last four decades, Kookaburra cricket balls have been at the centre of cricket across the state, including McDonald’s Premier Cricket, elite junior pathways, and community cricket competitions.”
“Cricket NSW has been a leader in unearthing the next generation of elite cricket talent across the country through initiatives like the Basil Sellars scholarship, and we have been proud to support countless recipients of the scholarship with world-class cricket equipment so they can perform at their best.”
“Extending our partnership with Cricket NSW highlights a shared vision of supporting the players, coaches, and countless volunteers that make our game great.” – Nicola Thompson, General Manager, Kookaburra Sport
