From skyrocketing IPL ad rates to grassroots investments by national boards, regional sponsorships in county cricket, and global player endorsements, cricket’s commercial landscape is in high gear across every format and geography.
In this week’s edition, we break down how the business of cricket is evolving—through compressed tournament calendars, community-grounded partnerships, franchise logistics deals, and athlete-led brand storytelling—as cricket continues to prove its unmatched value as a multi-platform marketing force.
IPL 2025 ad rates surge as brands rush to cash in on shortened season
With a condensed calendar and playoff momentum building, IPL 2025 sees a last-minute advertising spike as brands jostle for visibility.
As the second half of IPL 2025 kicks off following a mid-season pause, advertising rates have surged, driven by renewed demand from brands eager to capture consumer attention in a compressed schedule. Industry insiders report a 10–15% spike in ad pricing, with the final stretch of the season—including playoffs—now seen as premium inventory across digital and broadcast platforms.
“Advertisers are reacting to the urgency created by a shorter window. This is a classic demand-supply scenario with high stakes and limited time,” said one media executive familiar with the rate hikes.
The ad rush follows news that the league will resume on May 17 after a brief suspension due to geopolitical concerns. With a tighter match calendar and increased viewership expectations, brands are doubling down on IPL’s unmatched reach—especially on Connected TV (CTV) and regional language feeds, which have shown strong year-on-year growth.
Top categories fueling the surge include:
- Gaming and fantasy apps
- Food & beverage
- Consumer tech
- Mouth fresheners and personal care
Ad tech platforms and broadcasters are reporting full inventory sell-outs for key matches, particularly those with playoff implications or high-profile rivalries. Some last-minute advertisers are even negotiating spot premiums above base rates, seeing the end-of-season run as a rare opportunity for concentrated exposure.
The spike further underscores IPL’s continued dominance as a media monetization juggernaut, regardless of external disruptions. With only a few weeks remaining, the ad race is now as competitive as the tournament itself.
County cricket doubles down on regional identity and lifestyle partnerships for 2025
From education and community to fashion and beverages, clubs across England and Wales are leaning into local relevance and fan experience.
Connect It returns as Hampshire Cricket’s shirt sponsor for third straight season
Connect It Utility Services will continue as front-of-shirt sponsor for Hampshire Cricket’s T20 and one-day kits through the 2025 season, extending a partnership that began in 2023. The Hampshire-based utility provider will also increase its community involvement by working with local charities throughout the year.
“We’ve built incredible connections both on and off the pitch,” said Laban Giles, MD of Connect It.
“We are delighted to continue our partnership and commitment to the local community,” added Tom James, Head of Sales and Commercial Partnerships at Hampshire Cricket.
Lancashire Cricket and UA92 deepen partnership with elite media experience
Lancashire Cricket has signed a new five-year deal with University Academy 92 (UA92) that brings students directly into Emirates Old Trafford’s Players and Media Centre for hands-on training in sports journalism and content production. The partnership includes guest lectures, mentorships, live project briefs, and paid internships, including one with the first team squad.
“This offers a truly unique experience at an iconic venue,” said Daniel Gidney, CEO of Lancashire Cricket.
“It shows students that sport is more than what happens on the pitch,” added Sara Prowse, CEO of UA92.
Bristol Omoda Jaecoo becomes back-of-shirt sponsor and vehicle partner for Gloucestershire
Gloucestershire Cricket has confirmed Bristol Omoda Jaecoo as the club’s official vehicle partner and back-of-shirt sponsor for the 2025 season. The HSH Motor Group dealership will also provide a sponsored vehicle to red-ball captain Cameron Bancroft, expanding on its prior partnership with the club through its Honda brand.
“We’re excited to welcome Bristol Omoda Jaecoo to our list of loyal partners,” said Joe Kaniecki, Head of Commercial at Gloucestershire.
“We’re proud to extend this bright and enjoyable relationship into its third year,” added Scott Smith, Dealer Principal at HSH Motor Group.
OffPitch signs with Leicestershire CCC as official travel wear partner
Leicestershire CCC has partnered with OffPitch, a premium lifestyle and retail brand, as its official travel wear partner for 2025. The deal includes custom travel kits for both men’s and women’s squads and will see Pakistan Test captain Shan Masood, who joins the club this summer, sponsored by OffPitch. The product line will also be available to fans via the club shop.
“The new travel wear looks superb, and we know players and supporters alike will love it,” said John Williams, Commercial Director at Leicestershire CCC.
“We’re thrilled to begin a long-lasting, genuine partnership with the club,” added Mikey Wyres, Founder of OffPitch.
Glamorgan extends Thatchers Cider partnership through 2027
Glamorgan Cricket and Thatchers Cider have extended their partnership for another three seasons, continuing Thatchers’ role as official cider partner and naming sponsor of the Thatchers Pavilion at Sophia Gardens. The deal includes exclusive stadium pouring rights, matchday activations, and fan engagement initiatives built around cider, summer, and cricket culture.
“Cricket, cider, and sunshine go hand-in-hand at Sophia Gardens,” said Ed Rice, Head of Commercial at Glamorgan.
“We’re proud to see our name above the stands and are thirsty for another exciting season,” added Philip McTeer, Head of Marketing at Thatchers.
Global franchise leagues expand logistics and legitimacy through new sponsor deals
From professional travel support in the U.S. to title sponsorship in Nepal, franchise tournaments are strengthening infrastructure and exposure through targeted partnerships.
San Francisco Unicorns partner with Destination Sport Travel for MLC 2025
The San Francisco Unicorns have signed Destination Sport Travel as their Official Travel Partner for the 2025 Major League Cricket (MLC) season. The sports travel specialists will manage all team logistics across the Unicorns’ three host cities: Oakland (home ground), Dallas, and Lauderhill, Florida, as the league expands to ten matches per team.
“Playing across three cricket grounds adds a new logistical layer to our planning… We’re confident Destination Sport Travel will deliver seamless management that enables players to recover and perform,” said David White, CEO of the Unicorns.
Destination Sport Travel has worked with over 50 elite teams, including roles with Major League Rugby, MLS clubs, and the U.S. T20 World Cup organizing committee.
“This partnership builds on our rapid North American expansion and growing global cricket footprint,” added Jeremy Parkins, President of Destination Sport Group – North America.
The partnership is crucial as MLC scales geographically and aims to raise performance standards both on and off the field.
Nepal T10 signs TBCPL 10 as title sponsor in grassroots-to-global play
The Nepal T10 Cricket Tournament has announced TBCPL 10 (Tennis Ball Cricket Premier League) as its title sponsor for the 2025 edition, running May 18–24 at MBJ Cricket Ground in Biratnagar. The competition will feature seven franchises and is officially sanctioned by the Nepal Cricket Association.
“This partnership reflects our commitment to promoting grassroots cricket internationally,” said a TBCPL 10 spokesperson.
Known for revolutionizing tennis ball cricket into an organized, professional format, TBCPL 10 is now positioning itself globally by backing formal events in emerging markets like Nepal. The deal covers full tournament naming rights and promotional support, helping elevate the competition’s visibility and legitimacy.
With official sanctioning and a sustainability-first business model, TBCPL 10 is signaling that street cricket is ready for the world stage.
National boards ramp up grassroots investment and high-profile partnerships across global cricket
From test match visibility to grassroots net builds and youth programs, governing bodies are forging deeper ties with commercial partners to grow the game at every level.
IG and ECB expand Net Gains initiative with new cricket net facilities
IG, the Official Investment Platform of the England Cricket team, has opened new public cricket net facilities in Nottingham and Surrey, in partnership with the ECB and local county teams. Part of the Net Gains initiative, the project aims to increase access to high-quality training infrastructure for young players across England.
England stars Amy Jones, Heather Knight, and Adil Rashid attended launch events, surprising local players and leading coaching sessions. IG and the ECB plan to open additional nets in Newham, Manchester, Leeds, and Birmingham in 2025.
“It’s great to see IG and the ECB working together to build new facilities that will help get more youngsters into cricket,” said Heather Knight.
“We’re passionate about supporting grassroots cricket,” added Elise Ash, IG’s Director of Brands and Communications.
Toyota partners with Cricket Scotland to back All Stars and grassroots access
Toyota has become the Official Automotive Partner of Cricket Scotland, with a focus on grassroots development and inclusivity. The company will support both men’s and women’s teams and fund 200 bursaries annually for children from underrepresented communities to join the All Stars Cricket programme.
Toyota will also launch its Good For Cricket prize draw in the UK, modeled after its long-running Australian version, helping raise funds for local clubs with a prize pool exceeding £200,000 in the first year.
“We are delighted to welcome Toyota. Their focus on grassroots cricket aligns with our vision to grow the game across Scotland,” said Trudy Lindblade, CEO of Cricket Scotland.
“This partnership helps inspire the next generation of players and fans,” added Scott Thompson, President of Toyota (GB).
Toyota becomes Official Automotive Partner of Cricket Ireland
Toyota has also joined Cricket Ireland as its Official Automotive Partner, extending its UK-wide cricket support. The deal includes:
- Sponsorship of senior men’s and women’s teams
- Support for the Smash It cricket programme for ages 5–9
- Funding of 200+ bursary places for children from low-income communities
- Free match tickets for Smash It participants
- A future rollout of the Good For Cricket prize draw into Ireland in 2026
“This is about inclusive communities and inspiring future generations,” said Steve Tormey, CEO of Toyota Ireland.
“Toyota’s commitment helps deliver on our strategic plan to strengthen grassroots cricket,” added Warren Deutrom, CEO of Cricket Ireland.
Toyota now supports ECB, Cricket Scotland, and Cricket Ireland, making it one of the most visible corporate supporters of national boards across the UK and Ireland.
Walton named title sponsor of Bangladesh-UAE T20I series
Walton High-Tech Industries PLC has been named title sponsor of the Bangladesh vs UAE T20I series, now officially titled the Walton UAE vs Bangladesh T20 Series 2025. The two-match series in Sharjah will mark Bangladesh’s return to T20Is after nearly five months.
Walton has long been a major sponsor across Bangladeshi cricket, from domestic leagues to international fixtures, and this latest sponsorship reinforces its consistent support for the national team.
Castle Lager returns to sponsor Proteas at WTC Final
Castle Lager has been confirmed as the official team sponsor of the South Africa Men’s team for the ICC World Test Championship Final, to be held June 11–15 at Lord’s.
The SAB flagship brand will feature on the lead sleeve of the Proteas’ playing kit.
“We are humbled to go into the WTC Final with a brand that reflects unity, resilience, and national pride,” said Pholetsi Moseki, CEO of Cricket South Africa.
“Our return to the jersey is a renewed commitment to the values of Test cricket,” added Thomas Lawrence, Castle Lager Brand Director.
Cricketers take center stage in brand and cause campaigns across finance, food, and sustainability
From lollipops and life insurance to environmental action, top players are fronting diverse endorsement deals that blend personal narrative with cultural relevance.
Shubman Gill promotes Bajaj Allianz Life’s SISO investment strategy
Shubman Gill stars in a new campaign for Bajaj Allianz Life, promoting the company’s Systematic and Informed Step-Up Option (SISO) — an investment tool designed to help customers manage market volatility while building long-term wealth.
The film draws parallels between Gill’s cricketing journey — including highs like the IPL Orange Cap and setbacks from missed matches — and the role of steady, long-term planning in achieving life goals.
“Just like in cricket, maintaining consistency off the field with sound financial planning makes all the difference,” said Gill.
“The campaign simplifies our SISO strategy by drawing on Shubman’s story,” added Chandramohan Mehra, CMO, Bajaj Allianz Life.
Jasprit Bumrah fronts Boomer Lollipop relaunch by Mars Wrigley
Jasprit Bumrah brings his cool-headed persona to Boomer Lollipop, leading a high-energy relaunch campaign for Mars Wrigley India that seeks to reposition lollipops for Gen Z consumers.
Set on a cricket field, the film shows a young player confronting peer pressure before finding confidence with a Boomer Lollipop in hand — a metaphor for the brand’s messaging around individuality and joy.
“Bumrah lends his brand of fun and swag to Boomer Lollipop,” said Nikhil Rao, CMO, Mars Wrigley India.
“This relaunch brings a bold new attitude to the lollipop category,” added Rahul Mathew, CCO, DDB Mudra Group.
The campaign aims to modernize the ₹800 crore lollipop market, while promoting confidence, fun, and even an anti-bullying message.
Ajinkya Rahane named first global athlete ambassador for Rainforest Alliance
Ajinkya Rahane has joined the Rainforest Alliance as its first-ever global athlete ambassador, expanding the nonprofit’s mission of environmental conservation and sustainable agriculture into the world of sport.
Known for his quiet leadership and agricultural roots in Maharashtra, Rahane will champion causes like biodiversity, responsible farming, and consumer awareness.
“Agriculture is my passion, and I hope to contribute my bit to promote sustainability and help the farming community,” said Rahane.
“Ajinkya is a stellar example of someone passionate about building a better world,” added Santiago Gowland, CEO, Rainforest Alliance.
Active in over 60 countries, the Rainforest Alliance works with more than 4 million farmers and is recognized globally for its certification programs and climate advocacy.
