From multilingual IPL fan engagement campaigns and cross-sport collaborations to premium hospitality deals at Lord’s and athlete-led investments across wellness, technology and consumer brands, this edition of the Global Sponsorship Roundup highlights how cricket’s commercial ecosystem continues to evolve beyond traditional sponsorship models. Franchises, national boards and players are increasingly focusing on long-term brand building, fan experiences and business diversification as the sport’s commercial landscape grows more sophisticated across global markets.
IPL: Franchises deepen cultural engagement and global brand ambitions
IPL franchises are continuing to expand beyond traditional sponsorship visibility, with teams investing in culturally localised fan engagement campaigns and cross-sport collaborations designed to strengthen both regional identity and international brand reach.
Kolkata Knight Riders ignite IPL 2026 with expansive OOH and multilingual branding campaigns
Kolkata Knight Riders launched an integrated IPL 2026 branding campaign featuring large-scale outdoor advertising across Kolkata and multilingual team bus branding across away-match cities to deepen regional fan engagement and cultural connection with supporters.
“This season, we wanted to go beyond visibility and create moments of genuine cultural connection for our fans. When fans in Chennai see Korbo, Lorbo, Jeetbo in Tamil, or fans in Ahmedabad see it in Gujarati, we want that to feel like a moment of recognition, not just advertising. Combined with our outdoor campaign in Kolkata that gives us mass visibility in our home market, we’re building a campaign that is as much about identity and pride as it is about cricket.” — Binda Dey, Chief Marketing Officer, Knight Riders Sports.
RCB, AC Milan unite in PUMA-led global brand collaboration
RCB and AC Milan partnered with PUMA on a cross-sport global brand collaboration featuring digital-first activations, athlete-led content and merchandise visibility initiatives aimed at expanding fan engagement across cricket and football audiences worldwide.
England: Lord’s expands premium hospitality and beverage partnerships
Lord’s Cricket Ground is continuing to strengthen its premium hospitality and food-and-beverage offering through new supplier partnerships aimed at enhancing the matchday experience for Members and visitors.
Marylebone Cricket Club announces Asahi UK as new Official Beer Partner and Supplier at Lord’s
Marylebone Cricket Club appointed Asahi UK as the new Official Beer Partner and Supplier at Lord’s Cricket Ground in a multi-year agreement covering premium beer offerings and matchday beverage experiences.
“We are delighted to welcome Asahi UK as our new Official Beer Partner at Lord’s. Throughout the tender process, Asahi showed a clear understanding of what makes Lord’s unique and a commitment to elevating the experience for our Members and visitors.”
“The quality and breadth of their portfolio, combined with their operational expertise, made them the outstanding choice. We are particularly pleased to see the return of London Pride, a favourite for many at the Ground. This partnership ensures we can continue delivering an exceptional food and beverage experience during what promises to be another memorable season at the Home of Cricket.” — Robert Lawson, Chief Executive & Secretary of MCC.
“Partnering with MCC at Lord’s presents a unique opportunity for Asahi UK to showcase our premium portfolio at one of the most iconic venues in world sport. From a crisp Peroni Nastro Azzurro to locally brewed favourites from Fuller’s and Meantime, as well as high-quality non-alcoholic options, we look forward to helping creating many memorable moments for fans at the Home of Cricket.” — Robert Hobart, Marketing Director for Asahi UK.
The Ginger Pig to supply picnics at Lord’s Cricket Ground
The Ginger Pig partnered with Lord’s Cricket Ground to supply premium picnic hampers for the men’s Test matches and ODI fixtures at the venue during the 2026 season.
“The Ginger Pig is undoubtedly one of London’s favourite butchers and delicatessens and so we’re delighted to be working with them to bring their iconic style and taste to Lord’s. It is well known that cricket and food go hand-in-hand and we are sure that The Ginger Pig picnics will elevate our customers’ experience and make their day at the Home of Cricket a special one.” — James De Groot, Chief Food and Beverage Officer at MCC.
“A little over 20 years ago I opened The Ginger Pig just down the road from Lord’s Cricket Ground in St John’s Wood. It now gives all of us in the business much pride and delight to be able to offer some of our products at the Test matches. These picnics are a celebration of our roots in high quality farming, sourcing and butchery, and we all hope you find the hampers as exciting as the cricket.” — Tim Wilson, Founder of The Ginger Pig.
National boards: Cricket bodies strengthen community and fan experience partnerships
National cricket boards continue to expand commercial partnerships focused on player welfare, grassroots support and enhancing the overall fan experience through consumer-facing activations and community-driven collaborations.
Cricket Uganda partners with Jibu to Refresh the Game
Cricket Uganda partnered with Jibu Corporate Uganda Ltd in a hydration support agreement covering bottled water supply for national team training sessions and player rewards for top domestic league performers.
“This partnership with Jibu is very valuable to us at Cricket Uganda. It will support the hydration of our national team players during training sessions and contribute to their performance and well-being.” — Evelyn K.B. Shinyekwa, Chief Executive Officer of Cricket Uganda.
“Hydration and Sports work hand-in-hand. Show me a sports person who’s not hydrated, and I will show you someone who’s not doing well on the pitch. So what better way than to come into relationships with Sports Associations here in Uganda, as we did now with Cricket Uganda. We hope for a good relationship where we shall be able to hydrate all the players on their training days.” — Brenda Kembabazi, Head of Marketing and Communications at Jibu Corporate Uganda Ltd.
CSA and Ola to serve up more matchday magic with partnership renewal
Cricket South Africa renewed its partnership with Ola South Africa as the Official Ice Cream Supplier for a further three years, continuing matchday fan engagement activations across international fixtures.
“We are happy to extend our relationship with Ola South Africa, a brand that is strategically aligned with our ongoing efforts to improve the matchday fan experience. The beauty of cricket extends beyond the field; it creates lasting memories for individuals, families, friends, and communities.
“Having a partner like Ola allows us to bring an added layer of enjoyment to our match days. Partnerships such as these play a vital role in making cricket more enjoyable as we continue to grow the game, attract new audiences, and make it more accessible and inclusive.” — Pholetsi Moseki, Chief Executive Officer of Cricket South Africa.
Endorsements: Cricketers expand influence through investments, entrepreneurship and brand partnerships
Leading cricketers are continuing to broaden their commercial footprint beyond traditional endorsements, with athletes increasingly pursuing equity investments, entrepreneurial ventures and strategic ambassadorial roles across technology, wellness and consumer brands.
KL Rahul and Athiya Shetty announce strategic stake in Qubo
KL Rahul and Athiya Shetty joined smart technology brand Qubo as strategic investors, marking a long-term equity partnership with the Hero Electronix-backed connected devices company.
“At Qubo, our vision has always been to make everyday life safer & smoother across all spaces – whether at home or on the road. We’ve delivered on that ambition by reimagining everyday objects – infusing them with cutting-edge technology, including AI and enabling a seamlessly connected world for over a million Indian families. Rahul & Athiya are the perfect example of the modern young Indian family that values the power of technology – both in improving everyday life as well as solving larger issues. Their belief in Qubo’s mission and decision to join us as strategic investors is a strong endorsement of the path we are on.“ — Nikhil Rajpal, Founder & Chief Executive Officer of Qubo.
“We have been using Qubo products for a while now and have experienced firsthand the magic they create working seamlessly together; in fact, realising their incredible value even more after becoming parents. Add to this, Qubo’s strong record of shipping out nearly 2 million devices in such a short span presents a strong indicator of the brand’s success in the market and also the massive opportunity ahead. For us, this partnership goes beyond business potential; it’s about contributing to a larger mission of making Indian homes & roads safer. We’re delighted to partner with the Qubo team for the next phase of even faster growth.” — KL Rahul and Athiya Shetty.
“We have great admiration for Rahul & Athiya as accomplished professionals in their respective fields. Their modern outlook, while staying rooted in Indian family values, aligns well with Qubo’s commitment to innovation & trust. Incorporating the very best of modern technology, Qubo products deliver unparalleled peace of mind & convenience to an ever-connected, upwardly mobile generation. With Rahul & Athiya, we want to bring these experiences to many more Indian homes & families.” — Ujjwal Munjal, Vice Chairman of Hero Electronix.
Carib Premium taps Pooran, Bravo as it targets India’s high-volume beer market
Carib Premium Strong Beer appointed West Indies cricketers Nicholas Pooran and Dwayne Bravo as brand ambassadors as part of the brand’s India market expansion strategy.
“To see Carib Premium Strong Beer on shelves in Uttar Pradesh, and now to bring Nicholas Pooran and Dwayne Bravo together in Lucknow during the IPL – it’s a proud moment for everyone at Carib and for Trinidad and Tobago. India was always our boldest move, and events like this remind us why we made it. This is what happens when you back your brand, back your people, and trust that cricket will always bring us together.” — Adrian Sabga, Managing Director, International and Business Development at Carib Brewery.
“This launch is more than introducing a new beer; it’s about celebrating the spirit of two vibrant cultures brought together by cricket, bold flavours, and good times.” — Paramjit Singh Gill, Chief Executive Officer of Consumer Division at Globus Spirits Ltd.
“This partnership is more than just a sponsorship; it represents the heart of Carib’s strategy – building brand equity through two cultural pillars that define who we are: Carnival and cricket. Their journey from local cricket grounds to global stadiums mirrors the very path Carib has taken.” — Antron Forte, Head of Brand Marketing at Carib Brewery.
Rohit Sharma steps into wellness arena with launch of hydRo365
Rohit Sharma launched hydRo365, a hydration and sports nutrition brand positioned around clean-label daily hydration products for Indian consumers.
“Heat, humidity, long days – that’s not just cricket, that’s India. I designed daily hydration that actually works for Indians, on and off the field.” — Rohit Sharma.
Enso Webworks taps Ishan Kishan to accelerate brand visibility
Enso Webworks partnered with Ishan Kishan in a branding deal that will see the company’s logo featured on the Sunrisers Hyderabad batter’s bat during IPL 2026.
“Most startups optimise for installs. We optimised for recognition first. We grew to 25,000 users in early beta, and now we’re scaling visibility through the IPL ahead of launch. Brand first, product second. That’s how trust compounds.” — Vaibhav Maloo, Founder & Chief Executive Officer of Enso Webworks.
