Local Loyalty and Women’s Cricket in Focus in England: Regional Sponsorships Fuel County Momentum
This week in English county cricket saw a series of sponsorship renewals and grassroots-driven partnerships that underscore the strength of regional support for the domestic game. Longstanding relationships were reaffirmed, especially with brands deeply embedded in their local communities, while investment in the women’s game took center stage in Leicestershire and Essex. Here’s a look at the key moves:
Tiptree Extends Two-Decade Partnership with Essex Cricket
Essex Cricket’s connection with Tiptree—makers of the famed preserves—has been extended for another three years, continuing a partnership that now surpasses 20 years. The new deal will see Tiptree remain an Official Partner until at least December 2027.
Dan Feist, CEO of Essex Cricket, highlighted the alignment of local pride and global recognition: “Not only are Tiptree a rightful holder of the Royal Warrant and an internationally-recognised brand, but they are Essex-based, making their superb products just 13 miles from our home ground.”
Tiptree’s commitment includes supporting the women’s team, donating hampers for the Women’s Player of the Month. Joint Managing Director Chris Newenham said: “We are very community focussed at Tiptree and share this philosophy with Essex Cricket.”
IMA Architects Double Down on Support for Leicestershire Women’s Team
Leicestershire County Cricket Club has secured continued backing from IMA Architects, who return as a shirt sleeve sponsor for the women’s team, The Foxes, for a second consecutive year. The extension follows significant facility upgrades at the Uptonsteel County Ground led by IMA, including a multi-faith room, new changing areas, and improved umpire facilities.
Ben Hall, Managing Director at IMA Architects, said: “We’re pleased to build on our partnership with LCCC again this year by sponsoring The Foxes as they start their first season as a Tier Two County team.”
The partnership reflects IMA’s wider involvement in regional sport, with sponsorships also extending to Leicester City FC and Leicester Tigers RFC.
Owen Taylor & Sons Sponsors Derbyshire Fixture Against Lancashire Lightning
Family-run catering butcher Owen Taylor & Sons is lending its name to Derbyshire’s marquee Vitality Blast fixture against Lancashire Lightning at The Central Co-op County Ground. The event, which features big names like Jimmy Anderson and Liam Livingstone, promises to be one of the highlights of the season.
Though primarily a fixture-specific sponsorship, this activation showcases the enduring appeal of local partnerships that bridge regional businesses with high-profile matchdays.
MLC: Seattle Orcas and Veeam Extend Winning Formula Through 2027 as Warner Joins the Fold
Major League Cricket continues to gather commercial momentum in the U.S., with one of its flagship franchises—the Seattle Orcas—securing a significant multi-year extension with founding sponsor Veeam Software. As the Orcas welcome cricket icon David Warner to their squad, their partnership with Veeam is deepening beyond logos and visibility, underpinned by a shared ethos of resilience and high performance.
Veeam Extends Founding Partnership with Seattle Orcas Through 2027
Veeam Software has renewed its headline sponsorship of the Seattle Orcas until the end of the 2027 MLC season, continuing a collaboration that began with the league’s launch in 2023. The deal ensures Veeam’s branding will remain prominently featured on Orcas uniforms and integrated into fan engagement initiatives, including “Day in the Life” experiences and nationwide watch parties.
Veeam CEO Anand Eswaran emphasized the strategic nature of the relationship: “Cricket demands split-second decision-making, unwavering focus and the ability to recover from every bouncer. That mirrors our approach to data… Partnering with the Seattle Orcas isn’t just about logos on jerseys; it’s about rallying behind a shared passion for resilience and excellence.”
The partnership extension coincides with the high-profile debut of David Warner in the MLC, adding global star power to an Orcas roster already boasting Heinrich Klaasen, Harmeet Singh, and Steven Taylor.
Seattle Orcas CEO Hemant Dua underscored the broader vision: “This partnership is about building community, driving innovation, and making cricket America’s summer spectacle and the Seattle Orcas America’s favourite cricket team.”
The alignment of a data resilience leader with a dynamic T20 franchise reflects both parties’ ambitions: sustained growth, cultural impact, and competitive excellence in the fast-evolving U.S. cricket landscape.
BBL: Perth Scorchers and Komatsu Cement Community-Driven Partnership for Fifth Consecutive Season
The Big Bash League’s commercial landscape remains rooted in long-term, values-led collaborations, and few embody this ethos better than the Perth Scorchers and Komatsu. Their renewed agreement marks a fifth consecutive season of partnership, driven by shared commitments to innovation, inclusion, and community development.
Komatsu Recommits to Perth Scorchers Through 2025-26 Season
Perth Scorchers and Komatsu have extended their impactful alliance for another year, taking their partnership into the 2025-26 BBL and WBBL seasons. Komatsu’s branding will continue to feature on both men’s and women’s team kits, with the collaboration underpinned by a strong emphasis on community engagement.
Scorchers GM Jess Keily noted the synergy: “Our values are closely aligned, with both of our organisations prioritising innovation in sport and the workplace, something we want to continue to highlight.”
This was exemplified during BBL|14, when a Komatsu apprentice mechanic joined the Scorchers for a match-day warm-up and behind-the-scenes experience, blending teamwork, project management and real-world learning.
Komatsu General Manager Glenn Swift said, “This collaboration is about more than just sport—it’s about connecting with the community, championing inclusion, and celebrating teamwork in all its forms.”
The partnership continues to serve as a model for how industrial brands can authentically embed themselves within elite sporting ecosystems while driving meaningful impact at the grassroots level.
Spirit, Legacy, and Inclusion: National Board Deals Reflect Broader Missions in Sri Lanka and India
This week’s sponsorship activity at the national level spotlighted the deeper values that underpin cricket’s appeal—community, history, and inclusion. In Sri Lanka, a nostalgic and emotionally charged series sponsorship reflects decades of corporate support, while in India, a milestone initiative underscores how cricket can lead broader societal progress. Here’s a closer look:
LG – Abans Backs Sri Lanka-Bangladesh Series, Celebrates Cricketing Legacy
Abans PLC, the exclusive distributor of LG in Sri Lanka, has stepped in as the title sponsor for the Sri Lanka vs. Bangladesh 2025 series—marking yet another chapter in a decades-long relationship with Sri Lankan cricket. The tour includes two Tests, three ODIs, and three T20Is, running through mid-July and highlighted by the farewell of Angelo Mathews from Test cricket.
The partnership is as much about emotion as it is about exposure. “From interactive fan promotions to curated match day hospitality,” the LG – Abans initiative aims to deepen engagement, according to the company, while honouring the sport’s past and future. The deal follows a rich history, including the iconic 2001 LG – Abans Triangular Series and large-scale activations like the 2012 T20 Walk in Colombo.
This sponsorship also includes grassroots investment, with CSR programs aimed at developing rural cricketing talent—positioning LG – Abans not just as a sponsor, but as a long-time stakeholder in Sri Lanka’s cricketing identity.
BPCL Sponsors India’s First Pan-Disability Cricket Team for England Tour
In a landmark move for inclusive sports, Bharat Petroleum Corporation Limited (BPCL) has announced its support for India’s first pan-disability cricket team as they tour England for the Vitality IT20 Mixed Disability Series. Comprising players with physical, hearing, and intellectual disabilities, the team will play seven T20Is across England in June and July.
At the official jersey unveiling, BPCL’s Chief GM – Sports (HRS), Deepak Jain, emphasized the symbolic value: the jersey bearing the BPCL logo represents “a significant step towards fostering inclusivity and diversity in Indian sports.”
The move underlines BPCL’s broader strategy to support equity and representation through sport, setting new benchmarks for corporate social impact in Indian cricket.
Icons and Influence: Tendulkar, Kohli, and Mandhana Front New Endorsement Campaigns Across Tech, Lifestyle, and Wellness
In the world of cricket endorsements, this week’s highlights come from the very top of the game’s global pantheon. From Sachin Tendulkar’s entry into the digital community space with Reddit, to Virat Kohli starring in a playful ad for Asian Paints’ premium interior line, and Smriti Mandhana extending her skincare partnership with Herbalife, brands are aligning with legends and leaders to tell deeper stories of connection, lifestyle, and wellness.
Sachin Tendulkar Becomes Reddit’s First Cricket Brand Ambassador
Reddit has appointed cricket icon Sachin Tendulkar as its brand ambassador, underscoring the platform’s ambition to create vibrant, sport-centric digital communities. As part of the partnership, Tendulkar will actively engage with fans on cricket subreddits like r/IndiaCricket, offering match insights, personal reflections, and exclusive content.
“For me, cricket has always been about that pure connection with people,” said Tendulkar. “This association gives me an opportunity to connect with fans in new ways and celebrate our shared love for sports.”
Durgesh Kaushik, Reddit’s VP of International Growth, added: “We envision Reddit’s cricket communities becoming vibrant digital spaces… and Sachin’s participation will enrich the experience for fans worldwide.”
The move aligns with Reddit’s broader global sports strategy, which includes recent collaborations with Serie A, the NFL, NBA, MLB, and more.
Virat Kohli Headlines Launch Campaign for Asian Paints’ Apcolite All Protek
Asian Paints has launched its premium “Apcolite All Protek” interior emulsion with a new campaign starring Virat Kohli. The product leverages Lotus Effect Technology for superior stain resistance and is positioned as a solution for modern households filled with life and activity.
Amit Syngle, MD & CEO of Asian Paints, explained: “With Apcolite All Protek… we’ve created a solution that responds to today’s reality. It takes the stress out of keeping walls clean.”
The accompanying TVC, conceptualized by McCann Worldgroup, features Kohli navigating humorous, stain-prone situations in a family home—demonstrating both his star power and the product’s staying power.
Herbalife Renews Skincare Deal with Smriti Mandhana
Health and wellness brand Herbalife India has extended its endorsement deals with Indian cricket star Smriti Mandhana and table tennis ace Manika Batra, specifically for its vritilife Ayurvedic skincare line. The partnership highlights the need for high-performance, clean skincare for athletes facing intense physical and environmental stress.
Ajay Khanna, MD of Herbalife India, said: “They embody the spirit of balance, strength, and authenticity… Their inspiring journeys will help us encourage more people to embrace skincare as an empowering aspect of holistic well-being.”
The vritilife range blends Ayurvedic ingredients like neem, turmeric, and kumkumadi oil with dermatologically tested modern actives—presented as both a science-backed and culturally resonant approach to wellness.
Rising Talent and Regional Power: Baroda Premier League Secures Parimatch Sports as Associate Sponsor
As India’s domestic T20 ecosystem grows beyond the marquee leagues, sponsorship attention is increasingly turning to regional tournaments that serve as launchpads for future stars. The Baroda Premier League (BPL) 2025, a showcase of Gujarat’s deep cricketing roots, is the latest to benefit—landing a sponsorship deal that connects grassroots passion with national brand ambition.
Parimatch Sports Partners with Baroda Premier League 2025
Parimatch Sports has joined the Baroda Premier League as Associate Sponsor for the 2025 season, reinforcing its mission to nurture Indian cricket at the grassroots level. Organized by the Baroda Cricket Association and running from June 15–29, the BPL features five teams and is seen as a proving ground for emerging talent in a region known for producing stars like Hardik Pandya, Zaheer Khan, and Irfan Pathan.
“We are thrilled to support the Baroda Premier League 2025… Gujarat has long produced world-class talent — this league is an exciting stage for the next generation,” said the Parimatch Press Office.
This partnership allows Parimatch Sports—also endorsed by global cricket icon Sunil Narine—to further embed itself in India’s sporting DNA, while amplifying local fan engagement through exclusive digital content and community-driven promotions. The brand’s presence in Baroda exemplifies a growing trend: national and international companies looking beyond metros to tap into the next wave of Indian cricket fervor.
