This week’s global cricket sponsorship activity spans franchise partnerships, national board agreements, and a fresh wave of player endorsements following India’s T20 World Cup triumph. In the IPL, Chennai Super Kings added Ashok Leyland and extended their long-running partnership with Gulf Oil, while Kolkata Knight Riders and Mumbai Indians signed new category partners in healthcare and skincare. In England, Birmingham Phoenix secured Skechers as a new Lead Partner in The Hundred, while Major League Cricket’s San Francisco Unicorns extended their front-of-shirt sponsorship with cybersecurity firm Qualys. Meanwhile, Cricket Ireland appointed its first Official Travel Partner and the Pakistan Cricket Board signed a grassroots sponsorship agreement in Faisalabad, as India’s World Cup success begins to translate into growing brand interest around the national team’s star players.
IPL: CSK adds Ashok Leyland, extends Gulf Oil deal; KKR and Mumbai Indians sign new category partners
Indian Premier League franchises continue to expand their commercial portfolios ahead of the 2026 season, with Chennai Super Kings securing both a new sponsor and a major renewal, while Kolkata Knight Riders and Mumbai Indians add category partners in healthcare and personal care.
Ashok Leyland becomes Official Sponsor of Chennai Super Kings
Ashok Leyland has partnered with Chennai Super Kings as an Official Sponsor, with its logo set to appear on the front right chest of the team’s jersey.
“We are delighted to partner with the Chennai Super Kings, a team that represents excellence, consistency and a winning mindset,” said Dheeraj Hinduja, Chairman of Ashok Leyland. “This collaboration celebrates our shared commitment to performance and resilience, and we are proud to support a team that has brought immense pride to our home city.”
“Ashok Leyland is an iconic brand with strong roots in Chennai and a legacy of excellence,” said KS Viswanathan, Managing Director of Chennai Super Kings. “This partnership brings together two organisations built on performance, determination and a deep connection with the community.”
“Our approach has always focused on building meaningful emotional connections with our audiences,” said Shenu Agarwal, Managing Director and CEO of Ashok Leyland. “This collaboration is about more than brand visibility—it is about being part of a champion team’s journey and engaging with millions of passionate fans.”
Gulf Oil extends Chennai Super Kings partnership for four years
Gulf Oil Lubricants has extended its partnership with Chennai Super Kings for another four years, continuing as the franchise’s Official Lubricant Partner.
“Gulf’s 13-season journey with CSK reflects a relationship built on trust, shared passion, and mutual success. This partnership has consistently delivered far beyond the commercial contract, forging a deep emotional connection with the loyal CSK fan base and cricket enthusiasts across the nation. Continuing this association is a proud moment for Gulf as it reflects our global heritage of supporting performance sports and iconic teams that inspire millions of fans,” said Ravi Chawla, Managing Director & CEO of Gulf Oil Lubricants India Limited.
“We are pleased to continue our long-standing association with Gulf, a partner that has been with us through many memorable seasons. Over the years, Gulf has consistently brought creativity and energy to the partnership while engaging with our fans. We look forward to strengthening this relationship over the next four years. We are really pleased about how it has come together,” said KS Viswanathan, Managing Director of Chennai Super Kings.
Disha Eye Hospitals named Vision Partner of Kolkata Knight Riders
Disha Eye Hospitals has partnered with Kolkata Knight Riders as the franchise’s Vision Partner for the 2026 IPL season.
“This partnership strengthens our commitment to Kolkata’s community through a collaboration rooted in shared values of excellence and accessibility. Our association with Disha Eye Hospitals will enable us to deliver meaningful impact for fans on and off the field,” said Venky Mysore, Chief Executive Officer of Kolkata Knight Riders.
“When we founded Disha Eye Hospitals in 1997, our vision was simple yet profound: to ensure that world-class, affordable eye care is a fundamental right for everyone, not a privilege. Partnering with a champion team like the Kolkata Knight Riders feels like a natural extension of that very ethos. KKR represents the passion of Bengal, and Disha represents its care. Together, we are taking our decades-old commitment to the masses, championing the cause of eye health with the same relentless spirit that KKR brings to the pitch,” said Dr Debasish Bhattacharya, Chairman and Managing Director of Disha Eye Hospitals.
Plum becomes Official Skincare and Digital Partner of Mumbai Indians
Plum has partnered with Mumbai Indians as the team’s Official Skincare Partner and Digital Partner for the upcoming T20 season.
“We’re thrilled to partner with Plum, a brand that shares our passion for showing up with energy, authenticity, and heart. Mumbai Indians has always been about more than cricket – it’s about the community we build together. With Plum’s belief in ‘chemistry, done with heart,’ we found a partner who gets that instinctively. We can’t wait to bring our fans experiences that go beyond the boundary this season,” said a Mumbai Indians spokesperson.
“At Plum, we’ve always believed that when the chemistry is right, incredible things happen. Whether it’s with skincare formulations or within teams on the field, the right chemistry is what turns good into great. With Mumbai Indians, we saw a natural alignment from the word go: a team that has all the right ingredients, but more importantly, plays with chemistry. Through our first-ever partnership with Mumbai Indians during the T20 Cricket League, we’re stoked to celebrate that spirit and bring Plum & Mumbai Indians fans closer to the moments and stories that make the game so special,” said Shankar Prasad, Founder and CEO of Plum.
England: Birmingham Phoenix signs Skechers as lead partner
The Hundred franchise Birmingham Phoenix has secured a new front-of-shirt sponsorship, with global footwear brand Skechers joining as the team’s Lead Partner from the 2026 season.
Skechers becomes Lead Partner of Birmingham Phoenix
Skechers has partnered with Birmingham Phoenix as Lead Partner from the 2026 season, with the brand’s logo set to feature on the front of the team’s playing shirt.
“Skechers is one of the most instantly recognisable brands in the world and we are thrilled to welcome them to Birmingham Phoenix. Their approach to innovation and excellence fits perfectly with our ethos, and that’s exactly what we were looking for in a Lead Partner – someone who aligns with our values and ambition,” said Stuart Cain, Chief Executive of Birmingham Phoenix.
“Throughout the past three years, we’ve ventured deeper into the world of performance sport – including cricket – and involvement with a competition and franchise of the calibre of The Hundred and Birmingham Phoenix, shows our intent in the elite level sport. We look forward to the opportunities this partnership will provide to engage the wider cricket community, support the grassroots game locally, and build awareness for the signature comfort that performs of Skechers Cricket footwear,” said Richard Parker, Managing Director of Skechers UK & Ireland.
MLC: San Francisco Unicorns extend Qualys major partnership
Major League Cricket franchise San Francisco Unicorns have extended their flagship sponsorship agreement with cybersecurity company Qualys, maintaining the brand’s prominent front-of-shirt presence for the next two seasons.
Qualys extends Major Partner deal with San Francisco Unicorns
Qualys has renewed its partnership with the San Francisco Unicorns, continuing as the team’s Major Partner and Official Cybersecurity Partner for the 2026 and 2027 Major League Cricket seasons, with the brand retaining the front-of-shirt logo position.
“We’re thrilled to extend our flagship partnership with Qualys for a further two seasons. Building the Unicorns into a modern sports and entertainment success story requires partners who are aligned with our progressive, ambitious mindset. Our shared vision was reinforced last season and has since developed into a deeply rooted relationship that engages local communities while strengthening our elite sporting objectives.
“Having the Qualys logo present on the front of our jerseys is a symbol of our tech-first approach, inspired by Silicon Valley and the people that power it. We’re proud to represent Qualys on and off the pitch over the next two seasons,” said David White, Chief Executive Officer of the San Francisco Unicorns.
“Cricket is a game of strategy, precision, and resilience, values that strongly align with how we innovate at Qualys. We’re proud to continue our partnership with the San Francisco Unicorns and support the growth of the sport in the Bay Area over the next two years. It’s a natural extension of our dedication to building strong community connections and celebrating excellence. We look forward to another outstanding season together,” said Sumedh Thakar, President and Chief Executive Officer of Qualys.
National boards: Cricket Ireland appoints travel partner; PCB signs grassroots sponsorship in Faisalabad
National boards continue to expand operational and grassroots partnerships, with Cricket Ireland appointing its first Official Travel Partner while the Pakistan Cricket Board secures local sponsorship support for district competitions in Faisalabad.
Sports Pro Travel named Official Travel Partner of Cricket Ireland
Sports Pro Travel has been appointed as Cricket Ireland’s first-ever Official Travel Partner, managing travel for the national teams while also organizing overseas fan travel packages.
“We are delighted to be appointed as the Official Travel Partner to Cricket Ireland. Moving elite teams is at the core of what we do, and this partnership allows us to apply our expertise at the highest level. We would like to thank Cricket Ireland for placing their trust in Sports Pro Travel, and we look forward to delivering carefully planned travel solutions that support players, staff and the fans throughout the season,” said John Boyde, Managing Director of Sports Pro Travel.
“As a leading nation in the world’s second largest sport, our senior men’s and women’s teams are regularly competing in tournaments and bilateral tours around the world. As a result, travel management and logistics are crucially important to our business, so to have the highly experienced team at Sports Pro Travel supporting us in this endeavour is welcome news.
“Similarly, we are delighted that through their sister company, Sports Entertainment Tours, they will also be looking after our supporters when they are travelling abroad to follow our teams.
“We welcome John and the teams to the Irish cricket family and look forward to working together throughout the coming season and beyond,” said Sarah Keane, Chief Executive Officer of Cricket Ireland.
Jawad Sports and Cultural Complex sponsors PCB grassroots tournaments in Faisalabad
The Pakistan Cricket Board has signed a five-year Memorandum of Understanding with Jawad Sports and Cultural Complex, which will sponsor District Cricket Association Faisalabad tournaments including youth and senior competitions.
“We are delighted to announce a landmark venture between Jawad Sports and Cultural Complex and the PCB for the promotion and organisation of grassroots cricket events. It sets a great precedent in our cricket governance where a dedicated local stakeholder joins hands with the PCB to reshape the landscape of a district’s cricket.
“I’m sure players and officials in Faisalabad will benefit a great deal from this partnership and we will be able to unearth emerging talent there. Going forward we want to increase such partnerships across other parts of the country as well in order to bring more sponsorship revenue to our grassroots level,” said Abdullah Khurram Niazi, Director Domestic Cricket Operations of the Pakistan Cricket Board.
“It is a matter of great pride for the Jawad Sports and Cultural Complex to partner with the PCB. We have previously hosted a number of PCB’s men’s and women’s cricket tournaments at the JSCC and now we are going one step further.
“The JSCC is truly committed to work tirelessly with the DCA Faisalabad in hosting and promotion of a number of events, which will also provide the PCB with a unique framework for their own development model at the district level,” said Jawad Afzal, Chief Executive Officer of Jawad Sports and Cultural Complex Faisalabad.
Endorsements: India’s T20 World Cup stars draw brand interest; De Beers signs Abhishek Sharma
India’s T20 World Cup 2026 triumph is already translating into commercial momentum, with brand experts predicting increased endorsement demand for several members of the squad. At the same time, De Beers has signed rising Indian cricketer Abhishek Sharma for a new marketing campaign promoting natural diamonds.
India’s T20 World Cup stars attract endorsement interest
India’s T20 World Cup-winning players, including Suryakumar Yadav, Jasprit Bumrah, Sanju Samson and Ishan Kishan, are attracting growing endorsement interest following the tournament, with industry experts predicting higher endorsement fees and new brand deals.
“Endorsement activity post a marquee tournament win typically follows a three-phase curve. SKY’s (Suryakumar Yadav’s) captaincy makes him the most sought-after signing, Bumrah’s World Cup masterclass has unlocked premium and high-trust categories, and for Tilak Varma, the youngest match-winner in this squad, brands are seeing exactly what they love most: a long runway. He’s not just a World Cup winner today, he’s potentially a mainstay in Indian cricket for the next decade,” said Nikhil Bardia, Head of RISE Worldwide, which manages these players.
“Winning a World Cup always boosts brand value for the entire cricket ecosystem, including individual players. The lift may not be as dramatic as in previous tournaments, because this one came on the heels of the last T20 World Cup victory as well as on the home ground but it still creates major opportunities, especially for those with standout performances,” Indranil Blah, Sports Marketing Strategist and Founder of AMP Sports, told Mint.
“The marketing calendar is largely set with the Indian Premier League around the corner, but players like Sanju Samson, Abhishek Sharma, Shivam Dube and Ishan Kishan may just benefit from moment marketing. Many marketers are looking at the new crop of cricketers as a ‘catch them young, see them grow’ opportunity,” said Vinit Karnik, Managing Director, Content, Sports and Entertainment at WPP Media South Asia.
“Winning back-to-back World Cups is extraordinary and winning one on home soil makes it unforgettable. For brands, that distinction matters enormously.
“The title adds championship credibility and national recall—two factors brands value heavily,” said Rohit Agarwal, Founder and Director at Gaming Marketing Agency Alpha Zegus.
“The 2026 edition amplifies every variable: back-to-back titles, home soil euphoria, and athletes at the absolute peak of their powers. Suryakumar Yadav enters this cycle as a winning captain — a designation that has, without exception, unlocked the highest tier of brand partnerships in Indian cricket. Bumrah enters it as the man brands call a ‘national treasure’ even before his fee card does,” Bardia said.
“This win was somewhat expected,” said Indranil Blah, Founder of Sports Talent Management Firm AMP Sports. “It has come just two years after the previous World Cup triumph. Because of that, the excitement and novelty aren’t quite the same as in 2011 or even in 2024.”
“India is now winning major tournaments more frequently, so the immediate spike may not be dramatic,” he said. “But the long-term brand value of these players will definitely strengthen.”
“Winning Player of the Tournament and delivering in key matches especially in knockout stages creates a powerful story,” Blah said. “That kind of performance significantly strengthens endorsement appeal.”
“Brands love the ‘new hero’ narrative and want to lock it in before the next cricket cycle resets the conversation,” Sridharan said.
“When players reach that level, growth tends to be incremental,” Blah said. “You might see a 10–15% rise rather than dramatic jumps.”
“The top tier in cricket—Kohli and Dhoni—have built their brand value over years of consistent performance,” he said. “Brands value long-term credibility. A single tournament or even a great Indian Premier League (IPL) season isn’t enough.”
“If they follow this World Cup with strong IPL performances and consistent appearances for India, their brand value could rise significantly,” Blah noted.
De Beers taps Abhishek Sharma for natural diamonds campaign
De Beers Group has partnered with Indian cricketer Abhishek Sharma for a marketing campaign promoting natural diamonds in India.
“I’m looking forward to partnering with De Beers as they share my passion for the timeless elegance of natural diamonds. I’ve always been drawn to diamonds for their understated sophistication and the unique story each one tells. This collaboration feels like a natural fit, and I’m excited to create something special together while celebrating the meaning and legacy of natural diamonds,” said Abhishek Sharma.
“Abhishek embodies the character of natural diamonds through his confidence, authenticity, and clarity of self. He does not just wear diamonds. He reflects what they stand for: rarity, resilience, and inner fire. At De Beers Group, we focus on the emotional meaning diamonds hold, and Abhishek’s choice to wear them during important moments of his career makes this a powerful and contemporary narrative. We are thrilled to celebrate this moment for Indian cricket with him,” said Toranj Mehta, Vice President, Marketing, De Beers India.
