From major bilateral naming rights and long-term investment in Australian cricket to the soaring commercial profile of one of the sport’s youngest stars, this week’s Global Sponsorship Roundup spans a diverse mix of deals. Hero VIDA has secured title sponsorship of India’s 12-match tour of New Zealand, Firmus has committed more than $1 million to Tasmanian community cricket as part of a landmark five-year partnership, and 15-year-old Vaibhav Sooryavanshi is reportedly commanding INR 1.5–2 crore per day for brand appearances. Elsewhere, rain has expanded its SA20 partnership into schools cricket, Abu Dhabi T10 has strengthened its year-round digital strategy, and new agreements have emerged across national boards, domestic cricket and athlete endorsements.
National Boards: Major brands back national teams, bilateral series and landmark international fixtures
National cricket properties attracted commercial backing across Asia and New Zealand, with MAS Holdings outfitting Sri Lankan athletes, Delta Exchange sponsoring the India-Afghanistan T20I series, Hero VIDA securing title rights to India’s New Zealand tour, and the Japan Cricket Association confirming a broad sponsor roster for its Japan-India anniversary match.
MAS Holdings outfits Team Sri Lanka for Aichi–Nagoya 2026
MAS Holdings, the official clothing sponsor of Team Sri Lanka, unveiled the national contingent’s kits for the Aichi–Nagoya 2026 Asian Games. Developed with the National Olympic Committee of Sri Lanka, the collection includes casual, podium, travel and sport-specific performance kits for athletes across multiple disciplines, including cricket.
“Our design and innovation teams have worked closely with the NOC to build a range of garments that perform well while displaying a strong sense of Sri Lankan identity. The energy of the ocean currents that surround our island felt like a fitting expression of the momentum and resilience our athletes carry into these Games, and we are honored to stand behind them as they represent the country.” – Arosh Fernando, Director – Product Innovation, Bodywear, MAS Holdings
“Yes, it is about manufacturing capability and expertise, but for us it is also about passion and commitment. As an organisation, we are determined to support local athletes to compete at their best on the international stage. Clothing and performance garments should be an enabler in their achievements, and we are grateful for the opportunity to offer that.” – Rajiv Dharmendra, Chief Executive Officer, Bodywear, MAS Holdings
Delta Exchange becomes global sponsor of India-Afghanistan T20I series
Crypto derivatives trading platform Delta Exchange partnered with the Afghanistan Cricket Board-hosted India-Afghanistan T20I series as a global sponsor. The agreement gives Delta Exchange on-ground advertising, broadcast branding and fan-engagement visibility across the three-match series in New Delhi.
“India’s strong passion towards Cricket has inspired us to sponsor the India–Afghanistan T20I Series in India, enabling us to take the Delta Exchange brand to a much wider consumer base across the country. As we continue to expand our product offering and make sophisticated trading instruments more accessible, we are focused on building greater awareness and meaningful engagement around the platform.” – Neeraj Thakur, Head of Marketing, Delta Exchange
Hero VIDA takes title sponsorship of India’s New Zealand tour
Hero VIDA was named title sponsor of India’s 12-match tour of New Zealand, comprising five T20Is, five ODIs and two Tests beginning October 22, 2026. The electric scooter brand receives naming rights across all 12 matches and a major brand presence throughout the tour, with TCM Sports helping establish the partnership with New Zealand Cricket.
“This is a significant year for sport between India and New Zealand, and we are delighted that this extensive tour will be part of the centenary celebrations. Twelve matches across all three formats underline the scale of the series, and we are pleased to welcome Hero VIDA as Title Sponsor for what promises to be a memorable home summer. India’s tours of New Zealand always generate tremendous interest, and we look forward to another highly competitive series between the two sides.” – Geoff Allott, Chief Executive Officer, New Zealand Cricket
“Cricket has a remarkable ability to bring people together, transcending borders and creating moments that millions can celebrate together. We are proud to be the Title Sponsor for India’s tour of New Zealand, marking yet another significant chapter in the sporting relationship between the two nations. This much-anticipated series will see two of the world’s top cricketing teams battle it out across an exhilarating line-up of T20s, ODIs and Test matches.”
“For HERO VIDA, this partnership is an opportunity to associate with a highly anticipated international tournament while celebrating the spirit of movement, ambition and progress—principles deeply rooted in our brand. We look forward to an exciting series that inspires fans across the world and creates many memorable moments, both on and off the field.” – Sanjay Bhan, Executive Vice President – Global Business, Global Product Planning and Global Market Insights, Hero MotoCorp
“Our partnership with New Zealand Cricket has been built over several years and created strong commercial opportunities for its international cricket. This is an especially significant tour, both because of its scale and because it comes in the centenary year of sporting ties between India and New Zealand. We are delighted to have Hero VIDA on board as the Title Sponsor and look forward to delivering a strong partnership across the series.” – Lokesh Sharma, Managing Director, TCM Sports
Japan Cricket Association confirms partners for Japan-India anniversary match
The Japan Cricket Association announced the sponsorship lineup for the SUZUKI CUP – Japan-India 75th Anniversary Match, scheduled for September 22, 2026 at Sano International Cricket Ground. Suzuki Motor Corporation is Title Partner, with Mitsui Knowledge Industry and Tata Consultancy Services Japan as Major Partners; MUFG Bank and City Of Cricket Sano Supporter Club as Official Partners; and Mizuno Corporation, State Bank of India, Showa Denki, Yoshizawa Lime Industry, Medical Corporation Seiseikai, DAIKYO SEIKO, Daiichi Sake Brewery and TORASYO SANGYO as Associate Partners.
Endorsements: Vaibhav Sooryavanshi’s commercial profile surges as CREX extends Harmanpreet Kaur partnership
Vaibhav Sooryavanshi’s rapidly growing endorsement profile took centre stage, with his current commercial rates and Complan association highlighting his emergence as a major young sporting endorser, while CREX renewed its partnership with Harmanpreet Kaur for a third consecutive year.
Complan makes Sooryavanshi its new-generation ‘Complan Boy’
Complan expanded its endorsement partnership with Vaibhav Sooryavanshi through the ‘India Ka Complan Boy’ campaign, building on the nutrition brand’s appointment of the teenage Indian cricketer as a brand ambassador earlier in 2026. The campaign places Sooryavanshi at the centre of Complan’s longstanding ‘Complan Boy’ brand property.
“Brands stay relevant when they continue to evolve with the people they serve. At Complan, we have a distinctive legacy of celebrating children who dream big, and today’s generation is dreaming in new and different ways. Vaibhav represents that evolution beautifully. His journey is a story of ambition, preparation, perseverance, and family support. These values have always been at the heart of Complan. With ‘India ka Complan Boy’ we are refreshing a much-loved brand equity and bringing it into the lives of a new generation in a way that feels authentic to them.” – Tarun Arora, Chief Executive Officer and Whole-Time Director, Zydus Wellness
“Playing in the IPL and getting the opportunity to represent India at such a young age is something I feel very grateful for. I know I still have a long way to go and a lot to learn. Whatever I have achieved so far has only been possible because of the support of my family, coaches, and teammates. We are three brothers who have grown up with Complan in the house, so becoming ‘India ka Complan Boy’ feels really special. I hope it encourages other children to dream big, work hard, and always remain grounded.” – Vaibhav Sooryavanshi, Brand Ambassador, Complan
CREX extends Harmanpreet Kaur partnership for third year
CREX extended its brand ambassador partnership with India women’s captain Harmanpreet Kaur for a third consecutive year. Kaur has represented the cricket-focused digital platform since 2025 and featured across its television and digital marketing during the 2026 WPL, while also launching CREX’s ‘Social’ fan-engagement feature in May.
“At CREX, we’ve always believed that meaningful support for sport comes from showing up consistently. Our continued association with Harmanpreet reflects not only our admiration for her leadership but also our long-term commitment to ensuring the women’s game receives the visibility, engagement and recognition it has earned. Together, we hope to inspire more fans to follow, celebrate and connect with every chapter of its growth.” – Purushotam Rawat, Chief Executive Officer, CREX
“It’s always special to continue a partnership built on shared values and a genuine passion for the game. CREX has consistently championed women’s cricket and helped bring fans closer to our journeys, both on and off the field. I’m excited to continue this association and contribute to the growing momentum around the sport.” – Harmanpreet Kaur, Brand Ambassador, CREX
Franchise Leagues: SA20 expands rain partnership into schools cricket as Abu Dhabi T10 strengthens digital reach
SA20 expanded its partnership with rain across two schools cricket properties in South Africa, while Abu Dhabi T10 partnered with Dot Republic Media to build a year-round digital content and distribution presence.
rain becomes title sponsor of two SA20 schools cricket properties
SA20 extended its partnership with rain into schools cricket, with the telecommunications company becoming title sponsor of both rain Schools SA20, the league’s national schools T20 competition, and the new rain SA20 Derby Series. Schools SA20 features more than 500 boys’ and girls’ schools competing through provincial and regional stages before the national finals, while the Derby Series will feature standalone fixtures between 26 leading South African cricket schools.
“rain has been an outstanding partner to Betway SA20, and it’s fantastic to see that relationship extend into schools cricket. rain Schools SA20 and the rain SA20 Derby Series do very different jobs, and it’s worth being clear about that distinction. rain Schools SA20 is a national pathway — it finds and develops the country’s best young players and crowns one champion each season. The rain SA20 Derby Series is something else entirely: it’s about giving a school and its community a day they’ll talk about for years, built on pride and mutual respect rather than a table or a trophy. Having rain alongside us as title partner of both properties gives us a stronger platform to tell both stories properly.” – Graeme Smith, Commissioner, SA20
“Cricket fans already associate rain with the Betway SA20, so extending that relationship into schools cricket felt like a natural next step for us. We backed rain Schools SA20 because of what it does for the next generation of players. The rain Derby Series gives us something different to be part of – some of these fixtures have been played for generations, others are brand new, but every one of them means something to the schools and communities involved. We’re proud to stand behind both.” – Conrad Leigh, Chief Executive Officer, rain
Abu Dhabi T10 partners with Dot Republic Media for year-round digital content
Abu Dhabi T10 announced a strategic content partnership with Dot Republic Media (DRM), which will deliver year-round tournament content across its YouTube network of more than 600 channels and 190 million combined subscribers. The partnership will extend Abu Dhabi T10’s digital presence beyond the tournament window through player features, highlights and archival content targeted at major cricket markets.
“Global reach is fundamental to the ambition we have for Abu Dhabi T10, and our partnership with DRM gives us the digital connectivity needed to engage the next generation of cricket fans.”
“Piece by piece, we are building a compelling new platform for the tournament – one that creates greater international visibility, stronger commercial opportunities, and a powerful showcase for Abu Dhabi as a global destination for sport, entertainment and investment.” – Matt Boucher, Chief Executive Officer, Abu Dhabi Cricket & Sports Hub and Abu Dhabi T10
“We are pleased to align with a tournament that understands where content consumption is going. Abu Dhabi T10 is an innovative format, built for the way audiences watch sport today, and that shared view is what makes this partnership work. We look forward to putting the Abu Dhabi T10 in front of our creators and our sports audience every month of the year.” – Muhammad Adnan Butt, Chief Executive Officer, Dot Republic Media
“We are thrilled to bring this collaboration with two partners who have done so much for the growth of the game. Digital-first is the future of the sport, and there is no better way to access that than through this platform. Apex is building this distribution model across cricket, and this is what digital-first looks like in practice.” – Imran Khan, Chief Executive Officer, Apex Sports Consulting
Domestic: Firmus makes major Tasmanian cricket investment as Lions Cricket adds Afrox
Domestic cricket partnerships in Australia and South Africa combined elite team sponsorship with investment in grassroots development and infrastructure, as Firmus committed to a five-year partnership with Cricket Tasmania and Afrox joined Lions Cricket on a two-year agreement.
Firmus signs five-year Cricket Tasmania partnership with $1 million-plus community investment
Australian technology company Firmus signed a five-year partnership with Cricket Tasmania, becoming Principal Partner of the Tasmanian Tigers and Major Partner of the Hobart Hurricanes. Firmus will invest more than $1 million directly into community cricket initiatives over five years, while receiving front-of-shirt branding across Tigers programs and chest branding on Hurricanes WBBL and BBL playing shirts.
“This is an incredibly significant partnership for Cricket Tasmania, not only because of Firmus’ commitment to our high-performance programs, but because of the unprecedented investment they are making in community cricket across our state.”
“More than $1 million will be invested directly into community cricket initiatives over the next five years, helping us remove barriers to participation and create more opportunities for Tasmanians to play and enjoy our game.”
“Our goal is to ensure every Tasmanian has the opportunity to play, connect with and enjoy the game of cricket.”
“Whether that is providing equipment to schools, supporting community clubs or delivering programs into areas where opportunities have traditionally been limited, this partnership gives us the capacity to make a genuine difference.”
“Firmus has made a long-term commitment that will help us build sustainable programs and create a lasting impact for future generations of Tasmanian cricketers.” – Dominic Baker, Chief Executive Officer, Cricket Tasmania
“We started in northern Tasmania, and supporting the communities around us is an important part of our ethos here.”
“Local sports clubs give people a place to come together, and we want to help them keep creating those opportunities.”
“Through Beyond Boundaries and the community club grants, we’ll support grassroots cricket with equipment, local programs and projects that make it easier for people to take part. This partnership is about backing clubs and the people who keep them going, so more Tasmanians can enjoy the game.” – Oliver Curtis, Co-Founder and Co-Chief Executive Officer, Firmus
Lions Cricket signs two-year partnership with Afrox
Lions Cricket entered a two-year strategic partnership with industrial and medical gases supplier Afrox, with the agreement supporting the organisation’s cricket operations and continued development of DP World Wanderers Stadium. The partnership will also focus on developing cricket, supporting players and creating opportunities for aspiring cricketers.
“Afrox shares our commitment to excellence, innovation, and creating environments that enable people and businesses to perform at their best. This partnership is an exciting step forward as we continue to enhance the incredible DP World Wanderers Stadium and ensure that it remains a world-class venue for cricket, entertainment and events, leading by example.”
“We look forward to working closely with Afrox and creating meaningful value for both organisations over the years ahead and thank them deeply for walking a wonderful journey with us. In addition to our thanks, we would like to extend our congratulations to Afrox as they edge ever closer to their 100th anniversary – what a fine knock you are having, and what an honour it is to share our wicket with your team.” – Jono Leaf-Wright, Chief Executive Officer, Lions Cricket
“As Afrox approaches its centenary in Africa in 2027, this partnership gives us an opportunity to celebrate our longstanding connection with communities across the continent. Lions Cricket’s focus on performance, development and positive community impact aligns well with our own values.”
“The DP World Lions’ ‘Gold Standard’ vision perfectly reflects our own pursuit of leadership, performance and continuous improvement.” – Ferdinand Kuehner, Chief Executive Officer, Afrox
Other: PCA partners with Titan Wealth to strengthen financial education for professional cricketers
The Professional Cricketers’ Association has added Titan Wealth as a new partner focused on supporting players throughout their careers and as they prepare for life after professional cricket.
Titan Wealth becomes PCA’s Official Financial Education Partner
Titan Wealth became the Professional Cricketers’ Association’s Official Financial Education Partner, providing PCA members with tailored financial education and support. The programme will include player visits, educational sessions and digital resources covering financial planning at different stages of a professional cricketer’s career.
“Professional sport can offer extraordinary opportunities, but it also comes with a very different financial journey. Players can begin earning professionally at a young age and typically need to think much earlier than most about how they make those earnings work for the long term.”
“Our partnership with the PCA is about giving players the knowledge and confidence to make informed decisions at every stage of that journey. We’re delighted to be working with the PCA and look forward to bringing Titan Wealth’s expertise directly to players across the professional game.” – Mike Fogden, Chief Marketing Officer, Titan Wealth
“We’re incredibly excited to partner with Titan Wealth as the PCA’s Financial Education Partner. From rookies beginning their professional careers to players preparing for life beyond cricket, Titan’s expertise will strengthen the PCA’s commitment to player welfare, providing members with valuable financial education, resources and reassurance to make informed decisions about their futures.” – Rob Smyth, Commercial Director, Professional Cricketers’ Association
