This week’s global cricket sponsorship activity spans franchise cricket, international tournaments, and league-wide commercial rights. In the IPL, KEI Industries secured prime jersey visibility with Lucknow Super Giants while Vodafone Idea strengthened Chennai Super Kings’ connectivity push. Internationally, Powerade used the ICC Men’s T20 World Cup 2026 to anchor its entry into the Indian market, and the Pakistan Super League recorded a historic commercial milestone with Trans Group FZE securing brand partnership rights for the league’s new cycle. Meanwhile, English county cricket and other franchise ecosystems continued to deepen long-term partnerships, underlining the sustained commercial momentum across the global game.
IPL: Big-ticket front-of-shirt visibility and connectivity plays ahead of season 19
With IPL 2026 around the corner, teams are locking in high-visibility jersey inventory and digital-first partnerships—ranging from front-of-shirt principal branding to multi-year telecom activations and a notable title sponsor switch.
KEI Industries Ltd. becomes Principal Partner of Lucknow Super Giants for IPL 2026
KEI Industries Ltd. has signed with Lucknow Super Giants as Principal Partner for IPL Season 19 (from 26 March 2026), with the KEI logo placed on the front of the match jersey (right chest), plus marketing rights and integrated campaigns across media channels.
Mr. Anil Gupta, Chairman and Managing Director, KEI Industries Ltd., said: “We are delighted to announce our partnership with Lucknow Super Giants, one of the most dynamic and rapidly growing franchises in the IPL. KEI is among the leading wires and cables companies globally with a presence in over 60 countries and we see strong synergy between the two brands.The presence of internationally acclaimed players and their consistently strong performances resonate with the core values of the KEI brand. India is a cricket-loving nation, and through this partnership we aim to further strengthen brand visibility and build meaningful connections with our audiences across markets.”
Mr Manoj Kakkar, Executive Director (Sales & Marketing), KEI Industries Ltd., added: “KEI has been actively involved in promoting regional sports with a key focus on Cricket, and our association with the IPL dates to more than a decade now. This partnership with Lucknow Super Giants will enable the KEI brand to connect instantly with millions of viewers across India and overseas. The brand has also planned a series of fan engagement activities and meet-and-greet sessions for key channel partners with players during the tournament across multiple cities.”
Mr Akshit Diviaj Gupta, Executive Director, KEI Industries Ltd., said: “I am delighted to announce our partnership with Lucknow Super Giants. We are committed to encouraging and elevating the realm of sport in India. The strong fan following of LSG will help enhance KEI’s brand recognition across the nation. This engagement will further strengthen our relationships with customers, and we look forward to exploring additional opportunities to expand our business.”
Mr Vinay Chopra, CEO, RPSG Sports Pvt. Ltd., representing Lucknow Super Giants, said: “We are pleased to partner with a well-established and robust company like KEI Wires & Cables. KEI is recognised for its sustainability-driven initiatives, and this partnership aligns perfectly with our vision. This association provides KEI, the No. 1 exporter and leading Wires & Cables brand with access to the massive and engaged LSG fan base, and we are confident of delivering significant value to KEI Wires & Cables.”
Vodafone Idea becomes Official Communications Partner of Chennai Super Kings in three-season deal
Vodafone Idea (Vi) has partnered with Chennai Super Kings for three seasons as Official Communications Partner, with Vi branding on the leading leg of the match kit and activation spanning broadcast, digital, and in-stadium campaigns focused on connectivity-led fan experiences.
Avneesh Khosla, Chief Marketing Officer, Vi, said, “Cricket is deeply woven into India’s social & cultural fabric, creating shared experiences that unite communities across the country. At Vi, enabling those connections is at the heart of what we do. Our partnership with Chennai Super Kings represents a powerful coming together of shared values — passion, performance, and resilience. Together, we will be bringing fans closer to the game they love, celebrating the sport and delivering seamless connectivity that enhances every moment of the cricketing journey.“
KS Viswanathan, Managing Director, Chennai Super Kings, added, “We are delighted to welcome Vi to the Super Kings family. The association with Chennai Super Kings and Super Kings Academy reflects our shared commitment to nurturing the next generation of cricketers. Vi’s strong digital reach and youth connect align perfectly with our vision of building deeper engagement with fans and aspiring players alike. Together, we look forward to creating meaningful impact both on and off the field.”
Shree Cement becomes Title Sponsor of Sunrisers Hyderabad for IPL 2026
Shree Cement has come on board as Sunrisers Hyderabad’s Title Sponsor for IPL 2026, replacing Dream11, with Kuhl and BKT Tyres continuing as sponsors.
SRH captioned the post on X, “FIRE NEVER LOOKED THIS FIERY”
The post read: “Our official jersey for 2026 is here, Orange Army”
England: County cricket partnerships continue to deepen
Commercial relationships across English county cricket continue to strengthen, with clubs extending long-term partnerships that provide consistent brand visibility while also supporting the growth of both the men’s and women’s games.
Dafabet extends Official Betting Partnership with Somerset County Cricket Club until 2028
Dafabet has extended its partnership with Somerset County Cricket Club as Official Betting Partner until at least the end of the 2028 season. The brand’s logo will remain across all three Somerset Men’s playing shirts and maintain prominent branding at the Cooper Associates County Ground, while also supporting Somerset Women.
Somerset County Cricket Club Commercial Director, Caroline Herbert, said: “Dafabet is a leading global brand with a strong presence across key international markets, and we are proud to be extending this partnership. Our relationship has developed strongly since 2022, and this agreement represents an important commercial opportunity for both organisations as we continue to grow our reach, enhance supporter engagement and support cricket across both the men’s and women’s games.”
John Cruces, Head of Sponsorships at Dafabet added: “We’re very happy to be extending our partnership with Somerset as we continue to expand our reach within cricket.
“The sport continues to grow on a worldwide scale, especially UK county cricket which is followed globally.
“As with all our partners we wish the Club the best of luck for the forthcoming season.”
PSL: Brand partnership rights hit record high ahead of new cycle
The Pakistan Super League has entered a new commercial phase, with brand partnership rights for the upcoming cycle attracting record value as the league continues to expand its commercial footprint.
Trans Group FZE secures HBL PSL brand partnership rights for 2026–2029 cycle
Trans Group FZE has secured the HBL Pakistan Super League Brand Partnership rights for the 2026–2029 cycle, covering six category sponsorship rights and one umpire branding right.
Rao Omar Hashim, Group Director Trans Group FZE, said: “TransGroup FZE is proud to stand shoulder to shoulder with the Pakistan Cricket Board as we enter a New Era of the HBL Pakistan Super League through the Category Sponsorship rights for 2026–2029. From the very inception of the HBL PSL, TransGroup FZE has believed in the league’s vision to transform Pakistan’s cricketing and commercial landscape and this milestone reflects our continued commitment to its long-term success.
“The HBL PSL has grown into a globally respected property, driven by passionate fans, world-class players and a forward-looking strategy from the PCB. TransGroup FZE remains aligned with the PCB’s ambitions to strengthen Pakistan cricket through innovation, stability, global collaboration and we look forward to contributing meaningfully to the continued growth of the HBL PSL in the years ahead.”
Salman Naseer, CEO PSL, said: “We are extremely pleased with the outcome of the Brand Partnership rights sale, which have grown remarkably by 1,226 per cent since the start of the league. This growth is a strong validation of the HBL PSL brand, its competitive quality and its increasing appeal to cricket fans around the world.
“We are grateful to Trans Group for stepping up in the New Era, shattering past records and standing firmly by the HBL PSL for a decade. We all are eagerly awaiting commencement of the next edition to begin across the country with eight teams participating in the league for the first time across two new venues.”
Other domestic franchise leagues: Ownership moves and education partnerships shape franchise ecosystem
Beyond the major leagues, franchise and league properties continue to evolve through ownership changes and purpose-led partnerships, reflecting a broader push to build sustainable commercial and developmental structures across the global cricket landscape.
Blue God Entertainment acquires Legends League Cricket
Blue God Entertainment has acquired Legends League Cricket in a deal valued at Rs 49 crore, securing long-term commercial rights including media, sponsorship, franchise development, and global content distribution.
Vivek Khushalani, Chairman, Absolute Legends Sports Pvt Ltd, said, “Legends League Cricket has been built as a scalable global sports property with strong commercial fundamentals and growing fan engagement. This partnership represents the next phase of its evolution, bringing institutional capital, long-term growth visibility, and enhanced global expansion opportunities for the league. The agreement enables ALSPL to pursue an asset-light, scalable growth strategy while retaining long-term brand leadership of the league.”
Raman Raheja, Co-Founder, Legends League Cricket, termed it a “defining moment for global sports business. By integrating a premier cricket property with public markets, we are creating a new framework for how sports intellectual properties are valued, monetised, and scaled.”
Nitin Khanna, Spokesperson, Blue God Entertainment Ltd, added, “Legends League Cricket offers a powerful growth platform with significant commercial potential. This acquisition strengthens our long-term vision of building a leading sports and entertainment ecosystem.”
Richfield renews partnership with Lions Cricket
Richfield has renewed its partnership with Lions Cricket, continuing a collaboration that provides tertiary education opportunities for players and staff across the Lions Cricket ecosystem, including the DP World Lions men’s and women’s teams.
Adam Kelly, Group Chief Commercial Officer at Richfield, said: “Our goal is to help players and staff develop beyond the boundary. Education equips them with skills and knowledge they can carry into their future careers and personal lives. For us, seeing athletes commit to learning as seriously as they commit to cricket is inspiring, and it sets a strong example for all young Africans looking to further their post-Matric education.”
Jono Leaf-Wright, CEO, Lions Cricket, said: “This partnership ensures that every single individual within our Pride has the opportunity grow personally and professionally. At Lions Cricket, we’ve always pushed to not only produce great players on the field, but even better people off it: And this partnership speaks exactly to that key goal, with our players and staff being encouraged to pursue tertiary qualifications while still making the most of their cricket careers. We want them to be well-rounded individuals who are prepared for whatever comes next, on or off the field.”
He added: “Our ambition has always been to bring out the best in every person within our ecosystem. Education equips our people for future opportunities and fosters a culture where learning is as valued winning.”
International tournaments: Global brands leverage ICC events for market expansion
Major ICC events continue to attract global consumer brands seeking scale, credibility and market entry opportunities, with the ICC Men’s T20 World Cup serving as a powerful platform for international expansion strategies.
Powerade becomes Official Tournament Partner of ICC Men’s T20 World Cup 2026
Powerade, The Coca-Cola Company’s sports hydration brand, has partnered with the ICC Men’s T20 World Cup 2026 as an Official Tournament Partner, using the event staged across India and Sri Lanka to anchor its entry into the Indian market.
Ankita Mahna, Senior Director, Marketing, Hydration, Sports & Tea Category, Coca-Cola India and Southwest Asia said, “Sport in India lives in streets, playgrounds, gyms and everyday routines. Powerade’s entry into India is about meeting people in those moments of intense effort, whether they’re training professionally or simply pushing themselves a little further every day. Launching at the ICC Men’s T20 World Cup gives us a powerful starting point, but our focus goes beyond the tournament. We’re building Powerade as a long-term sports hydration brand that grows with India’s sporting ambition and its increasingly active lifestyles.”
Sukesh Nayak, CCO, Ogilvy India, added, “For Powerade’s launch in India, we chose to go down the psyche of an everyday athlete. The battle is always between the mind and the body, where the mind wants to go on, but energy levels say, ‘stop’. And how Powerade fuels them in pushing forward. We found the perfect match in Shubman Gill and Neeraj Chopra, who might be international sports icons, but behind the scenes, their workout struggle could be a lot like any of ours. Making Powerade the fuel to everyone’s power.”
Shubman Gill shared, “A lot of the work around sport happens away from the spotlight, in training and recovery. Staying hydrated is a basic but important part of that, and I am glad to be associated with Powerade as it launches in India.”
Neeraj Chopra continued, “Preparation is everything in sport, especially on tough training days. It’s great to see Powerade come to India and support athletes across different disciplines.”
