Commercial activity remained strong across the global cricket landscape this week, with national boards, domestic competitions, franchise leagues and brands announcing a wide range of strategic partnerships, sponsorship renewals and endorsement deals. Highlights included Cricket West Indies advancing its transformation and infrastructure ambitions through new strategic partnerships, Lions Cricket securing long-term commercial agreements focused on community development and sports tourism, and Sachin Tendulkar joining agricultural solutions company SML as a long-term brand ambassador. Elsewhere, women’s cricket attracted further commercial investment, Zimbabwe Cricket extended a major national team sponsorship, and county clubs continued to strengthen their commercial ecosystems through new business partnerships.
England: County clubs deepen commercial partnerships through business and operational support
English county clubs continued to strengthen commercial relationships with partnerships focused on business networking and operational services. Leicestershire County Cricket Club secured a new sponsorship for its Foxes Connect networking series, while Durham Cricket expanded its relationship with Shrewd HR through an official HR partnership.
Leicestershire County Cricket Club partners with The 55 Group
The 55 Group has become an Official Partner of Leicestershire County Cricket Club and the headline sponsor of the Club’s Foxes Connect business networking series. The partnership also includes branding, hospitality, marketing opportunities and event promotion throughout the season.
“We are delighted to partner with Leicestershire County Cricket Club and become the headline sponsor of Foxes Connect. The networking series provides an excellent platform to connect with businesses from across the region, and we’re excited to support an initiative that helps strengthen the local business community while working closely with the Club.” — Chris Webb, Managing Director, The 55 Group.
“We are pleased to welcome The 55 Group to the Club as an Official Partner. Their support of Foxes Connect will help us continue to deliver high-quality networking events for our business community, while creating valuable opportunities for collaboration both on and off the field. We look forward to working together and developing a successful partnership.” — Charlie Bannister, Head of Commercial, Leicestershire County Cricket Club.
Durham Cricket strengthens partnership with Shrewd HR
Shrewd HR has expanded its relationship with Durham Cricket by becoming the Club’s Official HR Partner. The consultancy will provide retained on-site HR support, strategic HR guidance and management training, while also renewing its player sponsorship of Matthew Potts and Mady Villiers.
“Durham has always been home for us, so building a long-term partnership with Durham Cricket feels incredibly meaningful. What started as sponsorship has grown into a trusted working relationship, and we’re proud to support the club as its official HR partner. Our wider aim is to continue supporting organisations across County Durham and the North East with practical, high-quality HR that genuinely works for the people involved.” — Martin Potts, Director, Shrewd HR.
“Shrewd HR has become a valued partner for the club. Their on-site support, understanding of our environment and focus on developing our managers has given us confidence that our people matters are being handled consistently and professionally.” — Ian Dawson, Finance Director, Durham Cricket.
Franchise leagues: Women’s cricket secures landmark title sponsorship as regional brands invest
The commercial momentum behind women’s franchise cricket continued with the Women’s Caribbean Premier League securing a new title sponsor. Limacol has returned to Caribbean cricket by becoming the title sponsor of the tournament, reinforcing its long-term association with the sport.
Limacol becomes title sponsor of the Women’s Caribbean Premier League
Limacol has become the title sponsor of the Women’s Caribbean Premier League (WCPL), with the competition to be branded as the Limacol WCPL. The partnership includes branding across broadcasts, stadium signage, player kits and official tournament communications.
“This partnership reflects everything the WCPL stands for – pride, performance, and Caribbean excellence. Having a brand as beloved and as deeply rooted in the region as Limacol join us as title sponsor is a tremendous vote of confidence in the growth of women’s cricket across the Caribbean.” — Ravina Shankar, Business Operations Director, Caribbean Premier League.
“Limacol is a deeply Caribbean brand, used for generations by families across the region. When we heard WCPL was without a title sponsor we felt it was the right thing to get involved. Limacol is proud to have been the founding Title Sponsor of Men’s CPL and we are now equally proud that the premier women’s event will be called the Limacol WCPL. The development of women’s sport in the region is important and Limacol WCPL is the most ambitious women’s sports event attempted in the Caribbean. Enjoy the cricket and refresh with Limacol, the freshness of a breeze in a bottle.” — Limacol Representative.
National boards: Infrastructure, transformation and long-term partnerships drive strategic investment
National cricket boards continued to secure strategic partnerships spanning infrastructure development, commercial transformation, domestic competitions and national team sponsorships. The agreements highlight a growing focus on long-term investment, governance, high-performance facilities and the continued growth of the women’s game.
Cricket West Indies explores partnership with China for High-Performance Campus
Cricket West Indies (CWI) is exploring a partnership with the People’s Republic of China to support the development of its planned High-Performance Campus at Coolidge Cricket Ground, including potential involvement from Chinese enterprises in the design, construction and supply of the project.
“The development of our High-Performance Center and other facets of the Cricket West Indies Campus represents one of the most significant strategic investments in the future of West Indies cricket. We are committed to creating a world-class environment where our players, coaches and administrators can excel while positioning the West Indies as a hemispheric centre for cricket excellence.”
“Our discussions with Her Excellency Ambassador Jiang Wei demonstrate the value of international partnerships in helping us realise this vision. We look forward to exploring opportunities that can benefit both West Indies cricket and the continued global growth of the game.” — Chris Dehring, Chief Executive Officer, Cricket West Indies.
“We are pleased to see that Chinese enterprises and Chinese equipment have opportunities to participate in the construction of the CCG high-performance center, and we look forward to expanding cooperation with the CWI.” — Her Excellency Jiang Wei, Ambassador of the People’s Republic of China to Antigua and Barbuda.
Cricket West Indies appoints Teneo as strategic advisor
Global advisory firm Teneo has entered a strategic advisory engagement with Cricket West Indies to support the governing body’s organisational, financial and commercial transformation.
“The West Indies brand is one of the most powerful and recognisable in world sport. We need to engage partners who understand how to translate that kind of brand power into long-term operational strength. Teneo brings that experience, having advised some of the most iconic names in global sport, such as Manchester United.”
“Importantly, this engagement gives us an independent, external lens on the work we have already begun, testing our thinking, and ensuring we are building on the soundest possible foundation. This is a natural next step in the broader transformation agenda of our 2024-2027 Strategic Plan.” — Chris Dehring, Chief Executive Officer, Cricket West Indies.
“Cricket West Indies is far more than a sporting organisation. It is a symbol of Caribbean pride, identity and achievement that has brought our region together for generations. We are honoured to have been invited to support Cricket West Indies and look forward to working closely with its leadership, stakeholders and partners as they continue to build for the future.” — Brian Glasgow, CARICOM Chairman, Teneo.
“Cricket West Indies has already undertaken significant work in developing its plans for the future, and we are excited to bring our experience in organisational, financial and commercial advisory services to support that journey. Our focus will be on helping strengthen the foundations for long-term success so that Cricket West Indies can continue to invest in the game, create opportunities for future generations and maximise the potential of one of the most recognised brands in world sport.” — David Collins, Managing Director, Teneo.
Inspire becomes title sponsor of Dutch women’s domestic competitions
Inspire has become the title sponsor of the KNCB’s Women’s Topklasse and Women’s T20 Topklasse domestic competitions.
“At Inspire, we strongly believe that women’s cricket in the Netherlands is at a turning point. The talent and enthusiasm are already there. What is needed is consistent visibility, meaningful opportunities to compete, and organisations willing to invest in the women’s game. We have seen this first hand through our own women’s tournaments, where the response from players and communities has been overwhelming. Partnering with the KNCB is a natural extension of that commitment, ensuring that women cricketers in the Netherlands have the platform, the recognition, and the stage they truly deserve.” — Anurag Patankar, Co-Founder, Inspire.
“It’s great to see Inspire stepping into women’s cricket through this sponsorship. At the KNCB, we are fully committed to growing the women’s game across the Netherlands and creating more opportunities for girls and women to get involved in cricket at every level. Partnerships like this play a crucial role in helping us achieve those ambitions. Inspire’s support not only provides valuable resources, but also demonstrates a shared belief in the potential and future of women’s cricket. We are excited to work together to accelerate the growth of the game and inspire the next generation of female cricketers in the Netherlands.” — David Woutersen, Domestic Cricket Director, KNCB.
Mukuru extends Zimbabwe Cricket partnership through 2027
Mukuru has renewed its partnership with Zimbabwe Cricket until December 2027 and will continue as the front-of-jersey sponsor of the Zimbabwe Senior Men’s National Cricket Team across all international formats.
“This renewal is about more than sponsorship visibility. It is about investing in a partnership that brings communities together, celebrates Zimbabwean excellence and creates meaningful connections with fans.”
“As Zimbabwe prepares to co-host the 2027 ICC Men’s Cricket World Cup, we are excited to continue working alongside Zimbabwe Cricket.”
“The Road to the World Cup presents a unique opportunity to inspire the next generation of cricketers, deepen fan engagement and strengthen the bond between Zimbabweans at home and across the diaspora.”
“Zimbabwe has been part of Mukuru’s story for more than two decades, and this partnership reflects our confidence in the country’s future.”
“Cricket has a unique ability to unite people across borders, aligning perfectly with Mukuru’s purpose of connecting communities through trusted financial services.” — Kevin Nyakotyo, Spokesperson, Mukuru.
“We are delighted to extend our partnership with Mukuru, a proudly African brand that shares Zimbabwe Cricket’s vision for growth, excellence and meaningful community impact.”
“Their continued support comes at a defining moment for Zimbabwean cricket as we build towards hosting the ICC Men’s Cricket World Cup in 2027.”
“This renewed commitment gives us confidence to continue investing in the game, strengthening our national teams and creating memorable experiences for our supporters, while showcasing Zimbabwe on one of cricket’s biggest stages.” — Givemore Makoni, Managing Director, Zimbabwe Cricket.
Endorsements: Cricket icons continue to attract long-term partnerships across key industries
Leading cricket personalities continued to strengthen their commercial portfolios with long-term endorsement agreements across the agriculture and insurance sectors. Sachin Tendulkar and Sourav Ganguly were both appointed as brand ambassadors as companies looked to leverage their trust, credibility and nationwide appeal.
SML appoints Sachin Tendulkar as brand ambassador
SML has appointed Sachin Tendulkar as its brand ambassador under a long-term partnership to strengthen the agricultural solutions company’s brand presence and engagement with farmers across India.
“The future of agriculture will be shaped by ideas that combine innovation with purpose. It is encouraging to see SML working towards solutions that can empower farmers and contribute to a more sustainable future.” — Sachin Tendulkar.
“The Indian agri-input industry is undergoing a significant transformation. Beyond product innovation, farmer confidence, channel trust, and corporate credibility are emerging as key differentiators in driving long-term growth. Sachin Tendulkar represents values that resonate deeply with SML — trust, excellence, consistency, and performance. His enduring credibility across rural and urban India makes him a natural fit for our brand and our vision for the future.”
“As SML enters its next phase of growth, this partnership reinforces our commitment to innovation, sustainability, and delivering high-performance agricultural solutions that empower farmers and contribute to India’s agricultural progress.” — Bimal Shah, Managing Director, SML.
InsuranceDekho appoints Sourav Ganguly as brand ambassador
InsuranceDekho has appointed Sourav Ganguly as its brand ambassador to support the insurtech platform’s advisor-led growth strategy and expand its nationwide insurance advisor network.
“InsuranceDekho is built on the belief that India’s insurance advisors are the backbone of financial protection for crores of families, especially in Bharat. Sourav Ganguly embodies the fearless, ambitious spirit that we see in our advisors every day. With ‘Khul Kar Khelo’, we’re telling every advisor across the country: the platform is ready, the opportunity is real, now play your biggest game.” — Ankit Agrawal, Founder and Chief Executive Officer, InsuranceDekho.
“InsuranceDekho’s mission to put a real financial safety net in the hands of every Indian family deeply resonates with me. I’m proud to stand with the advisors who are making that happen every day. I’ve always believed that fearlessness is what separates those who play it safe from those who build something lasting.” — Sourav Ganguly.
Domestic: Long-term partnerships strengthen community impact, tourism and emerging cricket properties
Domestic and franchise organisations continued to expand their commercial portfolios through long-term partnerships focused on community development, sports tourism and emerging cricket properties. Lions Cricket secured two strategic partnerships, while the Global e-Cricket Premier League expanded its franchise ownership group ahead of Season 3.
Lions Cricket renews partnership with ENZA Construction
ENZA Construction has renewed its partnership with Lions Cricket for a further five years, continuing its support of the organisation’s teams, community cricket initiatives, facilities development, bursaries and the ENZA Men’s Premier League.
“We at Lions Cricket are genuinely grateful to walk our journey with the entrepreneurial, innovative and energetic Crowie brothers who founded and continue to lead Enza Construction. This will be a minimum ten-year partnership – a true reflection of ENZA’s care for community and devotion to upliftment, further building upon the sterling work done to date, which excites us tremendously. Big things are building with ENZA Construction so watch this space.” — Jono Leaf-Wright, Chief Executive Officer, Lions Cricket.
“Our partnership with Lions Cricket reflects Enza Construction’s commitment to building more than infrastructure; we are committed to building opportunities, communities and futures. Over the past five years, we have seen the positive impact that sport can have on young people’s lives, and we are proud to extend this partnership for a further five years. Through initiatives such as the ENZA Bursary and the development of community cricket facilities, we look forward to creating lasting value and empowering the next generation of talent both on and off the field.” — Clinton Crowie, Chief Executive Officer, ENZA Construction.
Global e-Cricket Premier League adds Sonu Nigam and Scout as franchise owners
The Global e-Cricket Premier League has expanded its franchise ownership group with Sonu Nigam becoming owner of Kolkata Hawks and Scout (Tanmay Singh) becoming owner of Gujarat Wolves ahead of Season 3.
“Every season, GEPL has widened the circle of people who believe in what we are building, and Season 3 takes that to the next level. We are delighted to welcome Sonu Nigam, one of India’s legendary cultural icons, and Scout, a pioneer who has helped shape the country’s esports landscape, as franchise owners for Season 3. Their association reflects how music & esports is evolving into mainstream entertainment and attracting leaders who have built deeply engaged communities of their own. As GEPL continues to grow, our ambition is to build one of India’s most distinctive Sports IPs – one that not only creates opportunities for Indian athletes but also establishes a homegrown league with global relevance.” — Rajan Navani, Chairman, JetSynthesys.
“Music and sports have always found ways to bring people together, and GEPL feels like a natural extension of that. I am excited to own the Kolkata Hawks and be part of a platform that is redefining how young India engages with cricket. My aim is to build a team that gives emerging talent, a stage to be seen and heard.” — Sonu Nigam, Owner, Kolkata Hawks.
“My association with GEPL is a chance to give back to the community which has backed me from the start, and to build a team that reflects the discipline and hunger I have always believed the Indian esports scene has in abundance. My focus will be on nurturing grassroots talent, giving aspiring players the platform and belief they need to see esports as a genuine career, not just a passion project.” — Tanmay Singh (Scout), Owner, Gujarat Wolves.
“The calibre of ownership joining GEPL Season 3 is a clear signal of how far the league’s footprint has traveled. Sonu Nigam extends our reach into mainstream entertainment audiences while Scout brings deep credibility within India’s gaming community. Additions like these strengthen GEPL’s foundation as a serious, sustainable pillar of India’s growing esports ecosystem.” — Jogesh Lulla, Senior Vice President – JetSynthesys Sports.
Lions Cricket partners with Joburg Tourism Company
Lions Cricket has entered a three-year destination marketing partnership with the Joburg Tourism Company to promote sports tourism, enhance fan experiences and drive economic growth in Johannesburg.
“We are incredibly fortunate to be based at the very heart of the City of Gold, surrounded by passionate and driven people, exceptional resources and enormous potential. When you combine everything Johannesburg has to offer with our iconic home at the DP World Wanderers Stadium, this partnership not only makes perfect sense, but is filled with the potential to impact, empower and inspire – and that’s exactly what #ThePrideOfJozi stands for. Together with Joburg Tourism, we will continue to uplift the communities we serve because we know that the fan experience extends far beyond the boundary ropes – cricket is so much more than just a game. We want powerful storytelling, meaningful media engagement, continued investment in infrastructure and visitor readiness, and to continue to create a welcoming, memorable atmosphere ensuring that Johannesburg remains the destination of choice.” — Jono Leaf-Wright, Chief Executive Officer, Lions Cricket.
“Through joint online and offline marketing, Joburg Tourism will enhance Johannesburg’s reputation as a vibrant, world-class destination. We look forward to building on the successes achieved together and to delivering even greater value for the city and its communities – while continuing to foster meaningful connections with local and international audiences.” — Thandubuhle Mgudlwa, Chief Executive Officer, Joburg Tourism Company.
