This week in cricket’s commercial arena, brand stories unfolded across backyards, bilateral blockbusters, and iconic faces. In the BBL, the Sydney Sixers and Melbourne Renegades locked in lifestyle-focused deals with Aiper and Liberty, tapping into the spirit of the Australian summer. On the international stage, BKT Tyres grabbed naming rights for the Australia–India white-ball series, while Star Sports roped in Amul and Pulsar to elevate Test coverage. Meanwhile, Virat Kohli and Anushka Sharma teamed up with fintech startup Pay10, headlining a wave of endorsements that also featured Sachin Tendulkar, Rahul Dravid, MS Dhoni, and rising stars like Ayush Mhatre and Shreyas Iyer. From innovation to influence, cricket’s commercial momentum shows no sign of slowing down.
BBL: Innovation, Inclusion, and Aussie Summer Vibes Power Big Bash Partnerships
This week in the BBL, two marquee clubs have doubled down on partnerships that reflect the very essence of the Aussie summer — blending innovation, lifestyle, and purpose. The Sydney Sixers renewed their alliance with smart backyard tech brand Aiper, while the Melbourne Renegades extended their long-standing relationship with Liberty, one of Australia’s leading non-bank lenders. These are more than jersey deals — they’re bold collaborations built on shared values, cross-gender team investment, and fan-first community engagement.
Sydney Sixers and Aiper extend summer-perfect partnership through 2026
Tech meets tradition in a backyard-powered cricket collaboration
The Sydney Sixers have renewed their relationship with Aiper, the global leader in cordless robotic pool cleaners and smart yard tech, extending the partnership until August 2026. Aiper will remain a Major Partner of both the Sixers’ BBL and WBBL teams, with branding featured on the back of all playing and training kits.
“Cricket and pools are two things that define summer for so many Australians,” said Rachael Haynes, GM of the Sydney Sixers.
“Aiper’s commitment to innovation and lifestyle aligns perfectly with what we want to bring to our members and fans — enjoyment, connection and the best of the season.”
Aiper VP of Sales Andres Gomez added:
“Just as the Sixers constantly evolve their game, we are pushing the boundaries to redefine convenience and efficient backyard solutions.”
The brand will use the partnership to promote its new Scuba X Series robotic pool cleaners and IrriSense smart irrigation systems, aiming to create engaging experiences for the Sixers community and reinforce its presence in the Australian market.
Liberty extends Renegades principal partnership into WBBL|11 and BBL|15
A celebration of consistency, community and shared values
The Melbourne Renegades have confirmed that Liberty, their Principal Partner since WBBL|05, will continue the relationship into WBBL|11 and BBL|15, marking seven years of unwavering support across both men’s and women’s programs.
The announcement came during the Big Bash x New Balance Kit Launch in Melbourne, where players and fans joined Liberty staff for a game of pop-up cricket under Marvel Stadium’s Stadium Square.
“This has been a fantastic partnership as Liberty’s free-thinking approach to lending perfectly aligns with the bold and innovative spirit of the ‘Gades,” said David Smith, Chief Distribution Officer at Liberty.
“We’re thrilled to continue as Principal Partner of such a diverse and inclusive club.”
Renegades GM James Rosengarten added:
“Liberty’s commitment to both our men’s and women’s programs has played a big role in our journey… We were thrilled to share last year’s WBBL championship with them.”
With a strong focus on community and innovation, Liberty’s support helps extend the Renegades’ off-field impact while reinforcing the importance of long-term brand alignment and inclusivity in modern cricket sponsorship.
NATIONAL BOARDS: Broadcast Brilliance, Bold Causes, and Bilateral Blockbusters – A Global Showcase of Purposeful Partnerships
This week in national board sponsorships, partnerships reflected not just commercial muscle, but strategic alignment with purpose, performance, and people. From India’s marquee Test series against the West Indies to the Australia–India white-ball rivalry, leading brands are banking on cricket’s vast emotional and cultural reach. Meanwhile, New Zealand Cricket deepens community ties, and South Africa’s Pink Day legacy continues to change lives off the pitch. Whether it’s TV screens, hospital wards, or grassroots grounds — cricket is proving to be more than a game, but a powerful platform for impact.
Star Sports lands Amul and Pulsar for West Indies Test Series coverage
Flagship show “Cricket Live” powered by Amul; Pulsar rides in as co-presenting partner
As India hosts the West Indies in a two-match Test series, Star Sports has strengthened its broadcast sponsorship roster with two iconic Indian brands — Amul and Pulsar.
Amul takes center stage as the Title Sponsor of Cricket Live, the network’s flagship pre- and post-match show across both Star Sports and JioHotstar, gaining multi-platform visibility with millions of viewers.
Meanwhile, Pulsar joins as Co-Presenting Partner for the Test series broadcast, aligning its energetic brand image with the endurance and tactical brilliance of Test cricket.
“By joining forces with household names like Amul and Pulsar, Star Sports reinforces its leadership in cricket broadcasting while offering advertisers an integrated platform to reach passionate fans across India,” the network noted.
With regional language feeds and comprehensive storytelling, these deals underscore Star’s drive to amplify both reach and resonance across India’s vast and diverse cricket-loving audience.
Cricket South Africa and Lions Cricket unveil refurbished Breast Cancer Imaging Unit
Pink Day legacy drives real-world impact in Johannesburg hospital
In a stirring example of cricket’s power beyond the boundary, Cricket South Africa (CSA) and Lions Cricket unveiled a newly renovated Breast Cancer Imaging Unit (BCIU) at Charlotte Maxeke Johannesburg Academic Hospital, building on their long-standing Pink Day initiative.
Upgrades include new flooring, furnishings, electronics, and donated essentials to enhance patient comfort and dignity. The transformation was made possible through the Pink ODI Fund, a partnership dating back to 2017.
“For us at CSA, cricket is more than just a game — it is a platform for hope, awareness, and change,” said Pholetsi Moseki, CEO of CSA.
“Pink Day has become a representation of purpose-driven annual sporting events, proving how collective action can transform lives and communities long after the final ball is bowled.”
Lions Cricket CEO Jono Leaf-Wright echoed the sentiment:
“Pink Day at the DP World Wanderers Stadium has become a tradition that transcends sport. We are humbled to play a part in this journey and remain committed to ensuring every Pink Day leaves a lasting legacy of dignity, hope, and impact.”
This initiative continues to serve as a global benchmark for purpose-driven partnerships in sport.
NZC extends partnership with G.J. Gardner Homes
Building communities through cricket across New Zealand
New Zealand Cricket (NZC) has renewed its relationship with G.J. Gardner Homes, continuing a partnership that supports cricket from elite international matches to grassroots participation.
The collaboration will focus on fan engagement, community storytelling, and matchday visibility over the next 12 months.
“Their ongoing support helps us invest in the game at every level and create memorable experiences for fans and participants nationwide,” said NZC CEO Scott Weenink.
“Cricket brings people together — whānau, friends and communities,” added Olly Sundstrum, General Manager at G.J. Gardner Homes. “We’re proud to continue our support of NZC and the teams who inspire Kiwis every summer.”
The extension reinforces a values-driven partnership centered around quality, community, and ambition, positioning G.J. Gardner Homes as a cornerstone of cricket’s growth in Aotearoa.
BKT Tyres becomes title sponsor for Australia–India ODI and T20I series
Cross-border rivalry meets global brand ambition
Global off-highway tyre manufacturer BKT Tyres has secured title sponsorship rights for the highly anticipated Australia–India men’s ODI and T20I series this season.
The matches will be officially known as the BKT Tyres Men’s ODI Series and BKT Tyres Men’s T20 International Series, with games played across major Australian cities from October 19 to November 13.
“We’re delighted to welcome BKT Tyres as the Naming Rights Partner,” said Todd Greenberg, CEO of Cricket Australia. “Their passion for cricket and dedication to creating immersive fan experiences align perfectly with our vision for the sport.”
“This marks a strategic milestone in strengthening BKT’s global footprint,” said Rajiv Poddar, Joint MD, BKT.
“As an Indian-origin company with a strong international presence, we see this as an opportunity to celebrate the values of performance, resilience, and teamwork.”
BKT’s growing cricket portfolio — including partnerships with the BBL, IPL franchises, and multiple boards — positions the brand as a serious global player in sports marketing, leveraging cricket’s reach across continents.
ENDORSEMENTS: Icons, Innovation & Influence — Cricket’s Biggest Names Drive Purpose-Led Brand Stories
This fortnight saw a flurry of powerful endorsements blending star power with strategy, as cricketers across generations aligned with brands in fintech, wellness, footwear, fashion, and even spirituality. From Virat Kohli and Anushka Sharma’s dual ambassador role in digital finance, to Sachin Tendulkar launching his own athleisure brand, and Sourav Ganguly endorsing corporate sport — the intersection of commerce and character continues to reshape the Indian brandscape. These deals are more than visibility grabs; they’re about embedding trust, relevance, and purpose in every consumer interaction.
Virat Kohli and Anushka Sharma front Pay10’s push into UPI-led fintech
Power couple joins forces to amplify digital trust and innovation
Pay10, a rising player in India’s fintech space, has signed Virat Kohli and Anushka Sharma as global brand ambassadors ahead of launching its UPI-enabled payments app. The campaign aims to convey security, accessibility, and futuristic simplicity to India’s digital consumers.
“Virat and Anushka embody the qualities we want our brand to represent,” said Prabhpreet Singh Gill, Chairman, Pay10. “His discipline, performance, and passion, and her creativity, authenticity, and entrepreneurial spirit make them ideal brand ambassadors to tell our story.”
Virat Kohli called Pay10 “a brand that shares my commitment to constantly pushing boundaries,” while Anushka Sharma praised the platform’s seamless, secure user experience.
The pair will lead Pay10’s integrated marketing and digital storytelling campaigns, targeting India’s rapidly scaling fintech user base. With their combined global reach exceeding 500 million, the endorsement promises to be one of the most influential of the year in the tech-finance space.
Sachin Tendulkar launches ‘Ten X You’ – a brand to make India a ‘sports-playing’ nation
From personal pain to national purpose, the master blaster steps into athleisure
Sachin Tendulkar has officially launched Ten X You, a sports athleisure brand he co-founded, positioning it as both a performance-driven label and a movement to get India moving.
“My wish is to transform our nation from a sports-loving nation to a sports-playing nation,” Sachin said at the launch.
“It took us 18 months to design the shoes… we’ve incorporated everything I felt was missing during my career.”
The brand’s ethos is rooted in accessibility, inclusivity, and purpose — born from Tendulkar’s own struggle with a foot injury in 2000. Ten X You will focus on sports shoes and related gear, combining elite-level performance with everyday usability.
Positioning himself as “Chief Inspiration Officer,” Sachin adds yet another layer to his post-cricket identity — from mentor to entrepreneur — with a clear intent to inspire behavioural change around fitness and sport.
Rahul Dravid teams up with Freedom Refined Sunflower Oil
Discipline and health find a new kitchen platform
Freedom Refined Sunflower Oil, a leading name in India’s edible oils market, has signed Rahul Dravid as its new brand ambassador, reinforcing its positioning around health-conscious cooking and balanced lifestyles.
“Freedom brings discipline and mindful habits into the kitchen,” said Dravid. “In my own home, it’s a trusted part of our meals… I’m proud to partner with a brand that motivates families to eat consciously and enjoy every bite.”
The partnership will unfold across integrated campaigns on TV, digital, and social media, tapping into Dravid’s reputation for dependability, mindfulness, and balance.
“His dedication and values mirror ours,” said P. Chandra Shekhara Reddy, SVP at Gemini Edibles & Fats India. “Rahul’s presence will inspire households across the country to embrace mindful cooking.”
Dravid’s endorsement adds gravitas and credibility to the brand’s health-first messaging — while positioning it firmly in India’s growing wellness economy.
MS Dhoni powers Asian Footwears’ festive campaign ‘Go Chase’
Momentum meets meaning in style-forward campaign
Asian Footwears has launched its new campaign “Go Chase” with MS Dhoni, combining stylish performance with symbolic storytelling. The brand’s high-octane spot, “The Engine,” draws on Dhoni’s love for machinery as a metaphor for persistence and purpose.
“This campaign is exciting. It’s a reminder that chasing your goals is all about mindset,” said Dhoni. “Asian shoes, for me, are all about comfort and endurance.”
Rajinder Jindal, Chairman of Asian Footwears, emphasized the synergy:
“Partnering with MSD — who symbolises resilience, calm, and fire — allowed us to tell this story authentically.”
The campaign supports Asian’s ₹100 crore investment into premium sneakers and retail expansion, and positions the brand as a homegrown disruptor marrying aspiration with affordability.
Shreyas Iyer partners with Bhagavad Gita for All
Cricket meets calm in a spiritual-tech collaboration
Indian batter Shreyas Iyer has joined hands with Bhagavad Gita for All (BGFA), a faith-tech platform offering spiritual guidance through video, AI, and reflective learning. The partnership is designed to encourage mental clarity, balance, and resilience among Gen Z and Millennials — especially in high-performance environments.
“The Gita is a companion that helps you reflect, stay balanced, and find purpose amidst challenges,” said Iyer. “It’s beautifully designed and so relevant for today’s generation.”
Founder Prithviraaj Shetty called Iyer a perfect example of the Gita’s teachings:
“He personifies the art of staying balanced amidst every challenge.”
The partnership marks a unique intersection of spirituality, tech, and sport, as Indian athletes increasingly explore wellness and inner strength to enhance performance.
Sourav Ganguly appointed brand ambassador for Bhartiya Corporate Premier League (BCPL)
Leadership, legacy, and a league for India Inc.
Sourav Ganguly has been named Brand Ambassador of the Bhartiya Corporate Premier League (BCPL) 2025, a new cricket tournament for working professionals across India. The league is built around leadership, teamwork, and work-life balance, echoing Ganguly’s own legacy.
“The BCPL is a fantastic initiative… a platform to unearth talent, foster team spirit, and promote a healthy work-life balance,” said Ganguly.
“Lessons learned on the sports field are invaluable in any professional sphere.”
With a ₹3 crore prize pool, televised matches, and city-wise player trials, BCPL aims to bring IPL-style professionalism to India’s white-collar warriors — and Ganguly’s association gives the project both credibility and cultural gravitas.
Zaggle partners with U-19 star Ayush Mhatre in 5-year deal
Next-gen fintech meets next-gen cricket talent
Zaggle, a leading spend management and fintech brand, has signed a five-year ambassadorial deal with Ayush Mhatre, U-19 cricketer and CSK squad member. The move reflects Zaggle’s strategy to connect with Gen Z audiences and position itself as an innovative, youth-driven financial solution.
“Ayush’s values and persona align with our commitment to innovation and challenging the status quo,” said Dr. Raj P Narayanam, Founder of Zaggle.
Mhatre responded with equal enthusiasm:
“To have such a forward-thinking brand believe in me at this stage is meaningful. Our journeys align — we’re both building for the future.”This partnership is both a bet on rising talent and a signal that emerging athletes are fast becoming credible, influential storytellers in the Indian brand universe.
