This edition of our Sponsorship Roundup tracks a dynamic week where cricket’s commercial footprint extended across fashion, tech, transport, and real estate. Shubman Gill’s futuristic Oakley campaign cemented his place as the new-age face of cricket-meets-culture, while Uber’s landmark deal with LA28 positioned cricket’s Olympic return alongside one of the world’s biggest mobility platforms. Meanwhile, the TNPL’s sponsorship surge via Whiteleaf Talent Management signals a growing appetite among Indian brands to invest in regional T20 ecosystems. From grassroots innovation in Ireland to Rashid Khan fronting Dubai’s property push, the game’s global business playbook is expanding faster—and bolder—than ever.
🇬🇧 ENGLAND — Regional Strength, Local Roots: County Clubs Lock in Community-Driven Sponsorships
This week’s sponsorship activity in English cricket underscores a clear trend—clubs strengthening long-term, locally-anchored partnerships that combine commercial value with deep community alignment. Lancashire and Durham Cricket Clubs have both announced deals that highlight their commitment to premium fan experiences and regional relevance. These deals are not just transactional; they are strategic collaborations built on shared values, long-term vision, and mutual trust.
🏏 Lancashire Cricket & Corinthian Sports Extend Premium Hospitality Partnership through 2030
Lancashire Cricket has signed a six-year extension with Corinthian Sports, continuing the hospitality provider’s exclusive role within The Edge at Emirates Old Trafford until 2030. Corinthian’s Pegasus Lounge, launched in 2023 as part of the club’s New Development project, was the first of its kind at a cricket venue, offering bespoke experiences on major matchdays.
Angela Hodson, Sales Director at Lancashire Cricket, praised the collaboration:
“The Pegasus lounge… has been a superb addition to our hospitality offering and we look forward to working closely alongside Corinthian to enhance the experience throughout the next six years.”
Corinthian Sports Owner, Gavin O’Callaghan, echoed the sentiment and emphasized the strength of the relationship:
“This partnership has been instrumental in delivering exceptional experiences… we’re proud to reflect on a hugely successful foundation… and are excited to accelerate on the momentum over the next six years.”
Lucas Gambel, Corinthian’s Head of New Business Manchester, added a personal touch:
“One of the reasons why I wanted to move up to Manchester… was to work with Lancashire Cricket, who have been a benchmark of excellence in delivering great events.”
This deal reinforces Lancashire’s ambition to become a leading destination for elite hospitality in UK sport.
🚗 Durham Cricket Drives Local Impact with Two-Year Croxdale Group Deal
Durham Cricket has inked a two-year sponsorship agreement with Croxdale Group, a family-owned automotive dealership with a deep footprint in the Durham region. The deal, running through the 2026 season, blends local engagement with visible branding opportunities—signage at the Riverside, and support for community-facing club events like Durham’s annual race, golf, and shoot days.
Croxdale Managing Director Anthony Rockingham emphasized the community focus:
“We are very proud to be working in partnership with [Durham] until the completion of the 2026 season… At Croxdale Group, we believe in community spirit.”
Croxdale is also providing transportation for Durham’s marquee overseas signing, Jimmy Neesham, during his 2025 Vitality Blast stint.
“It will be exciting to see this experienced player hopefully spread some magic at Durham and we look forward to welcoming him at Croxdale Group,” added Rockingham.
Durham’s Commercial Director, Tom Seymour, framed the deal as part of a broader strategy:
“This new partnership enables the club to work alongside a local car dealership who have a proud history in our region.”
This partnership delivers both practical value and deep community resonance—hallmarks of sustainable county cricket sponsorships.
🌍 OTHER FRANCHISE LEAGUES — Regional Leagues, Global Intent: Strategic Sponsorships Power Growth Across Emerging Cricket Markets
From Tamil Nadu to Guyana and beyond, franchise cricket continues to gain commercial momentum well beyond the IPL and international circuits. This week’s deals show how regional leagues and emerging properties are leveraging strategic partnerships—both local and global—to amplify fan engagement, build cultural connections, and scale visibility. Whether it’s nostalgia-driven legends tournaments or grassroots activations in rising economies, franchise cricket is proving a magnetic platform for diverse sponsorship innovation.
🇮🇳 TNPL 2025 Powered by Whiteleaf’s Brand Arsenal: Abhibus, KEI, and Surf Excel Join as Sponsors
Whiteleaf Talent Management (WLT) has emerged as a major force behind TNPL 2025’s commercial success, brokering a significant sponsorship slate featuring Abhibus, KEI Wires & Cables, and Surf Excel Matic. These high-profile additions reflect TNPL’s growing stature as one of India’s most valuable regional T20 properties.
WLT Co-founder Mohamed Asif highlighted the ambition behind the deals:
“Our goal has always been to create impactful collaborations, and this milestone is a strong testament to our network, negotiation expertise, and brand vision alignment.”
TNPL CEO Prasanna Kannan lauded WLT’s contribution to the league’s commercial evolution:
“WLT has played a pivotal role… Their commitment, strategic approach, and deep understanding of brand alignment have significantly elevated the TNPL’s value proposition.”
In addition to league sponsorships, WLT continues to expand its athlete marketing portfolio, representing Indian stars like Washington Sundar, Varun Chakaravarthy, and Titas Sadhu, reinforcing its dual strength in league and talent management.
🏏 Indian Roll Ball League Partners with West Indies Champions in a Cross-Sport Cultural Play
In a unique cross-sport initiative, the Indian Roll Ball League (IRBL) has partnered with the West Indies Champions team ahead of the World Championship of Legends (WCL) 2025, blending cricketing heritage with the rollout of Roll Ball, a homegrown Indian sport.
The partnership involves helmet branding and cultural activations, designed to introduce Roll Ball—played in over 60 countries—to global cricket audiences.
IRBL Founder Sachin Joshi called the collaboration “a step toward celebrating India’s rich sporting legacy,” while team owner Ajay Sethi described it as “a symbol of unity and sporting spirit.”
The move signals the growing trend of inter-sport partnerships using cricket’s broad appeal to amplify emerging sports globally.
🇬🇾 Local Powerhouses Energize ExxonMobil Guyana Global Super League 2025
As the ExxonMobil Global Super League (GSL) gears up for its second edition, Guyana’s leading companies have stepped up as sponsors—transforming the league into a symbol of national pride and community engagement.
The list of local sponsors includes Demerara Bank, Beharry Group (Champion & Indi), Enet, Limacol, Betcabana, and Queensway Security, joining title sponsor ExxonMobil Guyana.
Fan-first activations are at the heart of this sponsorship push:
- Demerara Bank’s “Clean Catch” Award gives GYD 100,000 to fans making catches in the crowd.
- Enet’s “Fan of the Match” campaign rewards best-dressed fans with 5G smartphones.
- Beharry’s “Little Champions” initiative brings schoolchildren to live matches—many for the first time.
GSL Chairman Sir Clive Lloyd reflected on the deeper impact:
“It is… inspiring to witness so many esteemed Guyanese companies step forward to support what is a landmark moment… Their belief in GSL’s vision is helping us bring world-class cricket to local fans.”
📺 FanCode Renews WCL Media Rights, Bringing Legends to India
FanCode has retained the exclusive Indian media rights for the 2025 edition of the Dugasta Properties World Championship of Legends (WCL), ensuring that fans in India can continue enjoying star-studded cricket action featuring legends like Yuvraj Singh, Chris Gayle, AB de Villiers, and Brett Lee.
The WCL 2025 will be staged in the UK across Birmingham, Northampton, Leicester, and Leeds from July 18 to August 2.
FanCode Co-founder Yannick Colaco emphasized the appeal of the legends format:
“There’s something truly special about seeing icons like Yuvraj and AB de Villiers back on the field… we’re thrilled to renew our partnership with WCL and bring this spectacle straight to fans across India.”
WCL Founder Harshit Tomar also praised the partnership’s growth trajectory:
“FanCode has been instrumental in driving the growth and visibility of the tournament in India… we’re excited to elevate the league to new heights this year.”
With six teams representing cricketing giants—including India, Pakistan, England, Australia, South Africa, and West Indies—WCL is increasingly positioning itself as a commercially viable nostalgia property with global relevance.
🏛️ NATIONAL BOARDS — Innovation, Environment, and Global Partnerships Drive National Boards’ Strategic Evolution
This week in the world of national cricket boards, partnerships have extended far beyond the boundary ropes. From cutting-edge biomechanics in Ireland to world-class sustainability efforts at Lord’s, and even a rideshare giant supporting the Olympic cricket agenda, national boards and governing bodies are forming alliances that reflect their modern aspirations—technological advancement, environmental leadership, and global prestige.
🇺🇸 Uber Becomes Official Partner of LA28 & Team USA, Supporting Olympic Cricket’s Return
Uber has been named the official rideshare and on-demand delivery partner of both the LA28 Olympic and Paralympic Games and Team USA, positioning itself as a mobility and experience enabler for what will be cricket’s Olympic comeback event after 128 years.
The deal covers a comprehensive suite of services: optimized rideshare logistics, integrated on-demand delivery for the athlete village via Uber Eats, and in-venue mobile ordering for fans at select Olympic venues.
Uber CEO Dara Khosrowshahi said:
“It’s a tremendous privilege for us to help people from across the globe move around LA and offer on-demand delivery to the Olympic and Paralympic Village.”
The deal extends to NBCUniversal’s coverage of both LA28 and Milano Cortina 2026, highlighting Uber’s broader media ambitions.
LA28 Chair Casey Wasserman underscored Uber’s strategic fit:
“Uber’s commitment to innovation and seamless service aligns with our vision to deliver an unparalleled Games experience.”
This partnership not only enhances mobility at a major global event, but also lays the commercial and experiential foundation for cricket’s reintroduction to the Olympic stage.
🇮🇪 Cricket Ireland Strengthens High-Performance Edge with Two Tech-Driven Deals
🔬 Ludimos Named Official Data Analytics Partner
Cricket Ireland has partnered with Amsterdam-based Ludimos, a leading AI-driven cricket analytics platform, to enhance its performance infrastructure across national squads and domestic competitions.
Brendan Connor, Performance Services Manager at Cricket Ireland, explained the impact:
“Ludimos’ technology is already helping our coaches… deliver practical insights to players. This partnership strengthens our commitment to using innovative technologies to support talent development.”
Ludimos CEO Madan Rajagopal added:
“We’re incredibly proud to partner with Cricket Ireland… Our technology is designed to give players and coaches deeper insights, faster feedback, and a clear competitive edge.”
Already trusted by IPL franchises like Delhi Capitals and RCB, Ludimos brings elite-level credibility to Irish cricket’s data revolution.
🧠 KineMo Appointed as Official Biomechanics Partner
In a complementary move, Cricket Ireland has also signed KineMo, an AI-powered biomechanics platform developed at Trinity College Dublin, as its Official Biomechanics Partner.
CEO Warren Deutrom sees the partnership as a leap forward in player management:
“Whether it be about player development, managing workloads or overseeing rehabilitation plans, we believe that KineMo will… help us improve our understanding of our players.”
KineMo’s markerless, single-camera system provides scalable full-body kinematic analysis—allowing Ireland’s physio and coaching teams to monitor player development, rehab, and cricket-specific skill progression.
Together, the Ludimos and KineMo partnerships signify Cricket Ireland’s growing investment in performance science and player longevity.
🏟️ MCC Extends Re:Water Partnership, Sets Global Standard for Sustainability at Lord’s
The Marylebone Cricket Club (MCC) has extended its sustainability partnership with Re:Water through December 2027, reinforcing Lord’s Cricket Ground’s role as a pioneer in sustainable sports venue operations.
Since the initial 2023 agreement:
- MCC’s recycling rate has jumped from 15% to 55%.
- Single-use plastic water bottles have been eliminated across the venue.
- 30 refill stations now encourage circular hydration habits among spectators.
MCC Commercial Director Andy Muggleton emphasized the alignment of values:
“Re:Water is a company that is aligned with our values… has helped us to reduce waste as we continue on the path towards becoming a net-zero carbon Club.”
The partnership uses 100% recycled aluminium bottles sourced from Herefordshire and stands as a blueprint for environmental transformation in global sport.
With the third Test of the Anderson-Tendulkar Trophy underway at Lord’s, this announcement is perfectly timed to showcase how cricket’s most storied venue is also shaping its most sustainable future.
🌟 ENDORSEMENTS — Cricket Stars Power Lifestyle, Automotive, and Cultural Brands Across Borders
The latest round of athlete endorsements showcases how cricket’s global icons are becoming powerful brand ambassadors far beyond sport. Whether it’s futuristic eyewear, German engineering, youth animation, or luxury real estate, brands are turning to cricketers to tell high-impact stories of performance, culture, and aspiration. This week’s deals reflect cricket’s continued evolution into a marketing megaphone—resonating with fans across generations, industries, and geographies.
🕶️ Shubman Gill Fronts Oakley’s Futurist ‘Artifacts from the Future’ Campaign
India star Shubman Gill is the face of Oakley’s new campaign, Artifacts from the Future, which marks the eyewear giant’s 50th anniversary by showcasing designs “created for 2075, delivered in 2025.”
The campaign features Gill wearing Oakley’s avant-garde models Plantaris and Lateralis—described as future-facing, creature-inspired silhouettes that redefine performance eyewear.
Gill embraces the vision:
“These designs feel like they’re made for a future set in 2075, but in fact they’re here with us today… I’m really excited to be part of this incredible journey that’s all about pushing limits and inspiring people to keep growing.”
Oakley India’s Sahil Jandial called Gill “a powerful force across social culture and sports,” making him the perfect brand voice for a new era of performance and style.
🚘 Jasprit Bumrah Brings Precision to Volkswagen’s Golf GTI Launch
Volkswagen India has enlisted Jasprit Bumrah to headline the launch campaign for the Golf GTI, aligning the high-performance hatchback with the ace pacer’s traits of “accuracy, consistency, and control.”
Bumrah summed up the brand synergy:
“True performance doesn’t need to be loud – it just needs to be consistent… I’ve long admired [Volkswagen] for its precision and presence.”
Volkswagen India Brand Director Nitin Kohli emphasized the depth of the partnership:
“This collaboration goes beyond performance; it’s a statement of intent… The power-packed duo of Jasprit and the Golf GTI will certainly enthral our customers.”
This campaign enhances VW’s positioning in India while reinforcing Bumrah’s appeal as a brand ambassador of quiet excellence and trust.
📺 Pat Cummins Lends Voice to Animated Cricket Series Snick and Willow
Australia captain Pat Cummins is stepping into the animation world with a key role in the upcoming children’s show, Snick and Willow. The series follows two young cricket fans on an adventure to save their local club—infusing themes of friendship, inclusion, and grassroots passion.
Cummins sees the project as part of his personal mission:
“Helping grow cricket at the grassroots level has always been close to my heart. Snick and Willow is a creative and exciting way to introduce the game to young fans all over the world.”
He’s particularly inspired by Willow, the 11-year-old Aussie girl and fast bowler:
“Willow’s story is one I hope will resonate with young girls and encourage them to see themselves in the game.”
This initiative aligns closely with Cricket Australia’s 2022–2027 strategy for youth engagement and gender inclusivity.
🏙️ Rashid Khan Becomes Brand Ambassador for MH Developers, Tapping into Dubai Real Estate Surge
Afghan spinner Rashid Khan has been unveiled as the new face of MH Developers, promoting Dubai’s surging real estate market to UK and global investors. The announcement comes ahead of Rashid’s stint with the Oval Invincibles in The Hundred.
Rashid said the partnership is deeply personal:
“Dubai has always felt like a second home… I’m proud to be associated with MH Developers at a time when Dubai is truly booming.”
MH Developers CEO Murtaza Hashmi emphasized Rashid’s global appeal:
“Rashid represents resilience, global appeal, and trust—values we strive for as a company.”
With average property prices in Dubai up 15% year-on-year and strong British investor interest, Rashid’s endorsement aims to fuse lifestyle, sport, and financial opportunity into one compelling brand narrative.
From futuristic fashion to urban investment, today’s cricketers are no longer just players—they’re symbols of aspiration, credibility, and global influence.
