This week’s global cricket sponsorship activity highlights continued momentum across franchise leagues, national boards and player-driven deals. In the IPL, teams strengthened their commercial portfolios with new partnerships across apparel, infrastructure, technology and consumer brands, while Punjab Kings, Chennai Super Kings and Royal Challengers Bengaluru led a busy cycle of announcements. The HBL PSL secured Pepsi as its Official Beverage and Entertainment Partner in a multi-year deal, marking a significant evolution in its sponsorship model. Elsewhere, Major League Cricket’s San Francisco Unicorns extended their partnership with Qualys, Surrey added Chaucer as a Premium Partner in England, and Cricket South Africa signed Science in Sport to enhance its high-performance ecosystem, as brands continue to align with cricket’s expanding global reach.
IPL: franchises deepen commercial stacks ahead of 2026 season
IPL franchises continue to expand and diversify their sponsorship portfolios ahead of the 2026 season, with deals spanning apparel, construction materials, technology, grooming, and fintech. Teams are not only strengthening core categories like kit and merchandise, but also leaning into lifestyle, infrastructure, and fan engagement-driven partnerships as the league’s commercial ecosystem evolves.
SIX5SIX extends as official kitting and merchandise partner of Punjab Kings
Punjab Kings have renewed their partnership with SIX5SIX, which will continue as the franchise’s official kitting and merchandise partner for IPL 2026, supplying match kits, training wear, travel gear, and fan merchandise. The deal supports the franchise’s growing focus on retail and fan engagement through licensed apparel.
“Excited to share that SIX5SIX is now the Official Kitting & Merchandise Partner of Punjab Kings for IPL 2026! At SIX5SIX, we’ve always believed sportswear is more than just what athletes wear on the field; it is a way for fans to feel connected to the team they love! Punjab Kings has one of the most passionate fans, and we’re excited to bring our strong storytelling and design DNA to the partnership – from on-field merchandise to off-field pieces that will be worn by the fans! Looking forward to a super exciting season ahead!” — Avni Aneja, Co-Founder and Creative Director, SIX5SIX.
KT Professional partners with Mumbai Indians and Royal Challengers Bengaluru to launch KT Men
KT Professional has partnered with Mumbai Indians and Royal Challengers Bengaluru to launch its men’s grooming brand, KT Men, leveraging IPL visibility and player associations to drive a nationwide rollout.
“We are proud to introduce KT Men, a brand born from our long-term vision of redefining men’s grooming in India. This idea started from a personal concern around early greying linked to protein deficiency, inspiring us to create a plant-derived keratin protein range tailored for Indian hair and everyday grooming needs. Partnering with cricket icons like Virat Kohli and Rohit Sharma allows us to connect with young Indian men in a way that celebrates confidence, performance and modern lifestyle.” — Dhruv Sayani, Founder, KT Professional.
“Launching pan-India in a single day, from Jammu to Kochi and Mumbai to Itanagar, marks one of the most ambitious nationwide rollouts for a men’s grooming brand. By collaborating with two of the biggest IPL franchises, RCB and MI, KT Men aligns with teams that embody performance, legacy, and winning culture, reflecting the ambition and scale of our vision.” — Dhruv Sayani, Founder, KT Professional.
“We are excited to partner with KT Men, a brand that mirrors the performance-driven mindset RCB stands for. It addresses real grooming challenges faced by Indian men and makes science-backed solutions accessible to the younger generation.” — Rajesh Menon, Chief Executive Officer, Royal Challengers Bengaluru.
“With Indian cricket riding high after the recent T20 World Cup triumph, KT Men captures the spirit of confidence and momentum in the sport. This partnership reflects exactly what Indian consumers need today: a grooming brand that listens and delivers solutions for real everyday problems.” — Mumbai Indians spokesperson.
Tommy Hilfiger Travel Gear becomes travel partner of Lucknow Super Giants
Tommy Hilfiger Travel Gear has joined Lucknow Super Giants as travel partner for IPL 2026, supplying luggage and travel accessories to support team logistics across the tournament.
“Tommy Hilfiger Travel Gear represents a spirit of movement, performance and modern ambition. We are delighted to partner with Lucknow Super Giants for IPL 2026, as this collaboration reflects our shared commitment to resilience and excellence both on and off the field.” — Abhinav Kumar, Chief Executive Officer, Brand Concepts Limited.
Pulkit TMT named official strength partner of Chennai Super Kings
Chennai Super Kings have signed Pulkit TMT as official strength partner in a multi-year deal covering IPL 2026 and 2027, with the steel brand gaining visibility across matchday and digital assets.
“Chennai Super Kings represent consistency, resilience, and the ability to perform under pressure. These qualities strongly resonate with the values that define Pulkit TMT as a brand. Our association as the ‘Strength Sponsor’ allows us to take this message of reliability to a national audience through one of the most powerful sporting platforms in the world.” — Vinod Garg, Chairman, Pulkit Steels.
“CSK has always believed in building partnerships that reflect endurance, performance, and trust. We are pleased to welcome Pulkit Steels to the family for the next two editions and look forward to a strong journey together.” — K.S. Viswanathan, Chief Executive Officer, Chennai Super Kings.
Magicrete joins Royal Challengers Bengaluru as building material partner
Magicrete Building Solutions has partnered with Royal Challengers Bengaluru as building material partner, aligning construction-focused branding with IPL visibility.
Nivia Sports becomes official gear partner of Punjab Kings
Punjab Kings have signed Nivia Sports as official gear partner for IPL 2026, with the brand supplying training and performance equipment to support team operations.
Gujarat Titans onboard T10 Sports and EM Sports in kit and merchandise roles
Gujarat Titans have added T10 Sports as official merchandise partner and EM Sports as official kit partner for IPL 2026, covering apparel production, distribution, and team kits.
JK Lakshmi Cement returns as principal sponsor of Rajasthan Royals
JK Lakshmi Cement has returned as principal sponsor of Rajasthan Royals for IPL 2026, with branding on the back of the match jersey alongside integrated visibility across team assets.
“Rajasthan has always been integral to our journey, shaping our identity and growth—from our factories and logistics to the people and businesses that inspire us every day. This partnership with Rajasthan Royals deepens that connection, celebrating the shared values of entrepreneurship, performance, and enduring commitment. The T20 league places Rajasthan on a national stage, and we are happy to stand alongside a team that embodies the spirit and excellence of this remarkable state.” — Shrivats Singhania, Deputy Managing Director, JK Lakshmi Cement Ltd.
“The journey of Rajasthan Royals is similar to ours: strong roots in Rajasthan and a growing presence across the country. This partnership is also about honouring the people who work hard every day to build India, irrespective of the state they reside in. We see this partnership as a way to bring our stakeholders closer to the T20 energy and the shared values of trust and consistency, from individual homes in smaller towns to big infrastructure projects in big cities.” — Arun Shukla, President and Director, JK Lakshmi Cement Ltd.
“We are happy to have JK Lakshmi Cement as our principal sponsor for Rajasthan Royals 2026 season. It means a lot that a brand from Rajasthan is on the back of the Royals jersey. JK Lakshmi Cement is a natural partner because it has a strong presence in the state and beyond. We look forward to working with fans and communities throughout the season.” — Alok Chitre, Chief Operating Officer, Rajasthan Royals.
Jaypee joins Punjab Kings as official sponsor
Punjab Kings have signed Jaypee as an official sponsor for IPL 2026, strengthening the franchise’s consumer brand portfolio.
“We are delighted to welcome Jaypee to the Punjab Kings family. Jaypee has established itself as a trusted name in Indian households through innovation and quality, and we look forward to working closely together to create meaningful engagement and experience for fans.” — Satish Menon, Chief Executive Officer, Punjab Kings.
“At Jaypee, we have spent over four decades building products that sit at the heart of Indian homes. Partnering with Punjab Kings, a team that represents the passion and pride of millions of fans across the country, feels like a very natural and meaningful step for us. We are excited about what this collaboration will bring, and we look forward to connecting with a whole new generation of consumers who share our belief that quality and reliability matter in everything you do.” — Anurag Jain, Director, Jaypee.
“Jaypee is a brand with a strong consumer connect, and we are excited to collaborate with them in ways that enhance the fan experience both on the ground and across digital platforms. This partnership further strengthens our growing team of brand partners and highlights the commercial momentum around the franchise.” — Saurabh Arora, Chief Commercial Officer, Punjab Kings.
TECNO secures helmet branding rights with Chennai Super Kings
TECNO has partnered with Chennai Super Kings to secure helmet branding rights for IPL 2026, placing its logo on the back of players’ helmets as part of its #TECNOGotYourBack campaign.
“Most brands want to be the trophy in your hand. We want to be the spine that helps you stand tall enough to reach for it. #TECNOGotYourBack isn’t just a campaign; it’s our commitment to being the ‘Backbone of Bharat.’ By placing our logo on the back of the CSK helmet, we are making a statement: we aren’t just watching the game from the sidelines – we are right there, literally backing the champions who inspire this country. We are building a brand that stands for local champions, ensuring that when they push boundaries, they know TECNO has their back.” — Arijeet Talapatra, Chief Executive Officer, TECNO Mobile India.
“At Chennai Super Kings, we have always believed that success is built on trust, resilience and the strength of the people who stand behind you. This partnership with TECNO reflects that shared philosophy. We are delighted to welcome TECNO to the Super Kings family and look forward to a meaningful association that celebrates the spirit of backing champions, both on and off the field.” — K.S. Viswanathan, Managing Director, Chennai Super Kings.
Mumbai Indians renew Rapoo India partnership
Mumbai Indians have renewed their partnership with Rapoo India, which continues as the franchise’s official computer accessories partner, including co-branded peripherals and fan engagement activations.
“We are excited to continue our partnership with the Mumbai Indians, a team that represents performance, consistency, and an incredible connection with fans. At Rapoo, we believe technology can enhance everyday experiences, and through this collaboration, we aim to bring fans closer to the game with specially designed accessories that combine innovation, style, and team spirit.” — Mukesh Kumar Chaudhary, Regional Director – India & SAARC, MEA, Rapoo.
Kolkata Knight Riders onboard Google Pay and BGMI as official partners
Kolkata Knight Riders have signed Google Pay as payment partner and Battlegrounds Mobile India (BGMI) as an official partner, focusing on transaction-led integrations and gaming-driven fan engagement initiatives.
England: Surrey secures new premium partner as sponsorship momentum builds
English county cricket continues to attract new commercial interest, with Surrey County Cricket Club adding a global insurance brand to its partnership portfolio in a deal spanning both its men’s and women’s teams.
Chaucer Group becomes premium partner of Surrey County Cricket Club
Surrey County Cricket Club has signed Chaucer Group as a Premium Partner in a three-year deal, with the brand’s logo to feature on the sleeve of Surrey’s County Championship, One Day Cup, and T20 kits across both men’s and women’s teams, alongside stadium and digital visibility at the Kia Oval.
“At the heart of Chaucer’s operations lies a commitment to discipline, quality and agility. Our partnership with Surrey is a natural extension of these values, reflecting Chaucer’s dynamic personality and its determination to set new standards within the industry. This collaboration will see Chaucer bigger and bolder than before, right at the very heart of a global cricketing stage.” — Richard Milner, Chief Executive Officer, Chaucer.
“We are thrilled to join forces with Surrey. Cricket is defined by pivotal moments; the turning points and clarity that emerge when the pressure is highest. At Chaucer, we know those moments are at the heart of what we do. Just as Surrey’s men’s and women’s teams rise to every challenge on the field, we bring clarity through complexity for our clients. This partnership is perfect place to reinforce this.” — Jamie Newton, Head of Marketing, Chaucer.
“We are pleased to welcome Chaucer Group to the Surrey Family as our Premium Partner for the next three years. Their global reputation for excellence, discipline and innovation aligns seamlessly with our own values and goals on and off the field. It is fantastic to see them support our men’s and women’s teams and embark on their first major sporting sponsorship. We look forward to working closely together with them at the Kia Oval and to seeing this partnership grow as both organisations enter an exciting new chapter.” — Steve Elworthy MBE, Chief Executive Officer, Surrey County Cricket Club.
MLC: San Francisco Unicorns extend cornerstone partnership as league builds momentum
Major League Cricket continues to strengthen its commercial foundation ahead of the 2026 season, with franchises deepening relationships with founding partners as they look to scale fan engagement and community presence in key U.S. markets.
Qualys extends major partnership with San Francisco Unicorns through 2027
Qualys has extended its agreement with the San Francisco Unicorns as Major Partner and Official Cybersecurity Partner for the 2026 and 2027 MLC seasons, retaining front-of-shirt branding across matchday and training kits.
“Cricket is a game of strategy, precision, and resilience, values that strongly align with how we innovate at Qualys,” — Sumedh Thakar, President and Chief Executive Officer, 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.” — Sumedh Thakar, President and Chief Executive Officer, Qualys.
“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,” — David White, Chief Executive Officer, San Francisco Unicorns.
“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.” — David White, Chief Executive Officer, San Francisco Unicorns.
PSL: HBL PSL secures marquee beverage and entertainment partner for new cycle
The HBL Pakistan Super League has added a major commercial pillar ahead of its next cycle, carving out standalone rights in the beverage and entertainment category as it continues to scale its sponsorship model.
Pepsi becomes official beverage and entertainment partner of HBL PSL
Pepsi has signed a three-year agreement with the HBL Pakistan Super League as Official Beverage and Entertainment Partner for seasons 11, 12, and 13, including collaboration on the league’s official anthem and expanded fan engagement activations.
“We are delighted to have Pepsi on board for the New Era of the HBL PSL as our official Beverage and Entertainment partner. Pepsi and cricket have been synonymous in Pakistan for a long time and now this association will again unite to not only quench the thirst of our fans for one of the best drinks but also advance on the entertainment front. The PCB is thankful to PepsiCo for their trust and confidence in the HBL PSL for the upcoming three seasons. I’m sure this partnership will pay unprecedented dividends to the both parties involved and to our valued fans.” — Salman Naseer, Chief Executive Officer, HBL PSL.
“It is a matter of great pride for PepsiCo to be partnering with the HBL PSL. Our historic association with Cricket in Pakistan puts us in great stead to lead on the official Beverage and Entertainment front for one of the best T20 Leagues in the World. The expansion of the HBL PSL and the dawn of the New Era for the league heralds an exciting time and we are honored to be one of the key contributors to its growth for the next three years. I hope the fans will also benefit a great deal from this partnership as we strive to set new standards for entertainment in the league.” — Hakima Mirza, Senior Marketing Director, PepsiCo.
National boards: CSA strengthens high-performance ecosystem with nutrition partnership
National boards continue to invest in high-performance infrastructure, with Cricket South Africa enhancing its athlete support systems through a global sports nutrition partnership.
Science in Sport becomes official sports nutrition partner of Cricket South Africa
Cricket South Africa has partnered with Algoa Holdings, distributors of Science in Sport (SiS), to deliver sports nutrition support across its entire high-performance pathway, from the Proteas to Under-19 teams.
“As we continue to elevate our high-performance systems, it is essential that we partner with organisations who prioritise athlete safety, scientific excellence, and global best practice.” — Enoch Nkwe, Director of National Teams and High Performance, Cricket South Africa.
“Science in Sport’s full Informed Sport certification gives us complete confidence in the supplements our athletes consume, while their global reputation aligns strongly with CSA’s ambitions on the world stage.” — Enoch Nkwe, Director of National Teams and High Performance, Cricket South Africa.
“We are excited at the prospects of this partnership across our entire high-performance structure.” — Enoch Nkwe, Director of National Teams and High Performance, Cricket South Africa.
“SiS delivers world-class sports nutrition to athletes across the globe, trusted by elite world champions and dedicated weekend warriors alike.” — Keith Buhr, Director, Algoa Holdings.
“In South Africa, SiS is proud to serve as the official sport nutrition supplier to CSA, supporting high-performance cricket through every level of the CSA structures — from the SA U19 teams right through to the Proteas. Together, we’re fuelling performance, recovery, and success at every level of the game.” — Keith Buhr, Director, Algoa Holdings.
Endorsements: cricketers expand influence across investment, consumer brands and global ventures
Cricket’s top names continue to diversify beyond traditional endorsements, spanning strategic investments, global franchise ownership, and category-defining brand partnerships across fintech, fashion, equipment, and healthcare.
Suryakumar Yadav and Tilak Varma invest in TRUZON Solar
Suryakumar Yadav and Tilak Varma have made a strategic investment in TRUZON Solar, supporting the company’s expansion across India’s renewable energy market.
“TRUZON Solar has completed more than 17 years in the solar energy industry, and throughout this journey our primary focus has been on delivering reliable solar solutions while maintaining one of the strongest after-sales service networks in the sector. The decision by Suryakumar Yadav and Tilak Varma to invest in our company reflects their trust in our vision and the credibility we have built in the renewable energy space. Solar energy today represents both an environmental responsibility and a national opportunity. At TRUZON Solar, our mission is to accelerate the adoption of clean energy solutions while continuing to build a trusted, service-driven solar brand from India.” — Charugundla Bhavani Suresh, Founder and Managing Director, Suntek Energy Systems Pvt. Ltd.
SiXiT appoints Arshdeep Singh as brand ambassador for cricket ball category
SiXiT has signed Arshdeep Singh as brand ambassador for its cricket ball category, as the company expands beyond tennis-ball cricket into a broader equipment portfolio.
“For many young cricketers in India, the first experience with the sport begins in small grounds and gully lanes. SiXiT has grown alongside this grassroots cricket culture, and our cricket tennis balls have become a familiar part of weekend matches and local tournaments across the country. As cricket participation continues to expand, the sporting goods industry is evolving alongside it. As a market leader in the cricket tennis ball category, we are focused on building this strong foundation while expanding into new product segments. We are also delighted to welcome Arshdeep Singh as Brand Ambassador for our cricket ball category, as his journey inspires a new generation of cricketers.” — Bhavin Lakhlani, Sales Head, SiXiT.
“Cricket in this nation is not just played in stadiums; it lives in every gully, every ground, every weekend tournament. At SiXiT, we have built our brand on that reality. As we expand our portfolio and strengthen our presence across cricket equipment categories, our focus is on meeting the modern cricketer where they are: online, on their phones, on their favourite platforms. The refreshed brand identity, the ambassador partnership, and the campaigns we are building are all designed to deepen that connection, from the grassroots player discovering us for the first time, to the competitive cricketer who relies on us every season.” — Bharat Singh, Marketing & Digital Commerce Head, SiXiT.
“Every cricketer in India starts the same way with a cricket tennis ball, a narrow lane, and a dream. SiXiT has been part of that journey for millions of players across this country, including me, and that is what drew me to this association. This is a brand that genuinely understands where cricket comes from. I look forward to being part of what SiXiT is building, not just as a face, but as someone who believes in what this brand stands for.” — Arshdeep Singh, Brand Ambassador, SiXiT.
Engrovit launches campaign featuring Shivam Dube
Engrovit has partnered with Shivam Dube for a new brand campaign promoting child nutrition and growth supplements, with the cricketer featuring across digital content and activations.
UNIQLO signs Jasprit Bumrah as brand endorser
UNIQLO India has appointed Jasprit Bumrah as brand endorser, integrating him into campaigns focused on its LifeWear philosophy and expanding its reach in India’s premium apparel segment.
“In my day-to-day life, I prefer clothing that feels comfortable and effortless, especially when I’m spending time off the field. That’s why I’m happy to be partnering with UNIQLO – the brand’s approach to everyday clothing feels like a natural extension to my personal style.” — Jasprit Bumrah, Brand Endorser, UNIQLO.
“We are proud to partner with cricket world champion, Jasprit Bumrah and welcome him to the UNIQLO family. His focus on excellence, authenticity and quiet confidence reflects the essence of UNIQLO’s LifeWear philosophy. We are excited to collaborate with someone who shares the same values and purpose as we do.” — Nidhi Rastogi, Marketing Director, UNIQLO India.
Zaheer Khan joins Antwerp Anchors as co-owner
Zaheer Khan has joined Antwerp Anchors as Co-Owner ahead of the inaugural EUT20 Belgium Cricket League season, taking an active role in shaping the franchise’s long-term strategy.
“Europe is a big canvas for cricket, and I genuinely believe we are only at the beginning of what is possible here. Being a co-owner of the Antwerp Anchors is not just a business proposition — it is a chance to be part of building something meaningful from the ground up. What excites me most is the opportunity to find new talent across this continent and give those players the environment, the belief, and the platform to perform to their fullest potential. That has always been close to my heart. I look forward to being in Brussels in June and getting started.” — Zaheer Khan, Co-Owner, Antwerp Anchors.
“Having Zaheer Khan as a co-owner is the clearest possible signal of what the Antwerp Anchors stand for. He is a legend of the game, a proven winner, and someone who knows how to build for the long term. His involvement is not only a huge statement for the franchise, but also a powerful opportunity to support the growth of the European cricketing community and inspire the next generation of youth talent — a core pillar of Anchor. Add Andre Russell to that picture, and I believe every cricket fan in Europe will want to be watching us in Brussels this June.” — Nagendra Siddoutam, Owner, Antwerp Anchors.
foundit continues campaign with Jasprit Bumrah
foundit has rolled out a new brand film featuring Jasprit Bumrah as part of its “Boss Aaj Kal” campaign, reinforcing its positioning as an AI-powered career platform.
“Bumrah’s ability to change the dynamic of a match with a single delivery is exactly what foundit does for job seekers: it shifts the equation. This film is about that moment of quiet confidence. When you know the right opportunity is within reach, everything changes, including how the room treats you.” — Anupama Bhimrajka, Vice President Marketing, foundit.
BHIM appoints MS Dhoni as brand ambassador
BHIM Payments App has signed Mahendra Singh Dhoni as brand ambassador to strengthen its positioning within India’s digital payments ecosystem and drive consumer trust.
“As digital payments continue to scale in India, the next phase of growth is about strengthening preferences and deepening user confidence. With onboarding MS Dhoni as our brand ambassador, our objective is to position the BHIM Payments App not just as a payments option but as the preferred app for each member in the Indian household. As BHIM Payments App enters its next phase of growth, trust remains at the centre of everything we do. Dhoni represents that same trust, built over time. That is why this partnership feels inevitable.” — Lalitha Nataraj, Managing Director and Chief Executive Officer, NBSL.
“Over the years, I have always believed in keeping things simple and staying clear in approach. What stood out to me about BHIM is its focus on making digital payments straightforward and accessible to people across the country. As India continues to move towards greater digital adoption, it is important that users feel comfortable and confident while transacting. I am happy to be associated with an app that is built to serve everyday needs at scale.” — Mahendra Singh Dhoni, Brand Ambassador, BHIM.
Domestic and franchise: Western Province Cricket secures airline partner
Domestic cricket continues to attract strategic partnerships focused on operational support and brand alignment, with travel emerging as a key category for teams competing across national circuits.
LIFT becomes official airline partner of Western Province Cricket
Western Province Cricket has signed LIFT as Official Airline Partner in a three-year deal covering the men’s and women’s professional teams, with branding across WSB Newlands Stadium and digital platforms alongside travel support for players and staff.
“This partnership signals our shared commitment to performance, innovation and national pride. We look forward to seamless travel support and exciting commercial activations and brand integration ahead of the upcoming season.” — Corrie van Zyl, Chief Executive Officer, Western Province Cricket.
“We’re incredibly proud to be the Official Airline Partner to Western Province Cricket and look forward to supporting the teams as they travel across South Africa. We’re also excited to explore opportunities with the players to bring our signature, unconventional in-flight activations to life, creating memorable fan engagement moments for our passengers.” — Cilliers Jordaan, Chief Commercial Officer, LIFT.
