This week’s Global Sponsorship Roundup captures cricket’s commercial engine in full flow — from IPL 2026 franchises locking in major title and principal partnerships, to Cricket West Indies strengthening its global footprint with a new jersey sponsor ahead of marquee events. Off the field, two of the game’s most trusted figures, Rahul Dravid and MS Dhoni, deepened their brand alliances, while leagues and domestic bodies across multiple markets secured naming-rights and purpose-led partnerships. Together, the deals reflect a sport scaling commercially across franchise, national, endorsement and ecosystem levels — with brand confidence clearly on the rise.
IPL: Punjab Kings and Lucknow Super Giants secure major title and principal partnerships ahead of 2026
Two IPL franchises have strengthened their commercial rosters ahead of the 2026 season, with Punjab Kings landing a new title sponsor and Lucknow Super Giants aligning with a principal partner rooted in regional identity.
CP PLUS becomes title sponsor of Punjab Kings for IPL 2026
Punjab Kings have signed CP PLUS, the Indian security and surveillance manufacturer, as their Title Sponsor for IPL 2026.
Aditya Khemka, Managing Director, CP PLUS, said, “Cricket unites millions across the country, and as the brand that has closely supported the game for years, this partnership with Punjab Kings is especially meaningful for us. At CP PLUS, we see clear parallels between high-performance sport and our own journey: discipline, precision and the ability to deliver consistently under pressure. Punjab Kings stands out for its fearless approach and its strong connection with fans across India.
“That spirit of ambition and resilience resonates deeply with us. As Title Sponsor for IPL 2026, we view this association as a strategic platform to engage with a digitally connected, nationwide audience, while reinforcing our focus on delivering trusted, technology-led security solutions that help build safer and smarter environments across the country.”
Satish Menon, CEO of Punjab Kings, said, “We are delighted to welcome CP PLUS into the Punjab Kings family. This partnership is built on a shared vision and we are confident it will create strong value for both brands. We look forward to an exciting season ahead together.”
Saurabh Arora, Chief Commercial Officer of Punjab Kings, commented, “CP PLUS is a trusted brand that fits naturally into everyday India, making this partnership highly relevant for the IPL audience. Together, we aim to build a season-long platform that delivers strong consumer impact and brings fans closer to the Punjab Kings experience.”
JK Super Cement named principal sponsor of Lucknow Super Giants for IPL 2026
Lucknow Super Giants have announced JK Super Cement, from the house of JK Cement, as their Principal Sponsor for the IPL 2026 season.
Dr. Raghavpat Singhania, Managing Director, JK Cement Ltd., said, “Cricket is not merely a sport — it is the heartbeat of Uttar Pradesh. Our organisation has been a steadfast supporter of cricket for decades, with a clear vision to nurture and strengthen the sporting ecosystem from the grassroots level upward. Partnering with the Lucknow Super Giants marks a natural progression of this commitment. We are thrilled to support a team that represents our home state, and we remain dedicated to providing a platform for local talent to shine on the global stage.”
Mr. Madhavkrishna Singhania, Joint Managing Director and CEO, JK Cement Ltd., added, “At JK Super Cement, our promise has always been to stand by the home builder through every stage of construction, catering to all their needs to Build Strong. In the same spirit, we are here to support the Lucknow Super Giants. Just as we provide the strong foundation for a safe home, we aim to be the strong support system for LSG as they head into the tournament. We are confident that this partnership will amplify our brand presence and we are delighted to stand with Lucknow Super Giants as Principal Sponsors as together we BUILD STRONG fan connections and engagements”
Mr. Vinay Chopra, CEO, RPSG Sports Private Limited, said- “We are thrilled to welcome JK Super Cement as the Principal Sponsor for Lucknow Super Giants in the upcoming IPL 2026 season. This partnership unites two proud sons of Uttar Pradesh—JK Cement, a cornerstone of India’s construction industry, and LSG, the heartbeat of our state’s cricketing passion, both embodying resilience, strength, and unwavering ambition. Together, we will BUILD STRONG foundations for success, amplifying fan connections and nurturing local talent on the national stage, much like JK Super Cement supports home builders every step of the way. This collaboration celebrates our shared roots and promises an exciting journey ahead for LSG supporters across the nation.”
National Boards: Cricket West Indies secures jersey partner ahead of global events
Cricket West Indies has added a new commercial partner to its men’s programme, aligning with an international brand for major ICC and bilateral commitments in 2026.
Livpure becomes official jersey sponsor of West Indies senior men
Cricket West Indies (CWI) has signed Livpure, the water purification and home appliances brand, as an Official Jersey Sponsor of the West Indies Senior Men’s Team for the ICC Men’s T20 World Cup 2026 and the white-ball tour of India later this year.
CWI President, The Hon. Dr. Kishore Shallow, said, “On behalf of Cricket West Indies, I warmly welcome Livpure as a valued partner of our Senior Men’s team. This collaboration reflects the enduring global appeal of West Indies cricket and our ability to attract respected international brands. Strategic partnerships such as this are critical to supporting the growth, competitiveness, and long-term sustainability of our game across the region. We look forward to building a strong and mutually beneficial relationship with Livpure as our team competes on the world stage.”
CWI Chief Executive Officer Chris Dehring said, “Cricket West Indies is pleased to welcome Livpure into the West Indies cricket family. This partnership reflects the global appeal of our team and the strong commercial opportunities associated with West Indies cricket, particularly in key markets such as India. We look forward to working closely with Livpure to deliver value both on and off the field during a pivotal year for our men’s team.”
Rakesh Kaul, MD & CEO for Livpure, said, “We are proud to partner with Cricket West Indies and to be associated with one of the most iconic teams in world cricket. The passion, flair, and global fan base of West Indies cricket align strongly with our brand values, and we look forward to engaging millions of cricket fans through this partnership as the T20 World Cup in India and Sri Lanka sets the stage for an atmosphere of unmatched scale and excitement that resonates deeply with audiences across the world.”
Endorsements: Rahul Dravid and MS Dhoni strengthen long-term brand alliances
Two of Indian cricket’s most trusted figures have extended their commercial portfolios, with Rahul Dravid joining Colgate Total and MS Dhoni renewing his long-standing association with Swaraj Tractors.
Rahul Dravid appointed brand ambassador for Colgate Total
Colgate-Palmolive (India) Ltd. has appointed Rahul Dravid as Brand Ambassador for Colgate Total, reinforcing the brand’s premium, science-led positioning in the oral care segment.
Rahul Dravid, Brand Ambassador for Colgate Total, said, “When it comes to sports performance, every detail counts. Oral health is one such detail – so much so that teams across the world & coaches like Hansi Flick now mandate dental exams for their team. That’s where Colgate Total comes in for me, it prevents 8 dental problems, giving you that proactive edge”
Gunjit Jain, EVP, Marketing, Colgate-Palmolive (India) Limited, added,“Good health has always been linked to sports performance. Everyone knows that you need good sleep, exercise and nutrition, but the hidden edge that has not been spoken about yet is Oral Health. Yes, Oral Health is linked to sports performance. The science is simple – germs in your mouth can enter your body, cause inflammation, slow down muscle recovery and impact stamina. By partnering with Rahul Dravid, a personification of consistency and credibility, we’re taking this conversation mainstream while highlighting Colgate Total’s superior technology that fights germ build-up 3x better, preventing 8 dental problems. Stay tuned for more.”
Swaraj Tractors renews partnership with MS Dhoni
Swaraj Tractors, part of the Mahindra Group, has renewed its partnership with MS Dhoni as brand endorser, extending the association into a new strategic phase and launching the “Bharosa” campaign.
Gaganjot Singh, CEO, Swaraj Division M&M Ltd., said: “MS Dhoni reflects the ethos of Swaraj — dependable, authentic, and consistently focused on performance. This partnership has helped us strengthen our connect with customers while reinforcing the values that define the brand. As we move ahead, his association will play an important role in building greater resonance for Swaraj across markets and supporting our efforts to present the brand with contemporary outlook and energy while staying true to its legacy.”
Other franchise and domestic leagues: League naming rights, commercial impact and social purpose partnerships
Franchise and domestic cricket properties across Ireland, South Africa and Australia have secured naming-rights agreements, strengthened commercial partner impact, and aligned with purpose-driven initiatives.
Betway SA20 highlights Season 4 partner impact across title and official categories
Betway SA20 detailed the commercial impact of its partners during Season 4, led by Title Sponsor Betway, alongside activations from Suzuki (Proud Vehicle Partner), Absa, DP World (Global Logistics Partner), rain, King Price Insurance, Switch Energy Drink, Castle Lite (Beer Pouring Partner), Jonsson Workwear (Workwear Partner) and Laureus Sport for Good Foundation SA (Social Impact Partner).
Mark Rowles, Head of Sponsorship at Betway, said, “As Betway we have been fortunate to have been a part of the journey with the Betway SA20 from the beginning. Our brand awareness and association as the Title Sponsor of the tournament continues to grow and reach almost unprecedented levels in the SA market. We are proud to be involved with a tournament that continues to break records for stadium attendance as this was a key objective when it all began. Along with that, we are deriving incredible business value by hosting key partners, customers and suppliers at the tournament and the demand for these experiences also reached new heights in Season 4.”
Nikita Gelandt, winner of Suzuki’s “Ballin’ with Suzuki” activation, said, “My heartfelt gratitude to Suzuki for changing my life. I entered the competition so many times and never imagined that one of the entries would get me here. This has been an incredible start to 2026,”
Thabisa Mkhwanazi, Managing Executive for Absa Personal and Private Banking, said, “Our involvement in Season 4 of the Betway SA20 through instant rewards at the stadium allowed us to create meaningful value for our customers, reinforcing the bank’s commitment to recognising customer loyalty and creating moments that truly matter,”
DP World’s Esha Mansingh Head Corporate Affairs & Sustainability sub-Saharan Africa said, “SA20’s global cricket reach aligns with DP World’s global supply chain footprint, combining world-class competition with strong local roots to connect and inspire diverse communities through South Africa’s leading sports and entertainment platform.
“It has also provided an exciting platform for us to generate brand awareness, recognition and understanding,”
Doug Worth, Head of rain Cricket Sponsorship, said, “Beyond media value, the partnership has embedded rain into a fast-growing sporting ecosystem that blends innovation, youth culture, and mass reach. This has helped us to deliver sustained business value and long-term brand equity,”
WA Cricket partners with Maddie Riewoldt’s Vision for national awareness week
WA Cricket has partnered with Maddie Riewoldt’s Vision to support the 2026 National Bone Marrow Failure Syndrome Awareness Week (2–8 March), encouraging young Western Australians to register as stem cell donors.
WA Cricket CEO John Stephenson said, “Our sport connects with thousands of young Australians in the 18 to 35 age bracket and medically, that’s the group that gives patients the best chance of a successful transplant.
“When you understand how complex and precise donor matching is, you realise how important every single registration becomes.
“For some patients, there may be just one suitable person anywhere in the world. Increasing the number of young Western Australians on the registry directly increases the odds of saving a life.”
WA batter Cameron Bancroft said, “We talk a lot in sport about stepping up when it counts. Registering as a stem cell donor is one of those moments off the field where you can genuinely change someone’s future.
“If you’re young and healthy, you’re exactly who doctors are hoping to find on that registry. It’s quick to register, starting with a simple swab test, and one day you could be the reason someone gets a second chance.”
Amy Coote, CEO of Maddie Riewoldt’s Vision, said, “We are incredibly grateful to WA Cricket for standing with us during National Bone Marrow Failure Syndrome Awareness Week.
“Together, we’re calling on Western Australians to take action by donating blood and registering to become a stem cell donor.
“For patients facing Bone Marrow Failure Syndromes, blood donations are critical to their survival, and a stem cell transplant can offer their only chance of a cure.
“Support like this makes a real difference to the patients and families we walk alongside every day in WA and across the country.”
Mercury Security & Facilities Management becomes title sponsor of Northern Cricket Union senior leagues
Mercury Security & Facilities Management (MSFM) has signed a three-year deal as Title Sponsor of the Northern Cricket Union (NCU) Senior Leagues, securing exclusive naming rights across the Men’s Premier League, Sections 1, 2 and 3, the Women’s Premier League and Women’s Senior League Section 1.
Callum Atkinson, Chief Executive of the Northern Cricket Union, said, “We are delighted to welcome Mercury Security & Facilities Management as official partner of the Northern Cricket Union. This partnership represents an exciting opportunity to support and enhance our senior leagues, which are at the heart of the domestic game, and will make a real difference to clubs, players, and fans alike.
“Mercury is a respected and forward-thinking company, and their enthusiasm for community engagement and youth development perfectly aligns with our own mission to make cricket accessible and inclusive for everyone. We look forward to working closely with them as we continue to invest in the future of cricket across the NCU.”
Mercury Security & Facilities Management Managing Director Liam Cullen said, “At Mercury, we are proud to support local sport and the communities that stand behind it. Cricket has a remarkable ability to bring people together, build connections, and give young people the confidence and opportunities they need to grow — both on and off the field.
“Supporting the Northern Cricket Union allows us to play a part in strengthening those community bonds and contributing to something that genuinely enriches lives. This partnership reflects our belief in the power of sport to unite, inspire, and create lasting positive impact.
“We look forward to working closely with the NCU as it continues to develop clear pathways from grassroots to senior cricket and to champion the growth of both men’s and women’s cricket across Northern Ireland.
“It is a privilege to contribute to a sport that brings so much value and vibrancy to local communities,” he added.
Other: Cricket Mentoring and Square One unite in cross-border performance partnership
A new strategic collaboration has been announced between a global cricket mentoring platform and one of the Northern Hemisphere’s largest indoor cricket facilities, combining digital coaching expertise with high-performance infrastructure.
Cricket Mentoring and Square One Cricket Complex announce strategic partnership
Cricket Mentoring has partnered with Square One Cricket Complex, the Brighton-based indoor cricket facility, in a collaboration designed to integrate world-class physical facilities with digital and mental performance coaching.
Liam Hindle, CEO of Cricket Mentoring, said, “We are thrilled to announce our partnership with Square One. By joining forces with one of the best cricket centres in the world, we are able to take our mission of developing cricketers worldwide to the next level. This collaboration is about broadening opportunity and ensuring every player has the tools—both physical and mental—to reach their full potential.”
Rob Ferley, Co-Founder of Square One Cricket, said, “At Square One, our belief is built around providing the opportunity for everyone to flourish. Partnering with Cricket Mentoring allows us to combine our world-class facilities with their deep knowledge of the game and mental performance insights. We are excited for the big announcements and collaborations coming soon that will benefit our members and the wider cricket community.”
