Women’s cricket continued to attract major commercial support this week, with JioStar securing a broad roster of sponsors for its ICC Women’s T20 World Cup 2026 coverage and Capricorn Group extending its backing of women’s cricket in Namibia. Elsewhere, the ExxonMobil Guyana Global Super League partnered with Cricket West Indies, Major League Cricket franchises announced sponsorship renewals and new technology partnerships, and the Caribbean Premier League added Flow as an official partner. The roundup also features athlete endorsement activity involving Shreyanka Patil, Renuka Singh Thakur and Rohit Sharma, alongside venue sponsorships, naming-rights agreements and long-term investments across domestic and franchise cricket.
MLC: Franchise sponsorship renewals and AI-led partnerships expand across performance and digital ecosystems
MLC: Franchise sponsorship activity continues to be driven by long-term renewals and technology-led partnerships ahead of the 2026 season.
Texas Super Kings renew Access Healthcare partnership
The Texas Super Kings have renewed their partnership with Access Healthcare for a fourth consecutive season, continuing its role as the team’s Sponsor and Official Partner.
Access Healthcare will feature across the Texas Super Kings’ digital platforms, matchday activations, and fan engagement channels.
“Our continued partnership with Access Healthcare reflects a relationship built on trust, performance, and shared ambition. Together, we are focused on raising the standard of excellence — on the field, in business, and in the communities, we engage with.” – K.S Viswanathan, Director of Texas Super Kings.
“On behalf of everyone at Access Healthcare, we’re proud to be a sponsor of the Texas Super Kings. Cricket is a sport reflecting many of the values we hold dear: commitment, teamwork, resilience, and excellence. We are excited to support the team throughout the season and look forward to sharing in their successes both on and off the pitch.” – Balaji Sekar, CEO at Access Healthcare.
San Francisco Unicorns partner with Persistent Systems as Re(AI)magining™ Partner
The San Francisco Unicorns have entered into a partnership with Persistent Systems for the 2026 Major League Cricket season, with Persistent named as an official Re(AI)magining™ Partner.
Persistent Systems will be integrated across team branding, perimeter boards, kit branding, digital platforms, and the “Persistent Coaches’ Corner” content property, alongside hospitality and client engagement activations.
“Cricket, like business, is becoming a game of intelligence as much as execution. The ability to convert data into real-time insight is increasingly the difference between good and great outcomes. At Persistent, we help organizations reimagine how AI creates advantage and this partnership with the San Francisco Unicorns brings that vision to life in a high-performance environment where every decision matters. Together, we have an opportunity to explore how AI can enhance performance, strategy, and fan engagement in new and exciting ways.” – Sandeep Kalra, Chief Executive Officer and Executive Director, Persistent Systems.
“Sport is evolving quickly, with data and technology playing a bigger role in how teams prepare, compete and engage with fans. Partnering with Persistent gives us an opportunity to explore new ways of applying these capabilities across performance and strategy. We also see strong potential to enhance how fans experience the game as it continues to grow in the United States.” – David White, CEO of San Francisco Unicorns.
Other Franchise Leagues: telecommunications partnerships and capital-backed league expansion drive structural commercial growth
Franchise leagues across emerging and established T20 markets are seeing a mix of telecom partnerships and institutional investment frameworks shaping commercial development.
Flow named official partner of the CPL
The Caribbean Premier League has announced Flow as an official partner for the upcoming tournament.
Flow will support the CPL through enhanced access, engagement, and connectivity across digital and broadcast touchpoints during the competition.
“Flow is a brand that is synonymous with connectivity and innovation across the Caribbean, and we are delighted to welcome them as a partner of the Republic Bank Caribbean Premier League. Their commitment to delivering exceptional experiences aligns perfectly with our vision for the CPL, and we look forward to working together to bring fans even closer to the action.” – Jamie Stewart, Commercial Director, Caribbean Premier League.
“Cricket in the Caribbean is part of our identity, our culture, and our collective rhythm as a region. Our partnership with the Caribbean Premier League reflects our continued commitment to investing in the moments that unite us as a people. Following our role as Official Telecommunications Partner of the ICC Men’s T20 World Cup in 2024, this next chapter with the CPL further reinforces Flow’s position as a trusted enabler of world-class sporting experiences across the Caribbean.” – Inge Smidts, Chief Executive Officer, Liberty Caribbean.
“We are proud to support a platform that celebrates Caribbean talent, connects millions of fans, and showcases the energy and excellence of our region on the global stage.” – Liberty Caribbean.
IPG Group secures multimillion-dollar backing for Lanka Premier League expansion
The Lanka Premier League promoter IPG Group has secured multimillion-dollar funding following a strategic merger with Flash Sports & Media, Inc., alongside the transfer of T20 league commercial rights into UGRO.
IPG Group will invest USD 20 million over the next two years into league development, commercial structure, and expansion across its T20 portfolio, including the Lanka Premier League.
“The integration into a publicly governed structure strengthens our ability to scale the league responsibly. With enhanced transparency, capital access, and governance standards, we are positioned to grow franchise value while maintaining long-term commercial discipline.” – Anil Mohan, Founder & Chairman, IPG Global.
“We believe this combination accelerates our ability to execute across multiple cricket economies simultaneously. With centralized commercial control and aligned franchise incentives, we intend to drive deeper sponsor integration, stronger broadcast partnerships, and greater fan engagement across markets. Our focus now is on operational execution, scaling the platform with speed and precision, and long-term shareholder value creation.” – Bradley Nattrass, Chief Executive Officer, Flash Sports & Media.
“The public-market structure enables phased capital deployment into league infrastructure while maintaining strict ROI discipline. Our focus will be on strengthening long-term commercial development and building recurring revenue streams across the portfolio.” – Eric Sherb, Chief Financial Officer, Flash Sports & Media.
National Boards: Women’s cricket sponsorships and broadcast partnerships
Women’s cricket teams, development programmes and tournament coverage attracted new and renewed commercial partnerships across multiple markets.
JioStar secures sponsors for ICC Women’s T20 World Cup 2026 coverage
Google Gemini, Herbalife, Havells and Parle Products have joined JioStar’s ICC Women’s T20 World Cup 2026 coverage as Co-Presenting Partners, while Google Pay, Rado and Campa Energy have signed as Associate Partners and adidas as Title Partner for the pre and post live shows.
“Brands now view women’s sport as a marketing and growth platform, and this shift can be attributed to Team India’s maiden ICC Women’s World Cup title in 2025. The ICC Women’s T20 World Cup offers advertisers a unique opportunity to align with a property that combines elite competition and a rapidly expanding fan base.”
“The participation of brands across diverse sectors and categories that have never before associated with women’s cricket, is the clearest indicator yet of the commercial maturity this ecosystem is beginning to achieve.”
Anup Govindan, Head of Sales – Sports, JioStar.
Capricorn Group renews women’s cricket sponsorship
Capricorn Group has renewed its sponsorship of Cricket Namibia’s women’s cricket programme, including the Capricorn Eagles, the national U19 team, girls cricket festivals and the girls schools league through May 2028.
“Over the past five years, the Capricorn Eagles brand has become a recognised symbol of excellence, resilience and growth in women’s cricket, both here in Namibia and on the international stage. That progress reflects the dedication of the players, coaches and administrators, but it also shows what becomes possible when talent is matches with consistent support.”
“At Capricorn Group we believe sport has the power to unlock potential, inspire ambition, and create opportunities that extend far beyond the field of play. Our continued partnership with Cricket Namibia is therefore not only an investment in the Capricorn Eagles, but in the broader advancement of women and girls cricket in Namibia.”
“Since 2021 we have seen the team grow in confidence, visibility and competitiveness, demonstrating what is possible when talent is matched with sustained support. We are proud to continue backing these remarkable athletes and to help build a stronger pathway for the next generation of girls in cricket.”
Marlize Horn, Executive Officer, Brand and Corporate Affairs, Capricorn Group.
Endorsements: Cricketers secure brand ambassador and investment partnerships
Cricketers continued to attract commercial opportunities through brand ambassador appointments and equity-based partnerships across consumer goods, health and beverage categories.
KLF Nirmal appoints Shreyanka Patil as brand ambassador
KLF Nirmal has appointed Shreyanka Patil as its brand ambassador for Karnataka.
“Shreyanka is a natural fit for the KLF Nirmal brand. Her strong roots, determination, authenticity, and inspiring personality closely reflect the values that our brand stands for. She represents the aspirations of today’s young generation while staying connected to her origins. Through this partnership, we hope not only to strengthen our connection with consumers across Karnataka but also to inspire young girls to pursue their dreams with confidence.” – Ashik Jose, Marketing Manager, KLF Nirmal Industries Pvt. Ltd.
“I am delighted to partner with KLF Nirmal, a brand that has earned the trust of families for generations. It is truly an honour to be associated with such a legacy brand and to represent KLF Nirmal in its upcoming campaign across Karnataka. I am excited to be part of this journey and look forward to connecting with consumers while contributing to the brand’s continued growth and success.” – Shreyanka Patil, India Women’s Cricketers
Rohit Sharma takes equity stake in FITTR
Rohit Sharma has become an investor and equity partner in FITTR.
HELL Energy appoints Renuka Singh Thakur as brand ambassador
HELL Energy Drink has appointed Renuka Singh Thakur as the face of the brand in India.
“The launch of our Zero variant is a strategic milestone as we continue to strengthen our portfolio in India in line with the growing demand for better alternatives among consumers. At the same time, we are delighted to welcome Renuka Singh Thakur as the face of HELL ENERGY DRINK in India. Her commitment to excellence and performance perfectly aligns with our brand ethos, making this association both relevant and impactful.” – Unnikannan Gangadharan, Director, HELL-ENERGY PRIVATE.
Other: Ground naming rights and tournament sponsorship agreements
Cricket venues and competitions announced new naming rights and sponsorship partnerships during the period.
Wellington CC secures ground sponsorship from Lloyd & Whyte Community Broking
Lloyd & Whyte Community Broking has become the ground sponsor of Wellington Cricket Club, with the venue renamed the Lloyd & Whyte Cricket Ground.
“We’re very proud to be the primary ground sponsor for the club.”
“I am from Wellington, so the cricket club is an integral part of my community, and it’s great to be able to, through Lloyd & Whyte Community Broking, support the club.”
Gemma Mather, South West Regional Director, Lloyd & Whyte Community Broking.
Study NT becomes naming rights partner of the Top End T20 Series
Study NT has become the naming rights partner of Cricket NT’s Top End T20 Series for the next two years.
“Cricket is a cultural connector, and the Top End T20 series provides an opportunity for the Northern Territory to strengthen trade, education and strategic ties with other cricketing nations.”
“The Northern Territory has a world-class higher education and training sector, and we want to increase the number of international students studying with our Territory providers.”
“The Study NT partnership with Cricket NT provides an unparalleled global platform to promote the Northern Territory into key international education markets across Southeast Asia and North America.”
Robyn Cahill, Minister for International Education, Migration and Population.
“The Top End T20 Series has quickly become recognised as the second-best T20 competition in Australia, behind the Big Bash League.”
“We are thrilled to welcome Study NT as Naming Rights Partner for the next two years and look forward to working together to showcase Darwin to key Southeast Asian markets and support the growth of the local international education sector.”
Gavin Dovey, Chief Executive, Cricket NT.
Domestic and Franchise: Tournament, team and league partnerships continue across global cricket
Franchise tournaments, domestic competitions and professional teams announced new and renewed commercial partnerships across sponsorship, venue and promotional categories.
Global Super League partners with Cricket West Indies
The ExxonMobil Guyana Global Super League has entered into a promotional partnership with Cricket West Indies ahead of the 2026 tournament.
“The ExxonMobil Global Super League is very pleased to support the West Indies Men during what promises to be a thrilling series in an exciting summer for West Indies cricket.”
“We have recently released a campaign on the theme of ‘Super We’ and this can now be extended to ‘Super WI’! We wish the team every success in the Series and are proud to be involved.”
Sir Clive Lloyd, Chairman, ExxonMobil Guyana Global Super League.
“Cricket West Indies is pleased to welcome the Global Super League as a commercial partner during the ‘WI OUTSIDE!’ International Home Series. This partnership underscores the importance of regional collaboration and the collective responsibility of Caribbean cricket stakeholders to work together in building a stronger, more sustainable future for the game.”
“As the cricket landscape continues to evolve, strategic commercial alliances such as this are essential to unlocking new opportunities, driving investment, expanding audiences, and creating greater value for players, fans, and partners across the region. We are pleased to provide a global platform for the GSL while advancing our shared vision of growing Caribbean cricket and ensuring its long-term success on and off the field.”
Chris Dehring, Chief Executive Officer, Cricket West Indies.
ACDC Express renews partnership with Lions Cricket
ACDC Express has renewed its partnership with Lions Cricket for a further two years, with an option to extend.
“ACDC Express have played an instrumental role in enriching and empowering our Pride, investing significantly in both our people and our environment in ways that often go unseen. They are a brand that continually inspires us to Beat Our Best by adding value to our offerings and enhancing our home. We are incredibly grateful for their loyalty and support as we continue to raise the standard across every aspect of the organisation, underpinned by shared values of respect, integrity and customer focus.”
Jono Leaf-Wright, Chief Executive Officer, Lions Cricket.
“We have thoroughly enjoyed our partnership with this dynamic organisation, which strongly reflects our own commitment to excellence, integrity and community. As a proudly family-driven business, ACDC Express identifies not only with the Lions Cricket organisation, but also with its passionate supporters and the broader cricketing ecosystem it serves. We are proud of the connections we have built with the Lions fanbase and look forward to continuing to showcase our dedication to delivering innovative and comprehensive electrical solutions.”
Mario Maio, Chief Executive Officer, ACDC Express.
Thums Up signs seven-year partnership with Jharkhand T20 Cricket League
Thums Up has signed a seven-year agreement to become the official beverage partner of the Jharkhand T20 Cricket League through 2032.
“As a leading bottling unit of Coca-Cola India, Moon Beverages Jharkhand is proud to be associated with the Jharkhand T20 league. We have always patronised sports and particularly Cricket, which is a religion in this country. We wish all success to this fabulous event which aims to showcase talented young cricketers from small cities and districts of Jharkhand who have it in them to make it big and play for the country in future. Is Toofani league ko Thumps Up ka Toofani salaam!”
Biplab Chatterjee, Vice President, Coca-Cola Moon Beverages, Jharkhand.
“We are delighted to welcome Thums Up as the Official Beverage Partner of the Jharkhand T20 Cricket League. A long-term commitment of this nature from one of India’s most respected consumer brands is a strong endorsement of the vision behind JT20CL and the immense potential that exists within Jharkhand’s sporting ecosystem.”
“The league was created with the objective of building a sustainable platform for cricketing talent from the state while delivering a world-class experience for fans, partners and stakeholders. Partnerships such as these play a crucial role in accelerating that vision and helping establish JT20CL as a marquee sporting property for years to come.”
Sambhav Jain, Director, AV24 Sports Private Limited.
England: State-school cricket development partnerships extend across Sussex’s performance and commercial pathways
State-school cricket development partnerships and women’s cricket sponsorship extensions form the focus of activity across Sussex Cricket and its affiliated foundations.
BACA extends partnership with Sussex Cricket and Sussex Cricket Foundation
Brighton Aldridge Community Academy (BACA) has extended its partnership with Sussex Cricket and Sussex Cricket Foundation for a further three years, continuing its state-school cricket development programme.
The Aldridge Foundation will continue as front-of-shirt sponsor of the Sussex Women’s team until September 2028, extending its long-term sponsorship commitment across women’s cricket in Sussex.
“We are delighted to continue our partnership with BACA, which is a key part of our mission to transform state school cricket in Sussex. The high-quality opportunities BACA provide, not only help make cricket accessible but also helps identify talented players for our Sussex Men, Women & Disability teams which ensures everyone has opportunity to fulfil their potential”. – Gary Wallis-Tayler, Director of Sussex Cricket Foundation.
“This year is the 20th anniversary of the Aldridge Foundation and the cricket programme at BACA has demonstrated the power of cricket to develop attributes which enable our students not only to perform well on the pitch but to prepare well for a fulfilling and successful life.” – Sir Rod Aldridge, Founder of the Aldridge Foundation.
“Having attended Falmer High School before it became BACA, I have seen the positive change that Brighton Aldridge Community Academy has made to the local community first-hand. The partnership between Sussex Cricket, Sussex Cricket Foundation and BACA has inspired thousands of children from state school backgrounds, and BACA’s continued commitment to women and girls’ cricket in Sussex, for a further three years, is something to really celebrate.” – Shaun Simmonds, Marketing Manager of Sussex Cricket.
