This week in global cricket sponsorships, the sport’s commercial engine continued to accelerate with a potent mix of star power, strategic alliances, and community impact. In the IPL, Punjab Kings and Lucknow Super Giants fueled their ambitions with high-profile beverage deals, while the Women’s Premier League secured ₹48 crore in new sponsorships — led by ChatGPT and Kingfisher — underscoring the league’s explosive growth. From Hampshire Cricket’s cruise-line collaboration in England to MI Cape Town and Joburg Super Kings locking in global brands for SA20, franchise cricket is making global waves. And at the center of it all, MS Dhoni returned to the endorsement spotlight, bringing legacy trust and brand strength to Panasonic’s summer strategy — proving once again that off-field plays are shaping the future of the game.
IPL 2026: Energy and Effervescence – Beverage Brands Power Up Ahead of the Season
As the countdown to IPL 2026 begins, beverage partnerships are taking centre stage. This week, two IPL franchises — Punjab Kings and Lucknow Super Giants — have announced multi-season alliances with globally recognized drinks brands. These deals reflect a broader trend of long-term strategic alignments, where visibility, lifestyle branding, and regional fan activation are just as important as performance on the pitch. From high-octane energy to cool composure, the new beverage partners are shaping how fans will experience the upcoming season.
🔋 HELL Energy Drink signs 3-season deal with Punjab Kings as Official Energy Drink Partner
Punjab Kings have kicked off their commercial rollout for IPL 2026 by securing a high-impact, three-year partnership with HELL Energy Drink, naming the brand as the franchise’s Official Energy Drink Partner.
The deal gives HELL Energy prominent exposure across players’ helmets and caps, hydration inventory, in-stadium branding, and fan engagement activations throughout the season. The partnership also carries a performance-development component, as HELL Energy will support the Kings’ talent-hunt program aimed at identifying emerging players in the region.
The agreement builds on HELL Energy’s growing footprint in Indian cricket, with the brand already signed on as the personal sponsor of Punjab Kings captain Shreyas Iyer. His dual role strengthens the bridge between team identity and brand personality, aligning with HELL’s “high-energy marketing strategy.”
Unnikannan Gangadharan, Director, HELL-ENERGY:
“HELL ENERGY DRINK and cricket share the same spirit of intensity, endurance, and excitement. We are thrilled to partner with Punjab Kings, a team that embodies the fearless energy and drive that define HELL ENERGY DRINK. This is more than a sponsorship; it reflects our shared passion for performance and the unstoppable spirit of cricket.”
Satish Menon, CEO, Punjab Kings:
“We are delighted to partner with HELL ENERGY DRINK for the upcoming season. This collaboration will open new opportunities for young and upcoming players in the region through our talent hunt program, and will create strong value and growth for both brands.”
Saurabh Arora, Chief Commercial Officer, Punjab Kings:
“Our long-term strategic alliance with HELL ENERGY DRINK goes far beyond a commercial partnership. It reflects a shared vision and synergy that supports our ambitions. We firmly believe that this collaboration will significantly elevate our brand presence while also resonating deeply with our fans.”
The deal is part of a larger push by IPL franchises to lock in multi-year partners ahead of the next media-rights cycle. For HELL Energy, it represents one of its most significant forays into Indian sports marketing — a bold play in one of cricket’s most competitive commercial categories.
🥤 Sprite joins Lucknow Super Giants as Official Beverage Partner through 2029
Lucknow Super Giants have added Sprite to their expanding partner portfolio, with a three-season beverage partnership that will see the global Coca-Cola brand become the official beverage partner through IPL 2029.
Under the agreement, Sprite will receive full pouring rights and in-depth visibility across LSG’s matchday operations, digital platforms, and in-stadium experiences. The deal is further backed by regional Coca-Cola bottlers — SLMG Beverages and Moon Beverages — and aligns with the brand’s strategic focus on Uttar Pradesh, one of Sprite’s priority growth markets.
Sprite’s messaging around composure under pressure, highlighted in its “Thand Rakh” brand proposition, fits neatly with LSG’s own team identity and fan engagement narrative.
Sumeli Chatterjee, Category Head, Sparkling Flavours India & Southwest Asia, The Coca-Cola Company:
“We are thrilled to partner with Lucknow Super Giants to celebrate the unstoppable cricket passion that always electrifies our audience. This strategic association brings in Sprite’s chilled and refreshing Thand Rakh proposition to the high-impact IPL platform, creating unique experiences.
Our partnership with the Lucknow Super Giants also underlines Sprite’s long-term focus on Uttar Pradesh, a priority growth market where we continue to invest in sustainability and year-round consumer engagement initiatives.”
Vinay Chopra, CEO, Lucknow Super Giants:
“At LSG, we partner with brands that share our drive to push boundaries and elevate the game for our fans. Sprite fits right in because this team is built on the same spirit, that is, staying cool under pressure.
With this association, we are gearing up for a season packed with moments that inspire, add to the excitement in the stands, and stay with fans long after the final ball is bowled.”
The Sprite deal expands LSG’s roster of brand partners across financial services, technology, FMCG, fantasy sports, and packaged water. It also reinforces Sprite’s push into experiential marketing, with plans underway for a multi-platform program that will deliver touchpoints inside the stadium and across digital channels during IPL 2026.
With Rishabh Pant set to lead a strong retained core, and INR 22.95 crore left in their auction purse, LSG is looking to turn commercial momentum into on-field performance — with Sprite helping to keep fans “cool” throughout the ride.
County Cricket 2026: Hampshire Sets Sail with Cruise Line Partnership
As England’s domestic cricket scene prepares for a packed 2026 summer, Hampshire Cricket has launched a uniquely themed commercial voyage of its own. In a deal that blends travel, lifestyle, and fan perks, the club has announced a strategic alliance with Ambassador Cruise Line—offering supporters more than just action on the pitch. This partnership reflects a growing emphasis in English county cricket on experiential branding, where leisure and loyalty intersect to create value for both fans and sponsors.
🚢 Hampshire Cricket names Ambassador Cruise Line as Official Cruise Line Partner
Hampshire Cricket and the Utilita Bowl have announced Ambassador Cruise Line as their Official Cruise Line Partner, marking a distinctive addition to the county’s sponsorship lineup.
As part of the multi-faceted deal, Hampshire members and supporters will receive exclusive benefits across Ambassador’s broad range of no-fly cruise itineraries, including an introductory 10% discount on all Portsmouth sailings using the code HC10.
The partnership will also activate through enhanced fan engagement experiences at the Utilita Bowl, especially during two major international fixtures next summer:
- England Men vs India in the Vitality IT20 on July 11, 2026, and
- England Men vs Sri Lanka on September 15, 2026.
Lucky attendees at select matches will even have a chance to win a free cruise, further integrating Ambassador into the matchday experience. The cruise line’s first-ever sailings from Portsmouth, just 17 miles from the Utilita Bowl, add geographical synergy and accessibility for fans.
Rob Paddon, Commercial Director, Hampshire Cricket:
“We’re delighted to welcome Ambassador Cruise Line to our family of partners. Their focus on delivering great experiences and providing a warm and friendly service aligns well with what we aim to offer at Utilita Bowl. With Ambassador set to operate from Portsmouth next season, this partnership will provide real added value for our members and supporters.”
Ambassador Cruise Line, launched in 2021, offers authentic cruise experiences tailored to the UK market, especially the over-50s demographic. With sailings from eight UK regional ports—including London, Newcastle, Liverpool, and Belfast—and destinations ranging from the Norwegian Fjords to the Mediterranean, the brand is perfectly positioned to serve Hampshire’s fan base.
Gordon Nardini, Chief Marketing Officer, Ambassador Cruise Line:
“We are delighted to be partnering with Hampshire Cricket, a club with a rich heritage and a reputation for delivering exceptional experiences for supporters.
With Ambition making her debut in Portsmouth for the 26/27 season, the partnership feels especially well-timed. Many of our guests are passionate cricket fans and we look forward to meeting members and supporters across the season.”
Upcoming 2026/27 Portsmouth sailings include:
- Escape to Belgium, France, and Holland (6 nights, April 6)
- Delights of Western France & Spain Explorer (10 nights, April 12)
- Irish Mini-Break (3 nights, April 22)
This partnership exemplifies the kind of creative commercial thinking now becoming more common across English cricket—pairing destination travel with local fan engagement for a win both on and off the field.
Other Franchise Leagues: Strategic Growth Across the Cricketing World
As the cricket calendar expands globally, franchise teams and leagues outside the IPL continue to carve out their commercial identities with purpose. From the Women’s Premier League (WPL) in India to SA20 franchises in South Africa, and Queensland Cricket in Australia, sponsors are aligning with clubs not just for exposure, but to be part of a larger story — one of growth, community, and global brand resonance. This week saw partnerships that highlight everything from social impact and fan engagement to big-brand confidence in the women’s game.
👩🎤 WPL signs ChatGPT, Kingfisher, Bisleri and renews CEAT in ₹48 crore deal
The Women’s Premier League (WPL) has significantly strengthened its commercial standing with the announcement of four major sponsorships valued at ₹48 crore over the 2026 and 2027 seasons.
Joining the WPL’s top-tier partner lineup are ChatGPT and Kingfisher Packaged Drinking Water, both onboarded as Premier Partners. These brands reflect the increasing appetite for visibility and long-term value in the women’s cricket market.
Meanwhile, CEAT has renewed its role as the Official Strategic Timeout Partner, and Bisleri has been named the Official Beverage Partner, reinforcing the WPL’s attractiveness across key consumer categories.
Mithun Manhas, President, BCCI:
“The WPL has emerged as one of the most impactful sporting properties globally, and the confidence shown by leading international and Indian brands is a strong endorsement of its remarkable growth. The retention and onboarding of our new partners reinforces the league’s modern, progressive vision and its expanding commercial appeal. We look forward to working closely with all our partners to elevate the WPL to even greater heights in the coming seasons.”
Devajit Saikia, Honorary Secretary, BCCI:
“The league is built on a vision of excellence, opportunity, and world-class sports entertainment. Our new partners bring exceptional value and diverse strengths to this ecosystem. From global leaders in AI, manufacturing and beverages to trusted Indian consumer brands, this partnership mix will play a critical role in shaping the fan experience and supporting the growth of women’s cricket.”
Jayesh George, Chairperson, WPL:
“The WPL continues to redefine what women’s sport can achieve, both on and off the field. The addition of esteemed partners such as ChatGPT, Kingfisher and Bisleri brings immense value to our ecosystem and reflects the league’s strong connection with a new generation of fans. The renewal of CEAT as the Time-Out partner is a testament of the value the WPL has extended to the commercial partners. These collaborations will play a pivotal role in driving the long-term growth of women’s cricket.”
These deals affirm the WPL’s rising stature as a global sponsorship platform and an economic engine for women’s cricket.
🥓 Primo and Queensland Cricket Foundation team up for community impact
Primo, long-time partners of the Brisbane Heat, have renewed their commitment to grassroots cricket by donating $10,000 to the Queensland Cricket Foundation.
The donation came through Primo’s Food Truck initiative, which serves bacon and egg rolls at local events across Australia, with 100% of proceeds going to charity. The initiative reflects the brand’s ongoing dedication to supporting local communities through cricket.
Terry Svenson, CEO, Queensland Cricket:
“Partnerships like this highlight the power of sport and community working together. Primo’s generosity not only strengthens our programs but also ensures thousands of Cricketers across Queenslanders feel supported and connected.”
Jamie Eastley, COO, Primo Foods:
“This is our third year of partnership with Queensland Cricket bringing sports fans and quality food together. Through our Food Truck initiative, it is a fantastic opportunity to support the local communities and charities.”
Primo’s efforts reinforce how commercial partnerships can generate social impact and brand loyalty beyond traditional sponsorship touchpoints.
✈️ MI Cape Town announce DHL and CFI as new partners for SA20 Season 4
MI Cape Town, the SA20 franchise owned by the Mumbai Indians group, has added two powerful names to its commercial roster ahead of Season 4: DHL as Official Partner and CFI as Associate Partner.
DHL, a global logistics giant, brings its vast express network and brand prestige to the franchise, strengthening its ongoing association with the larger MI Global network. This deal adds further international credibility to MI Cape Town’s commercial profile.
Meanwhile, CFI, a financial brokerage firm with a strong footprint in North Africa and the Middle East, will receive in-stadium visibility, jersey branding, and will activate fan-engagement campaigns with players to connect with South Africa’s rising financial-savvy audience.
These partnerships arrive at a time when MI Cape Town’s on-field and commercial momentum are building steadily, making the franchise an attractive platform for global sponsors in high-growth sectors.
🍔 Joburg Super Kings extend McDonald’s partnership for SA20 Season 4
The Joburg Super Kings have announced the extension of their partnership with McDonald’s, who will continue as an Associate Sponsor for SA20 Season 4.
Under the renewed deal, McDonald’s branding will feature on team helmets and across matchday assets, with continued focus on connecting with fans through the brand’s “Make Happy Happen” campaign.
McDonald’s South Africa hopes to “utilise cricket and the broad appeal of Joburg Super Kings to connect with fans, generate excitement, and develop a sense of community throughout the country.”
The extension speaks to both the commercial value and emotional connection the franchise has fostered with global brands. It also signals Joburg Super Kings’ ambitions to build long-term commercial sustainability, mirroring their strategy to grow both on and off the pitch.
Endorsements: Dhoni Powers Panasonic’s Cooling Campaign Ahead of 2026 Season
In a strategic endorsement move that blends trust, nostalgia, and commercial ambition, MS Dhoni has been unveiled as the brand ambassador for Panasonic’s air conditioner portfolio in India. As brands align with enduring icons to secure emotional resonance and category leadership, Dhoni’s presence signals Panasonic’s serious intent to dominate India’s fast-growing HVAC market ahead of the 2026 cooling season.
❄️ MS Dhoni becomes face of Panasonic’s AC portfolio in India
Panasonic Life Solutions India (PLSIND) has signed Mahendra Singh Dhoni as the new face of its air conditioner portfolio, marking a major brand move ahead of a pivotal growth phase in India’s HVAC sector.
Dhoni will spearhead product campaigns and digital outreach as the brand seeks to scale its manufacturing capacity, sharpen urban and Tier-2 visibility, and double AC sales by FY27. The campaign will coincide with Dhoni’s appearance in IPL 2026, providing Panasonic with powerful seasonal visibility.
Tadashi Chiba, MD & CEO, Panasonic Life Solutions India:
“This partnership is an alignment of shared values. For more than 100 years globally, Panasonic has stood for reliability, innovation, and meaningful contribution, values we continue to strengthen in India.
Dhoni’s calm leadership and dependable performance reflect this spirit. Dhoni brings more than star presence; he brings momentum and meaningful connection with Indian consumers. Together, we look forward to shaping an iconic chapter in Panasonic’s brand journey in India.”
Mahendra Singh Dhoni:
“For most of us growing up in India, Panasonic was not just seen as a Japanese brand; it became a part of our everyday life. It felt familiar, reliable, and Indian in spirit because it was present in our homes and memories.
For me, this association is meaningful because it reflects shared values: trust, reliability, contribution to society, and a constant drive to improve. I am proud to join hands with a brand that continues to innovate while staying true to its foundation of trust.”
Hirokazu Kamoda, Director, HVAC, Panasonic Life Solutions India:
“Dhoni inspires confidence—in teams, in audiences, and in families. That emotional connection is invaluable as we further strengthen our presence in India. This partnership also aligns with Panasonic’s long-term growth roadmap for the cooling category, as the company ramps up AC manufacturing capacity and works toward doubling sales by FY27, driven by a stronger brand presence, local innovation, and deeper market penetration.”
The endorsement reflects Panasonic’s evolving brand strategy — anchoring its premium and mid-market AC positioning in consumer trust, while leveraging Dhoni’s broad appeal and credibility. It also arrives at a time of rising temperatures, urbanisation, and lifestyle upgrades driving HVAC demand across India.
For Dhoni, the deal adds to a diverse portfolio spanning mobility, healthcare, finance, and consumer goods, underlining his ongoing status as one of India’s most trusted and effective brand ambassadors.
