This week in cricket’s commercial universe, the spotlight falls on marquee global players and elite domestic competitions alike. Coca-Cola India takes center stage with a dynamic dual-brand activation — Thums Up XForce and BodyArmor Lyte ORS — for the ICC Women’s World Cup 2025, amplifying the tournament’s reach and cultural relevance. Jasprit Bumrah adds international prestige to his growing portfolio as the face of Ralph Lauren’s Polo 67 in India, blending sporting discipline with luxury style. Meanwhile, the Big Bash League surges ahead with a wave of new and extended deals — from Oaks Hotels and Old El Paso to Homestar Finance and GWM — reinforcing the tournament’s status as a powerhouse platform for fan engagement, family-friendly branding, and long-term investment across both BBL and WBBL.
ICC and National Boards: Coca-Cola India Fuels ICC Women’s World Cup 2025 with Dual-Brand Sponsorship Strategy
With Thums Up XForce and BodyArmor Lyte ORS at the forefront, Coca-Cola India is backing women’s cricket in a bold, multi-brand play for cultural relevance, hydration leadership, and fan connection during the sport’s biggest global event in 2025.
Coca-Cola India unveils Thums Up XForce and BodyArmor Lyte ORS as beverage and hydration partners for Women’s World Cup
Coca-Cola India has deepened its long-standing relationship with the International Cricket Council (ICC) by announcing Thums Up XForce as the official beverage partner and BodyArmor Lyte ORS as the official hydration partner of the ICC Women’s Cricket World Cup 2025. The activation will span across match venues in Guwahati, Indore, Vizag, and Navi Mumbai, bringing both functional and emotional brand engagement to players and fans alike.
“For us, the ICC Women’s Cricket World Cup 2025 is an opportunity to strengthen consumer connections and create lasting value for our partners and retailers,” said Sundeep Bajoria, Vice-President, Coca-Cola India. “By bringing our portfolio to millions of fans and athletes, we are not only supporting the game on the ground but also creating moments that make cricket a shared experience nationwide.”
This dual-brand strategy draws on Coca-Cola’s legacy in sports marketing while placing a sharp focus on the growth of women’s sport in India. Thums Up XForce brings boldness and cultural resonance, while BodyArmor Lyte ORS targets high-performance hydration and athlete well-being.
“Women’s sports in India are at an inflection point, drawing new audiences and shaping how the next generation experiences cricket,” said Shantanu Gangane, IMX Lead, Coca-Cola India and South West Asia. “Thums Up XForce and BodyArmor Lyte ORS bring complementary strengths… Together, they allow us to engage fans not just as spectators, but as participants in a larger movement where sport, culture, and brands converge.”
This campaign builds on Coca-Cola India’s long history of supporting elite sports — including prior ICC events, the Olympics, and Paralympics — and positions the Women’s World Cup as both a commercial and cultural turning point for cricket in the region.
BBL: Major Brands Light Up Big Bash as Clubs Lock in High-Impact Commercial Deals Ahead of 2025/26 Season
From finance to food, hotels to sustainability, BBL clubs across Australia are building strong sponsorship momentum heading into the new season. This past week saw a wave of fresh signings and strategic extensions, with legacy brands doubling down on cricket and newcomers entering the sport for the first time. From Western Sydney to the MCG, sponsors are investing in both elite performance and grassroots impact — setting the tone for what could be one of the BBL’s most commercially successful seasons yet.
Homestar Finance expands as Principal Partner of Sydney Thunder WBBL team
In a significant show of support for women’s cricket, Homestar Finance has been named the new Principal Partner of the Sydney Thunder WBBL team, building on an eight-year association with the Thunder’s BBL side. The housing finance provider, part of ColCap Financial Group, continues its mission of backing ambition in Western Sydney — both in sport and property.
“We’re thrilled to have the opportunity to upgrade our partnership with the WBBL,” said Andrew Chepul, Co-Founder and CEO of ColCap. “With stars like 22-year-old captain Phoebe Litchfield due to be at the crease again, we’re looking forward to supporting potential and the future of women’s cricket.”
The partnership includes strong grassroots engagement, including the “oversized cricket ball challenge” for local junior clubs and a “Quiz for a Cause” mobile activation that donates cricket balls to community clubs with every fan interaction.
“Having Homestar Finance as Principal Partner across both our WBBL and BBL teams is a proud moment for Sydney Thunder,” said GM Trent Copeland. “Their support goes far beyond the logo on our shirts.”
GWM enters cricket with multi-year partnership across Sydney Thunder and Sydney Sixers
Automotive manufacturer GWM has signed its first-ever cricket sponsorship, securing a multi-year deal as Co-Major Sponsor of Sydney Thunder and Automotive Sponsor of the Sydney Sixers. The deal brings GWM branding to Thunder kits, fan activations, big-screen stadium integrations, and community outreach across New South Wales.
“Cricket is at the heart of Australian culture,” said John Kett, CEO, GWM Australia & New Zealand. “This partnership reflects our long-term commitment to engaging and supporting fans, players, families and communities.”
The sponsorship supports GWM’s wider strategy to grow its footprint in Australian sport, complementing its recent announcement as major sponsor of AFL club Richmond from 2026. For the clubs, the deal enhances game-day experiences and deepens community ties.
“GWM’s support will help us nurture internationally renowned talent,” added Thunder GM Trent Copeland.
Sixers GM Rachael Haynes also praised the alignment of values between the brand and the club’s ethos.
Carnival Cruise Line renews partnership with Sydney Thunder for two more BBL seasons
After a successful debut season, Carnival Cruise Line has renewed its role as Official Partner of Sydney Thunder for two additional BBL seasons. The partnership continues to emphasize family fun and unforgettable experiences — both in the stands and at sea.
“We’re delighted to extend our partnership with Carnival Cruise Line,” said Thunder GM Trent Copeland. “Carnival’s commitment to fun, family and creating unforgettable experiences aligns perfectly with what we aim to deliver.”
“Whether it’s bringing joy to fans in the stands or guests on our ships, our mission is the same,” added Anton Loeb, Senior Director of Sales & Marketing, Carnival Cruise Line. “We look forward to making the next two seasons even bigger.”
A marquee promotion tied to the renewal includes a fan competition for an eight-night Tasmanian cruise aboard Carnival Adventure, departing Sydney in November 2025.
Melbourne Stars sign three-year sustainability partnership with VicReturn
The Melbourne Stars have partnered with Victoria’s Container Deposit Scheme (CDS Vic) and VicReturn to drive a sustainability-first agenda across the club’s operations and fan engagement. The three-year deal aligns with the Stars’ “Team Green” initiatives and launched during Green Sports Day 2025.
All funds from container refunds collected at matches will be donated to the Cricket Victoria Foundation, supporting programs to make cricket more accessible. Local clubs are also encouraged to register and benefit from container refunds.
“This partnership will increase our capability to make a positive environmental impact in our community,” said Stars GM Max Abbott. “Not only are we reducing waste… we’re also raising funds for community cricket.”
“Together, we’re not only protecting the planet, but also giving local cricket clubs a simple, sustainable way to fundraise,” added Marianne Doyle, interim CEO, VicReturn.
Brisbane Heat team up with Oaks Hotels in three-year accommodation and fan experience deal
Minor Hotels Australasia has signed a three-year deal with the Brisbane Heat and Queensland Cricket, naming Oaks Hotels, Resorts & Suites as the club’s Preferred Hotel Partner. The partnership will serve players, fans, and families through accommodation, match activations, and the “stay and play” ticketing offer.
“Working with an international hotel partner like Minor Hotels… is a significant win for the Heat,” said Pete Lock, GM – Commercial, Marketing & Corporate Affairs. “It helps the Heat with our key focus of bringing families together every season.”
Oaks will also serve as Presenting Partner of the Heat’s Festive Bash match at The Gabba on December 27. Heat players (BBL and WBBL) will stay at Oaks properties across Brisbane throughout the season.
“This partnership goes beyond the field,” added Craig Hooley, COO, Minor Hotels. “It’s about inspiring connection and adventure that continues long after the game.”
Old El Paso™ brings flavour to the Melbourne Renegades with playful one-year partnership
The Melbourne Renegades have spiced up their BBL and WBBL season with a one-year deal naming Old El Paso™ as Official Platinum Partner (BBL) and Official World Food Partner. The partnership brings signature food-based fan activations, including takeover of the Renegades Fan Cam and the launch of a playful “Hard vs. Soft Taco” in-stadium vote.
“We’re proud to partner with Melbourne Renegades, a club that shares our strong sense of community and connection,” said Surini Perera, Marketing Director ANZ, Old El Paso™.
“Both Old El Paso™ and the Renegades create and celebrate memorable moments,” added Renegades GM James Rosengarten. “Together we’ll do just that with our fans.”
The Old El Paso™ logo will feature on the BBL squad’s sleeve, tying food and cricket into a season-long campaign of fun, connection and family engagement — with perfect timing for summer.
Domestic Cricket: Long-Term Partnerships and Grassroots Investments Strengthen Domestic Cricket Foundations
From South Australia to South Africa, franchise and domestic systems are locking in deep, strategic partnerships that go well beyond surface-level sponsorship. Whether it’s a 65-year legacy renewed in Adelaide or a facilities-focused grassroots initiative in Johannesburg, these partnerships signal a growing emphasis on long-term value, community roots, and development pathways — reaffirming the central role cricket plays in local identity and social impact.
Lion and SACA toast four more years of iconic partnership
The South Australian Cricket Association (SACA) has announced a four-year extension of its landmark partnership with Lion, the beverage company behind brands like West End and Hahn. This partnership — now entering its 65th year — is one of the longest-running in Australian sport and will continue to support South Australia’s men’s and women’s teams as well as the Adelaide Strikers in both the BBL and WBBL.
“It’s very rare to be celebrating 65 years of continuous alignment,” said SACA CEO Charlie Hodgson. “Yet we remain strongly united by a passion for South Australian cricket, community and a relentless pursuit of excellence.”
The renewed deal ensures Lion’s brands will continue to feature on player kits and off-field apparel, retain naming rights to the Men’s SACA Premier Cricket competition, and bring back the popular West End Deck fan zone at Adelaide Oval during Strikers matches.
“A post match beer is a ritual all players and fans can enjoy, and we’re thrilled that Lion brands will continue to be the beer of choice in those moments,” added Karli Dabrowski, Lion’s State Sales Manager SA.
Lions Cricket and Servest launch game-changing facilities deal across Johannesburg club network
Lions Cricket and Servest have entered into a three-year partnership to maintain and upgrade 21 cricket fields used by 17 community clubs across Johannesburg. The initiative includes weekly maintenance, seasonal treatment, and ongoing monitoring — ensuring consistent playing conditions and fewer match-day disruptions.
“This collaboration represents a real investment in the future of South African cricket,” said Lions Cricket CEO Jono Leaf-Wright. “For young players in these communities, these improvements create safe, inclusive environments where skills can be developed.”
The partnership’s goal is to directly impact performance, participation, and player safety — especially in areas that have historically lacked access to quality infrastructure. Monthly assessments and quarterly reviews will track progress across all participating venues.
“These upgraded facilities will not only improve the quality of play but also inspire and nurture young talent,” said Andre Ferreira, Executive Head at Servest Landscaping and Turf. “We are hopeful that some of these players may rise to national or even international levels.”
Facilities set to benefit in the first phase include Soweto Pioneers CC, Alexandra CC, Orange Farm CC, Kagiso CC, Lenasia CC, and several others throughout Gauteng’s township and suburban areas.
“All too often, play would be paused due to pitch problems… Lions Cricket is extremely grateful for this partnership,” added Reuben Mandlazi, Cricket Services Manager for Lions Cricket.
Endorsements: Jasprit Bumrah Fronts Ralph Lauren Fragrances as Luxury Brands Embrace Sporting Icons
Luxury, lifestyle, and personal care brands continue to tap into the credibility and charisma of top cricketers — and none more so than Jasprit Bumrah, who has now added one of the world’s most iconic fashion houses to his growing endorsement portfolio.
Jasprit Bumrah named ambassador for Ralph Lauren’s Polo 67 fragrance in India
India’s premier fast bowler Jasprit Bumrah has been announced as the official face of Polo 67 Eau de Parfum, the newest launch from Ralph Lauren Fragrances in India. The partnership aligns Bumrah’s poised on-field presence and personal discipline with the brand’s ethos of “timeless elegance and authentic individuality.”
“Jasprit’s journey of perseverance and discipline, and his role as an inspiration to millions, make him the ideal partner to represent Polo 67,” said Charles-Alexandre Boczmak, General Manager, L’Oréal International Distribution SAPMENA.
“It was an honor to collaborate with them – and no less, on a fragrance campaign that’s centered around designing your dreams through determination and grit,” Bumrah said. “That is a message that really resonates with me in my cricket career and in my life.”
Managed in India by L’Oréal International Distribution, the campaign positions Polo 67 as a contemporary fragrance for modern achievers, blending athletic energy with classic sophistication. The scent combines vibrant top notes like pineapple accord and bergamot with grounded base notes of vetiver and cedarwood — reflecting the same balance of strength and control that defines Bumrah’s bowling.
This endorsement adds a high-end international brand to Bumrah’s already expansive 2025 endorsement portfolio, which includes names like Lenovo, Volkswagen, Boomer, Skechers, JadeBlue, L&T Finance, Canara HSBC Life Insurance, and more — underlining his evolution as both a sporting icon and a sought-after brand ambassador across diverse sectors.
