In this edition of the Global Sponsorship Roundup, cricket’s commercial momentum stretches from title sponsorships in India to digital-first innovations in the U.S. Nothing takes center stage as title sponsor of IPL champions RCB, Hyundai joins JioStar as Connected TV co-powered sponsor for the ICC Men’s T20 World Cup 2026, and SECUTIX brings cutting-edge ticketing to Major League Cricket. Meanwhile, Mercury strengthens grassroots cricket in Northern Ireland with a major title sponsorship of the NCU senior leagues — showcasing how cricket partnerships continue to evolve across performance, platforms, and community impact.
IPL: RCB Names Nothing as Title Sponsor for 2026
Royal Challengers Bengaluru have secured a title sponsorship deal with UK-based tech company Nothing for the IPL 2026 season. The partnership builds on their previous collaboration and marks a deepened brand presence for Nothing in India.
Nothing becomes Title Sponsor of Royal Challengers Bengaluru
Nothing’s logo will feature prominently across RCB’s match jerseys, stadium assets, digital platforms, and fan experiences throughout the 2026 season.
Akis Evangelidis, Co-founder & India President, Nothing, said, “RCB’s journey last season was unreal. It captured the emotion, hunger and energy that define cricket in India. As the fastest growing smartphone brand in India, partnering with the champions as their Title Sponsor feels like the right next step for us. The team’s passion, connection with fans, and fearless approach to competition mirror the values we have built Nothing on. India is at the heart of Nothing’s story, and this collaboration gives us a chance to connect even deeper with the fans.”
Rajesh Menon, Chief Operating Officer, Royal Challengers Bengaluru, added, “We’re delighted to welcome Nothing as our Title Sponsor. As one of the fastest-growing consumer tech brands, Nothing aligns naturally with RCB’s creative, next-gen ethos. Building on our championship season, this partnership commits to elevating fan experiences through bold storytelling and innovation.”
Other Franchise & Regional Boards: Ticketing Tech and Community Cricket Take Spotlight
This week saw major franchise and regional developments as MLC advanced its digital infrastructure with a new global ticketing partner, and Northern Ireland’s domestic cricket scene secured a transformative title sponsor for its senior leagues.
SECUTIX named Official Ticketing Partner of Major League Cricket (MLC)
MLC has signed SECUTIX to deliver a mobile-first, white-label ticketing platform for its tournaments and affiliated events.
Neeraj Singh, Vice President of Ticketing at MLC, said: “Leveraging SECUTIX’s extensive experience with the International Cricket Council’s Men’s T20 World Cup 2024, the England and Wales Cricket Board, and Cricket West Indies puts Major League Cricket in a great position to capitalize on the success of the past three seasons. SECUTIX’s cutting-edge ticketing technology will give us full control and insights to support revenue growth, while delivering a seamless, MLC branded experience for our fans.”
Michael McDermott, General Manager of the Americas, SECUTIX, said: “This is the second U.S. sports league we’ve signed in six months seeking an integrated enterprise platform that connects fan data and extends engagement beyond the ticket. Sports organizations are entering a new era where value is created not just through tickets, but through understanding the experiences that bring fans closer to the heart of the game. Unlocking this future requires real-time intelligence and direct fan relationships that allow leagues to innovate boldly and scale sustainably. At SECUTIX, we’re building the foundation that empowers leading sports organizations to reimagine the fan journey and shape the next decade of growth.”
Mercury named Title Sponsor of Northern Cricket Union Senior Leagues
Mercury Security & Facilities Management has secured exclusive naming rights across the Northern Cricket Union’s senior men’s and women’s leagues in a three-year deal.
Callum Atkinson, Chief Executive, Northern Cricket Union, said: “We are delighted to welcome Mercury Security & Facilities Management as official partner of the Northern Cricket Union. This partnership represents an exciting opportunity to support and enhance our senior leagues, which are at the heart of the domestic game, and will make a real difference to clubs, players, and fans alike. Mercury is a respected and forward-thinking company, and their enthusiasm for community engagement and youth development perfectly aligns with our own mission to make cricket accessible and inclusive for everyone. We look forward to working closely with them as we continue to invest in the future of cricket across the NCU.”
Liam Cullen, Managing Director, Mercury, said: “At Mercury, we are proud to support local sport and the communities that stand behind it. Cricket has a remarkable ability to bring people together, build connections, and give young people the confidence and opportunities they need to grow — both on and off the field. Supporting the Northern Cricket Union allows us to play a part in strengthening those community bonds and contributing to something that genuinely enriches lives. This partnership reflects our belief in the power of sport to unite, inspire, and create lasting positive impact. We look forward to working closely with the NCU as it continues to develop clear pathways from grassroots to senior cricket and to champion the growth of both men’s and women’s cricket across Northern Ireland. It is a privilege to contribute to a sport that brings so much value and vibrancy to local communities.”
National Boards: Major Sponsorships Ahead of ICC Men’s T20 World Cup 2026
From high-performance fueling in South Africa to World Cup kit unveilings in the Caribbean and brand-new jersey sponsorships in Scotland, national cricket boards around the world continue to activate impactful partnerships ahead of a milestone global tournament year.
Red Bull becomes Official Energy Supplier of Cricket South Africa
Cricket South Africa has signed a multi-year partnership with Red Bull to support players and teams across all levels.
Pholetsi Moseki, CEO, CSA, said: “CSA is delighted to welcome Red Bull as our Official Energy Supplier. Red Bull’s brand ethos is aligned with our vision as South African cricket. This partnership goes beyond product supply; it’s about creating an environment where our players are supported to push boundaries, seize big moments and inspire fans. Red Bull’s strong local focus and commitment to empowering talent make them an ideal partner for us as we continue to grow the game at all levels.”
Skyscanner named Lead-Arm Sponsor of Scotland Men’s Team for ICC Men’s T20 World Cup 2026
Skyscanner will appear on Scotland’s newly designed World Cup kits during their campaign in India and Sri Lanka.
Trudy Lindblade, Chief Executive, Cricket Scotland, said: “The ICC Men’s T20 World Cup provides a unique opportunity to showcase Scottish cricket to a global audience. Our story of being invited to the World Cup just ten days ago, building a staff and squad, designing a kit and securing a new partner is almost unprecedented. Our players are extremely proud to be wearing the Skyscanner logo on their striking new playing shirts. Skyscanner’s global reach, innovative approach and Scottish heritage align perfectly with Cricket Scotland’s ambition to grow the game and inspire new audiences.”
Clive Peoples, Chief Marketing Officer, Skyscanner, said: “As a Scottish-founded company, Skyscanner is very proud to support Scotland Men’s Cricket as the team represent their country at the World Cup. Travelling for sport creates unforgettable experiences for teams and their supporters. We know how deeply fans value the chance to experience major moments first-hand and this partnership is a natural fit alongside our growing portfolio of sporting collaborations for 2026 which includes Scottish Rugby and the Solheim Cup.”
Macron unveils West Indies’ official playing kits for ICC Men’s T20 World Cup 2026
Cricket West Indies and apparel partner Macron have revealed the 2026 tournament kit, marking 10 years since the team’s historic 2016 victories.
Rupert Hunter, Chief Commercial Officer, CWI, said: “This new kit represents far more than match apparel; it represents the collective passion and ‘Maroon Spirit’ of 15 Caribbean nations under a single sporting ‘flag’. It is a symbol of regional pride and its unmatched cricketing legacy. Our partnership with Macron continues to deliver world-class designs that honour West Indies’ heritage, connect with the passionate global fan base, and support our teams as they compete at the highest level. We are excited for the debut of this new kit at the eagerly awaited ICC Men’s T20 World Cup in 2026, recognising the 10-year anniversary of our historic triumph in 2016, and are confident in the team’s ability to do the region proud yet again.”
Gianluca Pavanello, CEO, Macron, said: “Our partnership with Cricket West Indies, which began in 2023, marked a defining moment for Macron and our entry into elite-level international cricket. Working alongside one of the most historic and influential teams in the game allowed us to bring our vision, expertise and values onto the world’s biggest stage. Today, being present at the ICC Men’s T20 World Cup with four national teams confirms Macron as the most represented brand at the tournament and reflects the strong trust placed in us by our partners. The new West Indies kits combine respect for heritage with contemporary design, technical performance and sustainability, supporting the players at the highest level while celebrating the identity and traditions that have made this team an icon of world cricket.”
Super Cola extends sponsorship with Afghanistan Cricket Board for two more years
Super Cola will continue as a financial sponsor of the Afghanistan national team through 2027, with branding across kits and stadiums.
Naseeb Khan, CEO, ACB, said: “I clearly remember the time when we had no financial sponsor, and no one was willing to step forward. Super Cola was the only national company that entered this field and provided financial support to the national team. No doubt, this partnership has been beneficial for both organizations. Super Cola’s support for the national team has been extremely valuable. As a result, Super Cola is now a well-recognized name in the market and for their support not only the cricket board, but the whole nation is grateful to them. Super Cola is a company that has consistently supported not only cricket but also other sports. This commitment is truly commendable and I express hope that other national companies would also step forward to support sports institutions, as such support ultimately benefits both the teams and the sponsors themselves.”
Shahab Qanavizian, CEO, Super Cola, said: “It is a great pleasure that today we are extending our financial support for the Afghanistan national cricket team for two more years. As an Afghan, I am proud to support our national team, and this gives me great honor. Super Cola is among those national companies that, alongside business interests, also focuses on motivating and supporting young people. We have supported Afghan youth in every sporting arena, and we consider this our responsibility so that our country shines in different fields with its best positive image globally.”
Endorsements: Cricketers Power Lifestyle and Travel Brands in 2026
Indian cricketers continue to attract major endorsements, with brands tapping into their credibility and audience appeal to drive consumer engagement across premium lifestyle and travel verticals.
Rohit Sharma retains brand ambassador role with ixigo Trains
Rohit Sharma has renewed his partnership with ixigo Trains for a second year, continuing as the face of the platform’s rail travel campaigns.
Dinesh Kumar Kotha, CEO, ixigo Trains, said: “Rohit’s association with ixigo Trains has been truly special. His leadership, credibility, and national appeal have helped us strengthen our engagement with millions of users across India. Over the last year, his presence has added fresh energy to our brand and amplified our mission to make train travel simpler, smarter, and more dependable. We are excited to continue this journey together and build on the strong momentum we’ve created.”
Rohit Sharma said: “I’m excited to continue my association with ixigo Trains. The brand is solving real problems for travellers through simple and impactful solutions. I look forward to being associated with ixigo as they continue to push the boundaries of innovation in train travel.”
Abhishek Sharma named brand ambassador for Xylys
Premium watch brand Xylys has signed Indian cricketer Abhishek Sharma to connect with India’s younger luxury consumers.
Kalpana Rangamani, CSMO, Titan’s Premium Watches, said: “Xylys is designed for individuals who value quality and are confident and intentional about the styling choices they make. Abhishek embodies that dual spirit through his journey — a powerful combination of strong performance and contemporary, confident styling. This aligns naturally with what Xylys represents, making this association both authentic and meaningful.”
Abhishek Sharma said: “As a professional athlete, precision and consistency are extremely important to me. I’m drawn to products that are well-crafted, thoughtfully designed, and built to perform. Xylys reflects that balance of Swiss craftsmanship and modern style, and it feels like a natural fit for how I approach both my sport and my personal style. I’m looking forward to representing a brand that values performance as much as personal expression.”
International Tournament: Hyundai Powers Connected TV Push for ICC Men’s T20 World Cup 2026
As digital viewing accelerates, Hyundai Motor India has aligned with JioStar as Connected TV co-powered sponsor for the ICC Men’s T20 World Cup 2026, targeting premium audiences on JioHotstar during the globally watched tournament.
Hyundai Motor India partners JioStar as Connected TV co-powered sponsor for T20 World Cup 2026
Hyundai’s branding will feature across JioStar’s Connected TV inventory throughout the event, integrated into live match coverage and related content.
Tarun Garg, MD & CEO, Hyundai Motor India Limited, said: “Cricket is woven into the cultural fabric of India, with marquee ICC events generating billions of minutes of cumulative viewership, making it one of the most powerful platforms for brand engagement in the country. Our partnership with JioStar for Connected TV advertising during the ICC Men’s T20 World Cup 2026 enables us to connect with audiences where premium, live sports consumption is rapidly moving. With over 60 million Indian households accessing content via Connected TV, this medium offers the immersive impact of television combined with the precision of digital. This collaboration builds on Hyundai Motor Company’s global association with the International Cricket Council and represents a natural partnership, bringing together HMIL’s scale, innovation and deep consumer connect with JioStar’s unmatched digital reach and leadership in premium sports streaming to deliver high-impact, future-ready brand storytelling.”
Anup Govindan, Head – Sports Sales, JioStar, added: “Premium sports properties like the ICC Men’s T20 World Cup are powerful growth catalysts, and Connected TV is increasingly the screen where these moments are experienced most meaningfully. This partnership with Hyundai Motor India Limited reflects a clear shift toward platform-led, long-term collaborations that prioritise effectiveness and outcomes. JioStar’s Connected TV ecosystem delivers unmatched scale across premium households, incremental digital reach, and a high-attention environment that allows brands to drive real business metrics across brand and performance objectives.”
