From IPL partnerships coming to life through on-ground activations to franchise leagues targeting U.S. growth and athletes taking on investor roles, this week’s sponsorship activity highlights a rapidly evolving commercial ecosystem. Across national boards, grassroots programmes and development pathways also continue to attract long-term backing, reinforcing cricket’s expanding global footprint both on and off the field.
IPL: Brand activations deepen as partnerships come to life
The IPL continues to see brands move beyond traditional sponsorships, with partnerships increasingly activated through on-ground experiences and direct fan engagement alongside team integrations.
Tommy Hilfiger Travel Gear partners with LSG
Tommy Hilfiger Travel Gear, licensed in India by Brand Concepts Limited, has partnered with Lucknow Super Giants as the Official Travel Accessories Partner for IPL 2026, supplying the team with Roava backpacks and Las Vegas luggage.
Other Franchise Leagues: Content partnerships target U.S. growth
Franchise leagues continue to prioritise international expansion, with new media and content partnerships aimed at building audiences and accelerating cricket’s growth in key markets like the United States.
MLC continues to build commercial momentum through renewals, with partners extending agreements and expanding their presence across team assets and matchday environments.
Hexaware extends San Francisco Unicorns partnership
Hexaware Technologies has extended its partnership with San Francisco Unicorns for one year through the 2026 MLC season, continuing as an Official Partner with branding on playing helmets, caps, and matchday signage.
“Our partnership with Hexaware Technologies is rooted in the alignment of our shared values of ambition, innovation, and a strong commitment to the communities we serve. Following a successful first season together, we’re excited to continue building our relationship into 2026. We’re honored to represent the Hexaware brand on our playing helmets as we look to win our first Championship title this summer.” David White, Chief Executive Officer, San Francisco Unicorns.
“This partnership reflects Hexaware’s commitment to the communities we’re proud to be part of, and to standing behind a team that truly represents the Bay Area. After a successful first season together, extending this relationship was a natural step — the SF Unicorns share our values of ambition and excellence. Our teams and the wider San Francisco community are fully behind Cam White and the squad, and we can’t wait to cheer them on at the Oakland Coliseum this summer.” Nidhi Alexander, Chief Marketing Officer, Hexaware.
CPL partners with Jomboy Media
Republic Bank Caribbean Premier League has partnered with Jomboy Media to produce creator-led content aimed at growing cricket’s audience in the United States, with support from Willow TV.
“We are incredibly excited about what Jomboy Media can create using the CPL archive, as well as content generated during the 2026 season. Interest in CPL and in cricket more broadly has grown rapidly in the United States over recent years, and we are confident this momentum will continue as we build towards the sport’s reintroduction at the Olympic Games in Los Angeles in 2028. We would like to thank Willow TV for their support in making this partnership possible, and we look forward to seeing the innovative content the Jomboy Media team will produce in the months and years ahead.” Francois Vainker, Head of Media Partnerships and Business Development, Caribbean Premier League.
“It is an unrivalled time for cricket in the U.S. We saw over 2.6 million views across our platforms during the T20 World Cup – that’s millions of Americans who were introduced to the sport for the first time. One thing is clear: our community wants more, and CPL is the perfect partner to deliver on that. Rights holders and leagues are coming to us because they know we can do for their sport what we’ve done for baseball: build real fandom from the ground up, by making the sport accessible, fun, and impossible to look away from. CPL has built such excitement and energy around cricket and we couldn’t ask for a better partner, or a better moment, to continue to fuel U.S. fandom for the sport, especially with the sport’s epic return to the 2028 LA Olympics.” Courtney Hirsch, Chief Executive Officer, Jomboy Media.
National Boards: Women’s cricket and grassroots pathways attract investment
National boards continue to secure long-term partnerships focused on women’s cricket and grassroots development, with brands aligning around community engagement and participation growth.
Evara partners with Cricket Ireland
Evara has signed a multi-year sponsorship deal with Cricket Ireland to become the main sponsor of the Ireland Women’s senior international team and Under-19 Women’s team, as well as title partner of the All-Ireland Club Cup competitions.
“The Ireland Women’s senior international squad is a growing force in world cricket. Their development and improving competitiveness on the global stage over recent years has significantly raised the profile of the team, as well as a number of the leading players. As a group, they are not just high-performing athletes, but also role models for young Irish cricketers, especially young girls. As such, we have been very thorough in aligning the squad with a new sponsor, and very pleased to announce Evara as Ireland Women’s new main sponsor. We are delighted to welcome CEO Michael Hynes and the entire staff of Evara to the Irish cricket family. What excites us about this partnership is that it reflects a shared focus on community – bringing together our commitment to grassroots cricket across Ireland with Evara’s vision of building places where people want to live and where neighbourhoods come alive. A key driver for Evara to partner with us is their interest in being able to support and grow women’s sport, and in doing so, aiming to make cricket a sport of choice for women and girls across Ireland. Evara’s community-focus also aligns with our vision to increase participation and inspire the next generation of players. Equally, their support of the club game – through the club cup competitions – will see Evara invest in enhancing the profile and visibility of our great game across this island – which will, in turn, build strong foundations for our clubs at all levels.” Sarah Keane, Chief Executive Officer, Cricket Ireland.
“We are thrilled by this new partnership and excited to be working with Cricket Ireland. Ireland’s women’s cricket teams are a growing force in the sport thanks to their dedication, determination, skill levels and competitive edge. We are delighted to play a part in supporting the Senior Women’s squad and Under-19 Women’s squad as they continue to make their mark at international level. As part of our work in building and delivering new homes and communities, Evara is aware of the increasing popularity of cricket in Ireland and particularly so in Adamstown, where we are the lead developer. We are delighted to support the growth of an inclusive sport with an ability to bring communities and people together. As such, we are proud that our sponsorship agreement with Cricket Ireland will also help to nurture and develop cricket at club level across the country through our sponsorship of All-Ireland Club Cup competitions.” Michael Hynes, Chief Executive Officer, Evara.
Republic Bank renews with Cricket West Indies
Republic Bank has renewed its partnership with Cricket West Indies for the 2026 Primary Schools ‘Five for Fun’ Cricket Programme, supporting grassroots cricket across the Caribbean.
“At Republic Bank, we believe in the power of sport as a conduit for building confidence, character, and transforming lives. Our continued partnership with Cricket West Indies through the Republic Bank Five for Fun Cricket Programme reflects our commitment to youth development and strengthening communities across the Caribbean. Through this initiative, we are not only introducing children to the joy of cricket, but also helping them develop important life skills such as teamwork, discipline, resilience, and ambition. These lessons extend far beyond the field and help prepare them for success in every aspect of life. We are proud to support a programme that creates meaningful pathways for the next generation, both in sport and in leadership across our region.” Richard S. Sammy, Group Vice President, Republic Financial Holdings and Vice President, Republic Bank.
“Cricket West Indies is tremendously proud of our continued partnership with Republic Bank on the Republic Bank Five for Fun Cricket programme, as it continues to grow as a vital grassroots initiative, combining cricket development with life skills in a safe and engaging environment where young boys and girls can learn, express themselves, thrive and grow. It reflects a shared commitment to ensuring cricket remains a meaningful part of the school experience, while creating clear development pathways for young talent across the Caribbean to progress both on and off the field.” Chris Dehring, Chief Executive Officer, Cricket West Indies.
ECB partners with Cawston Press
Cawston Press has signed a multi-year agreement with the ECB to become the Official Soft Drinks Partner and Official Drinks Break Partner of England Cricket.
“We are delighted to team up with Cawston Press as our Official Soft Drinks Partner, ahead of an exciting summer of cricket for both England Men and Women. Cawston Press is one of the UK’s most exciting growth brands in the sector with a clear focus on quality, natural ingredients and great taste. We look forward to bringing them to cricket fans across the country and being a part of their journey.” Ben Bradley, Head of Commercial Partnerships, ECB.
“Cawston Press drinks are inspired by quintessentially English flavours like Rhubarb, Elderflower and Beetroot so partnering with the ECB is a natural and hugely exciting step for the brand. Cricket isn’t a game to be rushed, just like how we approach making our drinks, with time, care and only a few simple ingredients. We can’t wait to see the partnership come to life, with activity rolling out from May.” Laura Graham, Head of Marketing, Cawston Press.
Endorsements: Athletes deepen roles as investors and brand builders
Endorsement activity continues to evolve, with cricketers taking on roles as investors, creators and long-term brand partners, while brands increasingly focus on authenticity, technology and lifestyle integration.
Ajinkya Rahane invests in Chupps
Ajinkya Rahane has taken an equity stake in D2C footwear brand Chupps, joining as an investor and strategic advisor with involvement in product development.
“What drew me to Chupps wasn’t the pitch. It was the product. You can tell when something is built with intention and when it isn’t. This one is.” Ajinkya Rahane.
“We’re at a point where the brand has moved beyond early validation and is now scaling with clear intent. This phase is about building depth across product, distribution, and brand. Ajinkya’s involvement comes at the right time for us, as we start building for a more evolved consumer need. It’s a partnership that strengthens how we build, not just how we grow.” Yashesh Mukhi, Co-founder, Chupps Footwear.
OpraahFx partners with ChatGPT and Mohammed Siraj
OpraahFx has partnered with ChatGPT and Mohammed Siraj to create AI-driven, social-first content centred around the player’s on- and off-field persona.
Mobilla appoints Shivam Dube
Mobilla has appointed Shivam Dube as its brand ambassador to lead campaigns focused on performance, reliability and everyday usability.
“At Mobilla, we have always believed in building products that deliver consistently in moments that matter. Shivam represents that same spirit—focused, dependable, and always ready to perform when it counts. This partnership is not just about visibility; it’s about aligning with a mindset of growth as we take Mobilla to the next level.” Jignesh Shah, Co-Founder, Mobilla.
“For us, this moment is deeply special. Launching Shivam as the face of Mobilla on April 16, 2026, makes it even more meaningful personally and professionally. As a brand, we are entering a new chapter stronger, sharper, and more ambitious. Shivam’s journey and energy resonate with our vision of ‘Har Pal Ke Liye’ being present and reliable in every moment that matters.” Hetal Shah, Co-Founder, Mobilla.
“I’m excited to be associated with Mobilla, a brand that stands for reliability and performance. In cricket, just like in life, consistency and trust make all the difference. Mobilla’s approach towards building durable and dependable products aligns with my own values, and I look forward to this journey together.” Shivam Dube.
Good Monk partners with Arshdeep Singh
Good Monk has partnered with Arshdeep Singh to promote its Healthy 50+ nutrition product focused on preventive healthcare for seniors.
“We created Good Monk with a goal to fortify Indian meals, and along the way, we realised that while most health challenges prevail in the 50+ age bracket, there is barely any solution that focuses on this age group. This led to the creation of Healthy 50+. Partnering with Arshdeep Singh for this was an obvious extension as he embodies the brand philosophy optimally. He has been extremely vocal about his parents’ role in his journey and his concern for them. Through this film and partnership, we are championing the importance of preventive healthcare for the elderly in our families. We hope this campaign and message resonate with the audiences and they embark upon this journey with Arshdeep and us.” Amarpreet Singh Anand, Founder & Chief Executive Officer, Good Monk (SuperFoods Valley Pvt. Ltd.).
Swiggy features Dinesh Karthik in IPL campaign
Swiggy has launched an IPL campaign featuring Dinesh Karthik, positioning food delivery as part of the match-day viewing experience.
“Life and cricket co-exist for us. The lines between life and cricket don’t just blur, they disappear, with the game living within us all the time, like it is almost in our bloodstream. We breathe cricket, we eat cricket. And that’s exactly what we are communicating in this new film- that Swiggy, which delivers your favourite food, and cricket, which delivers that high-octane entertainment, live alongside each other. Together, they create a memorable experience of entertainment and indulgence effortlessly that is always there for the fans to enjoy.” Mayur Hola, Vice President- Brand, Swiggy.
“The experience of watching a match at home is only complete when paired with great food. I am delighted to partner with Swiggy, a brand synonymous with the match-day traditions of millions. It was a pleasure to contribute to this digital film, which perfectly captures the vibrant energy of the game and brings it to life at home. I hope fans nationwide enjoy the film as much as we enjoyed creating it.” Dinesh Karthik.
Oakley and Meta partner with Virat Kohli
Oakley and Meta have partnered with Virat Kohli as the face of Oakley Meta Performance AI glasses in India.
“Performance has always been a balance of instinct and awareness, and increasingly that is being shaped by data. With Oakley Meta performance Al glasses, we are exploring what Athletic Intelligence can look like in practice, where timely insights and lightweight assistance come together in a way that supports how athletes train and stay focused. Our collaboration with Virat Kohli reflects how technology can fit naturally into an athlete’s routine, helping them stay present while continuing to learn from every session and every personal record they work towards,” Sandhya Devanathan, Vice President, India and South East Asia, Meta.
“Sport is constantly evolving, and so is the way athletes understand and elevate their performance. At Oakley, we’ve always been focused on pushing the boundaries of what’s possible, and with Meta, we’re bringing a new dimension to that vision. Virat Kohli embodies the mindset we build for: focused, driven and always pushing limits. And that’s exactly where this product belongs” Corey Hill, Head of Global Sports Marketing, Oakley.
“I have always relied on instinct, but also on understanding my game better over time. What I find useful about Oakley Meta performance Al glasses is that they add small layers of insight without getting in the way. Whether it is staying focused during training or enhancing on-field awareness, it helps build consistency over time. Over time, that can make a difference when you are working towards your next personal record.” Virat Kohli.
