This week’s Global Sponsorship Roundup is a showcase of cricket’s commercial versatility — from cutting-edge stadium technology in Australia and grassroots growth in South Africa, to brand-building partnerships in England and the Big Bash, and player endorsements with worldwide pull. Lions Cricket and Telkom double down on developing the next generation, Betway SA20 renews with rain to supercharge fan experiences, and MS Dhoni takes Indian comfort food global with his investment in House of Biryan. Add Rashid Khan joining Red Bull’s elite athlete roster and Cricket Australia extending its long-standing media partnership, and you’ve got a week where the business of cricket was as fast-paced and boundary-pushing as the game itself.
County Cricket: Building Partnerships on and off the Field
It’s been a week of relationship-building in English county cricket, with clubs strengthening their commercial foundations both on the traditional and community fronts. Worcestershire CCC is looking ahead to a new era of strategic sponsorship acquisition, while Durham Cricket’s Visually Impaired team secures continued backing for a uniquely impactful programme. Both moves highlight how the county game is leveraging its heritage, reach, and values to attract and retain meaningful partners.
Worcestershire CCC appoints Reg&Partners for 2026 and beyond
Worcestershire County Cricket Club has appointed Reg&Partners to lead its sponsorship and partnership acquisition from 2026 onwards, working closely with Commercial Director Joe Tromans and his team. The partnership will cover all teams and formats — T20, One Day, and County Cricket — and aims to connect the club’s strong local following and growing international reach with brands that share its ethos of cricketing excellence and community engagement. With a 20% rise in members and season ticket holders in the last year, and a social media reach of over 215 million, the club sees major growth potential. Tromans said:
“Modern partnerships is about so much more than just a logo on a shirt, it’s about shared values, aligned audiences, and authentic engagement… This collaboration with Reg&Partners marks the next step in our evolution, as we work to build meaningful partnerships that go beyond the boundary ropes and deliver impact both locally and nationally.”
Reg&Partners echoed the enthusiasm, calling it a “thrill” to have Worcestershire CCC on their client roster.
Go North East renews sponsorship of Durham Cricket’s VI team
Go North East has extended its sponsorship of Durham Cricket’s Visually Impaired (VI) team for a third consecutive year, continuing as front-of-shirt sponsor while also providing free travel passes for players and covering transport costs for away fixtures. Run by the Durham Cricket Foundation, the VI team — believed to be the only one of its kind in the UK — plays with adapted equipment and rules to make cricket accessible while keeping it competitive. Ben Maxfield, Business Director at Go North East, said:
“We’re excited to continue supporting Durham Cricket’s VI team this season… Backing Durham’s VI team reflects our continued commitment to inclusivity in our community.”
Graeme Weeks, CEO of Durham Cricket Foundation, added:
“They are a key partner of the Foundation and their backing allows us to provide meaningful opportunities for visually impaired players… This long-standing relationship gives us security and consistency for the team and helps us make sure cricket is accessible to everyone in our community.”
BBL Sponsorship & Broadcast Boost: Expanding Reach On and Off the Field
The Big Bash landscape is kicking off the pre-season with a mix of broadcast innovation and fresh commercial partnerships. Queensland Cricket’s KFC T20 Max has landed a breakthrough streaming deal with the Seven Network, offering unprecedented exposure for emerging talent, while the Melbourne Renegades have secured a new Official Rental Vehicle Partner in Everything Fleet — complete with perks for fans.
KFC T20 Max to stream live on Seven Network’s 7plus Sport
For the first time since its launch in 2022, the KFC T20 Max will be streamed live and free on 7plus Sport, with selected men’s and women’s matches broadcast between 20 August and 6 September. Queensland Cricket GM – Commercial, Marketing & Corporate Affairs, Pete Lock, called it a major step forward:
“The opportunity to showcase contracted players from State and Big Bash teams alongside Queensland Premier Cricket players is an attractive one… The number of players who have gained valuable exposure and experience in the KFC T20 Max has created a genuine pathway to the Big Bash.”
Lock noted that past participants such as Josh Brown, Spencer Johnson, and Sianna Ginger have gone on to secure BBL and WBBL contracts. Seven’s Head of Digital – Sport, Kirsty Bradmore, added:
“We’re thrilled to welcome the KFC T20 Max competition to 7plus… expanding our cricket offering and showcasing some of the best up-and-coming talent from across the country – all live and free.”
The move positions the T20 Max as both a fan-friendly entertainment product and a proven stepping stone into Australia’s top T20 leagues.
Melbourne Renegades partner with Everything Fleet
The Melbourne Renegades have welcomed Everything Fleet as their Official Rental Vehicle Partner for the 2025–26 BBL and WBBL seasons. The rapidly growing rental provider operates across major Australian cities and the Gold Coast, with a new Melbourne branch aligning perfectly with the deal’s launch. Everything Fleet COO Jason Hall said:
“With the opening of our new Melbourne branch, the timing could not have been better to launch our partnership with the Renegades… We look forward to providing rental vehicle solutions to Renegades fans, members and partners over the BBL, WBBL seasons and beyond.”
Renegades GM James Rosengarten called it “a great fit” for the club, citing shared values and the brand’s expanding national presence.
Other Franchise Cricket: Renewals Cement Growth and Fan Connection in South Africa
Two of South Africa’s most prominent cricket properties — Lions Cricket and Betway SA20 — have doubled down on partnerships that have become cornerstones of their operations. Both deals reflect a shared emphasis on community development, talent pathways, and delivering memorable fan experiences.
Lions Cricket and Telkom extend three-year partnership
Lions Cricket have renewed their long-term relationship with Telkom for at least another three years, extending a collaboration that underpins the Union’s entire player development structure. The Telkom Talent Acceleration Programme — which covers everything from grassroots mini-cricket in disadvantaged communities to elite academy and colts training — has become the central pillar of Lions’ inclusive cricket pipeline.
Telkom CMO Gugu Mthembu said:
“We’re not only nurturing athletic excellence but also investing in education, leadership and infrastructure that enables long-term growth from the grassroots up… We are inspired by the remarkable impact already achieved and look forward to the next chapter of driving change, championing talent, and creating access to opportunity across Gauteng.”
Cricket Services Manager Reuben Mandlazi highlighted the Telkom Future Cup’s role in giving exposure to universities, rural teams, and the women’s emerging and U19 squads.
CEO Jono Leaf-Wright praised Telkom’s infrastructure investment and vision:
“From the first ball, you’ve given us the support, freedom, and guidance to grow the game and make a genuine impact… Your backing has elevated players, coaches, administrators, and communities alike.”
Betway SA20 renews with rain ahead of Season 4
Betway SA20 has extended its partnership with South Africa’s leading 4G and 5G network operator, rain, as an ‘Official Partner’ for Season 4. Since joining in the league’s inaugural year, rain has been a driving force behind in-stadium connectivity, entertainment activations, and fan engagement initiatives such as the rainGo Getters.
League Commissioner Graeme Smith reflected on the journey:
“rain partnered with us when the dream was only a vision… We look forward to connecting more fans across the six stadiums and to continue leading with the vision that has brought us past success.”
rain CEO Conrad Leigh added:
“It’s more than just cricket, it’s about connection, passion, and the power of sport to bring people together… We’re excited to be part of the action once again and help create unforgettable moments for fans across South Africa.”
Season 4 kicks off on 26 December with defending champions MI Cape Town hosting Durban’s Super Giants, culminating in the Final on 25 January. The next milestone is the Johannesburg Player Auction on 9 September, where franchises have up to R131-million to complete their squads.
National Boards: Major Partnerships Driving Innovation, Youth Development, and International Ambitions
From stadium innovation in Australia to grassroots support in Bermuda and landmark sponsorship in Nepal, national cricket boards have secured key partnerships that blend commercial growth with player development. These deals are shaping the future of cricket both on and off the field.
MKTG extends and expands Cricket Australia partnership
Sports marketing agency MKTG has renewed its in-stadia media partnership with Cricket Australia for a 24th consecutive year, taking on expanded responsibilities that include virtual advertising rights for the UK and South African markets and developing the in-venue media program for women’s internationals. The deal will cover a record 123 days of cricket across 21 venues between August 2025 and March 2026.
MKTG’s Michael da Costa-Alves said:
“From supporting them to unlock new revenue streams internationally, to helping realise the ambitions for the growth of Women’s cricket outlined in their recent Women and Girls Action plan.”
CA Chief Commercial Officer Ed Sanders praised MKTG’s “passion for innovation” through initiatives like virtual sightscreens and innings timer technology. The partnership continues to integrate brand partners in new ways while enhancing the fan experience.
CG Insurance and Rugged Rentals back Bermuda U-19s
The Bermuda Under-19 cricket team will compete at the ICC Americas Region Qualifier in Georgia wearing new kits sponsored by CG Insurance (front of shirt and hats) and Rugged Rentals (back of shirt). CG Insurance CEO Naz Farrow said:
“Our sponsorship… reflects our ongoing commitment to empowering young athletes and strengthening the communities we work and live in.”
Rugged Rentals MD Tallent Clark added:
“Investing in Bermuda’s youth and sports development is something we deeply believe in.”
The Bermuda Cricket Board also thanked the Department of Sport and Recreation and the Bermuda Olympic Association for their ongoing support in developing the game.
NASA Securities secures historic Nepal national team jersey sponsorship
In a landmark deal for Nepalese cricket, NASA Securities has been named the main sponsor of the national team’s jersey for the next three years, contributing Rs 23.6 million annually. The agreement was announced by CAN President Chatur Bahadur Chand alongside NASA Securities MDs Madan Poudel and Anil Shrestha.
CAN Secretary Paras Khadka hailed it as “a historic agreement” secured through a bidding process. The new jersey was unveiled just before Nepal’s departure to Australia for the T20 World Cup qualifiers, where the team will compete in the Top End T20 Series from August 14–24 as part of preparations for October’s ICC Men’s T20 World Cup Asia and EAP Joint Qualifier in Oman.
Endorsements: Star Power Driving Global Brand Stories
This week saw two cricketing icons leveraging their personal brands to power commercial ventures with global ambition. Afghanistan’s Rashid Khan has joined the elite Red Bull athlete roster, while MS Dhoni is backing a fast-scaling F&B brand aiming to take customised biryani worldwide.
Rashid Khan joins Red Bull athlete roster
Afghanistan leg-spin sensation Rashid Khan, 26, has become the latest cricketer to join Red Bull’s global athlete lineup, alongside stars like KL Rahul, Ben Stokes, and Kagiso Rabada. The announcement came via Khan’s Instagram and a Red Bull event, marking a significant endorsement milestone in his career. Since debuting in 2015, Rashid has been pivotal in Afghanistan’s cricketing rise, starring in international cricket and top franchise leagues such as the IPL, BBL, PSL, and The Hundred. The Red Bull partnership reflects his growing marketability and the expanding global profile of Afghan cricket. Industry observers see it as a sign that Afghan athletes are becoming increasingly appealing to premium, youth-focused brands.
MS Dhoni invests in House of Biryan
Former India captain MS Dhoni has made a strategic investment in House of Biryan (HOB), a chef-led, tech-driven cloud kitchen brand known for its customisable “Meri Wali Biryani” concept. With Dhoni’s backing, HOB is targeting rapid expansion — 120–150 kitchens across Australia, Japan, the UK, and North America, with projected revenue of ₹450–550 crore in three years.
Dhoni said:
“I’ve always believed in backing teams with strong vision, disciplined execution, and a deep connection to their roots… I’m happy to be part of their journey as they are ready to take this Indian classic from kitchens to hearts worldwide.”
HOB Co-Founder & CEO Mohammed Bhol described Dhoni’s involvement as bringing “clarity under pressure and consistency at scale,” aligning with the brand’s precision-first approach. Founded in 2022, HOB has grown from a single outlet to 20+ kitchens across Mumbai, Delhi, and Dubai. Dhoni’s move adds to his diverse investment portfolio and underscores a growing trend of Indian sports stars backing scalable, experience-led consumer brands.
