This week’s Global Sponsorship Roundup spans major commercial moves across international, franchise and domestic cricket, led by Ricky Ponting investing in Century Cricket and becoming its global ambassador, ORN.com securing Global Sponsor status for the DP World Women’s Asia Cup, and JSW Sports becoming Exclusive Commercial Partner of the Hong Kong Sixes. Elsewhere, Punjab Kings backed the new Sher-E-Punjab T20 League, SEIKO joined Brisbane Heat, Hexaware expanded into European franchise cricket, CSA strengthened its partnership with Dafabet, and Titans Cricket announced a string of new and renewed commercial agreements.
IPL: Punjab Kings extend commercial presence into Punjab’s domestic T20 ecosystem
Punjab Kings have expanded their involvement in Punjab cricket through a commercial partnership with the inaugural Mankind Pharma Sher-E-Punjab T20 League, strengthening the IPL franchise’s connection with the state’s emerging talent pathway.
Punjab Kings become ‘powered by’ sponsor of Sher-E-Punjab T20 League
Punjab Kings have joined the Punjab Cricket Association-organised Mankind Pharma Sher-E-Punjab T20 League as its ‘powered by’ sponsor. The inaugural six-team competition will stage 27 matches from August 30 to September 13 at the I.S. Bindra Stadium in Mohali.
“Punjab has a very strong cricketing culture and has consistently produced players who have gone on to represent the state and the country. Under the dynamic leadership of Chief Minister S. Bhagwant Singh Mann, Punjab is committed to strengthening sports at the grassroots and creating more opportunities for young talent. The Sher-E-Punjab T20 League is an important platform in that journey, and Punjab Kings coming on board further strengthens the connection between grassroots cricket and the professional game.” – Gurmeet Singh Meet Hayer, Honorary Secretary, Punjab Cricket Association
“Punjab has always been a fertile ground for cricketing talent, and our responsibility is to ensure that this talent gets the right platforms and opportunities to progress. The association with Punjab Kings adds considerable value to the league and strengthens the connection between the state’s grassroots cricket and the professional game. With leading players and emerging talent coming together, the league can play an important role in creating a stronger and more sustainable pathway for Punjab’s cricketers.” – Amarjeet Mehta, President, Punjab Cricket Association
“We’ve always felt our role in Punjab goes beyond what happens on the field. This state has given Indian cricket some outstanding players, and we want to be part of making sure the next lot get the platforms and support to go all the way. Backing the Sher-e-Punjab T20 League is a real step towards that.” – Satish Menon, Chief Executive Officer, Punjab Kings
BBL: SEIKO joins Brisbane Heat with game-day activation partnership
Brisbane Heat have added global watch brand SEIKO to their commercial portfolio, with the partnership spanning the club’s home matches across both the WBBL and BBL.
SEIKO partners with Brisbane Heat for Celebrity First Ball
SEIKO has partnered with Brisbane Heat for the upcoming season and will become the presenting brand of the SEIKO Celebrity First Ball activation before each Brisbane home game in the Weber Women’s Big Bash League and KFC Big Bash League.
“We’re thrilled to have a global brand of the stature and standing as SEIKO join the Brisbane Heat.”
“SEIKO pride themselves as always one step ahead of the rest and the Heat are driven by the same line of thinking.”
“Since starting out in 2023 with Amy Shark gamely stepping up to bowl the first ball of the season, the Heat have been blown away by the sense of excitement that accompanies this aspect of our pre-game as it has gone from strength to strength.”
“We have been thrilled by the willingness of those individuals we have approached to take part in the Celebrity First Ball in the past and are very excited about having SEIKO join with us to deliver another exquisite element of the Heat’s game day experience this summer.” – Pete Lock, General Manager – Marketing and Commercial, Brisbane Heat
“We’re incredibly excited to begin our partnership with the Brisbane Heat and to align SEIKO with a club that has enjoyed such strong success both on and off the field.”
“SEIKO has a long and proud history of partnering with sport in Australia and around the world, and we look to work with organisations that share our commitment to performance, innovation and creating meaningful connections with their fans.”
“The SEIKO Celebrity First Ball is a fun and distinctive way to help bring the partnership to life on game day, and we’re looking forward to seeing the personalities who take on the challenge throughout the summer.” – Brett Neill, Head of SEIKO
ETPL: Hexaware expands cricket sponsorship into Europe with Dublin Guardians
The inaugural European T20 Premier League has attracted commercial backing from Hexaware Technologies, extending the technology company’s franchise cricket sponsorship portfolio from the United States into Europe.
Hexaware becomes Official Partner of Dublin Guardians
Hexaware Technologies has signed on as an Official Partner of Dublin Guardians for the inaugural European T20 Premier League season, which runs from August 26 to September 20, 2026. The sponsorship follows Hexaware’s previous association with Major League Cricket’s San Francisco Unicorns.
“The opportunity to support local talent is an important part of what appealed to us. The ETPL can give more players across Europe the chance to compete at a higher level and help strengthen the game from the grassroots up. We’re pleased to support Dublin Guardians as part of that effort.” – Parameshwaran Iyer, Executive Vice President, Head – UK and Europe, Hexaware
“I’m delighted to welcome Hexaware as a partner of the Dublin Guardians for our inaugural season. It’s exciting to have organisations like Hexaware that share our belief in teamwork, ambition, and excellence alongside us as we begin this journey.” – Rahul Dravid, Chairman, Dublin Guardians
“Hexaware is a strong addition to the Dublin Guardians journey. Its focus on building local capability in the markets where it operates connects well with what we’re trying to do here. For us, that means creating more opportunities for local players to develop and compete at a higher level.” – Ajit Ravindran, Chief Executive Officer, Dublin Guardians
National Boards: CSA expands Dafabet partnership as SA20 joins forces on community initiative
South African cricket added to its commercial and community partnerships this week, with Cricket South Africa extending its relationship with Dafabet into the revamped domestic structure and Betway SA20 collaborating with the Laureus Sport for Good Foundation and JP21 Foundation on a Women’s Month initiative.
Dafabet becomes competition partner of CSA’s Pro50 competitions
Dafabet has expanded its partnership with Cricket South Africa to become the official competition partner of the Pro50 competitions in both domestic divisions, which will be known as the Dafabet Pro50 and Dafabet Pro 50 Shield. The brand is already a headline events partner for Test and One-Day International cricket and back-of-shirt sponsor of the Proteas Men and Proteas Women.
“The 2026/27 season marks an exciting new chapter for domestic cricket in South Africa. We have taken a deliberate approach to simplify and strengthen the way our competitions are positioned, creating a clear identity that fans, players, partners and stakeholders can connect with.
“Bringing the T20 Challenge and T20 Knockout together under the Pro20 banner gives us one strong, unified T20 competition that brings together 16 teams and creates a bigger platform for our players and teams to compete, perform and build their reputations.”
“At the same time, the Pro50 and the 1st Class Series competitions reinforce the importance of both white-ball and red-ball cricket within our domestic system. The increased number of first-class matches is particularly important as we continue to develop players capable of competing successfully at international level.”
“We are also delighted to welcome Dafabet as the competition partner of the Pro50. Their continued investment in South African cricket demonstrates the strength of our partnership and their commitment to the domestic game. These competitions will provide an exciting platform for players, teams and fans as we build towards another important period in South African cricket.” – Pholetsi Moseki, Chief Executive Officer, Cricket South Africa
Betway SA20 partners with Laureus and JP21 Foundation for Women’s Month initiative
Betway SA20 has partnered with the Laureus Sport for Good Foundation and JP21 Foundation on a Women’s Month initiative supporting young girls in South Africa, with the league donating sanitary packs and toiletries to the JP21 Foundation.
“Sport has the power to change lives well beyond the boundary, and today is a good example of that. We’re proud to partner with the Laureus Sport for Good Foundation and the JP21 Foundation on an initiative that speaks directly to dignity and opportunity for young girls in South Africa during this Women’s Month.” – Graeme Smith, League Commissioner, Betway SA20
“Today is a wonderful day. We’re here at SA20’s offices for a really special cause, and I want to thank SA20 for this initiative to connect toiletries and sanitaryware to one of our programmes, the JP21 Foundation.”
“Laureus uses the power of sport to change lives, and it’s amazing to see that, even as an athlete myself. That’s what the Laureus Sport for Good Foundation is all about – going out there and changing lives.”
“Today, we’re handing over some of these parcels to the JP21 Foundation, and they will definitely make a difference in every child’s life. We’re excited to be part of that.” – Natalie du Toit, Head of Brand, Laureus Sport for Good Foundation South Africa
“Great moments come from great opportunities, and today is another opportunity to really make a difference.”
“I think about the collaboration between the JP21 Foundation, SA20 and the Laureus Sport for Good Foundation. You see these bags here – that’s what it’s really about. Sanitary packs, toiletries – you think about Mandela Day, and I think about what it stands for.”
“It stands for dignity, and this in itself represents that. As the JP21 Foundation, we’re just glad that we can collaborate and partner with organisations similarly aligned, with a shared vision to help the less fortunate.”
“The Foundation has been going for about 12 years now, and it’s really about impact and influence, and this in itself creates that opportunity yet again.” – JP Duminy, Founder and Chairperson, JP21 Foundation
Endorsements: Ricky Ponting invests in Century Cricket and takes global ambassador role
Ricky Ponting has expanded his business interests in cricket by investing in technology-led Century Cricket Centres, combining an ambassadorial role with direct involvement in the company’s coaching and talent-development strategy.
Ricky Ponting joins Century Cricket as investor and global ambassador
Former Australia captain Ricky Ponting has joined Century Cricket as an initial ambassador investor and will serve as lead global advisor for its coaching and talent identification programs. Ponting will help develop coaching programmes, player pathways and talent-identification initiatives as the company expands into new markets.
“Century Cricket will be the future of cricket coaching and talent identification. I did not hesitate to become involved from the very first time I was presented with the ambitions of the company. The technology is a game changer, and it will allow cricket lovers of all standards to engage, improve and have an experience in cricket, not offered by anyone else. The new Bryant Park facility in New York will be an extraordinary showcase for the world to see what Century Cricket offers.” – Ricky Ponting, Investor and Global Ambassador, Century Cricket
“Ricky investing in Century Cricket and committing to play an active role in what we’re building is a huge endorsement of our ambition. There are very few people in world cricket who combine his playing pedigree, leadership, coaching experience and understanding of the game across the global landscape.”
“What excites us most is that this goes far beyond an ambassador relationship. Ricky will help shape how Century Cricket develops players, identifies talent and uses technology and data to create a better cricket experience. Our ambition is to make world-class cricket development more accessible, engaging and connected for players everywhere, and having Ricky alongside us as both an investor and advisor is incredibly powerful as we build Century Cricket globally.” – Chris Millard, Chief Executive Officer, Century Cricket
“Ricky’s addition to Century Cricket goes well beyond his standing as one of the game’s greatest ever players. Having built and led at the highest levels of the sport, he brings a rare combination — the credibility that comes from a lifetime in cricket, paired with a sharp commercial instinct and genuine business acumen. As we scale Century Cricket across new markets, having someone who understands both the game and how to build enduring value around it is invaluable. We couldn’t be more excited to have him join us on this journey.” – Clayton Glenister, Incoming Chairman, Century Cricket
International Tournaments: ORN.com takes global sponsorship of Women’s Asia Cup
The DP World Women’s Asia Cup 2026 has added travel platform ORN.com to its commercial roster, giving the brand extensive visibility throughout the eight-team T20 tournament in the UAE.
ORN.com becomes Global Sponsor of DP World Women’s Asia Cup
ORN.com has signed on as a Global Sponsor of the DP World Women’s Asia Cup 2026, running from August 28 to September 13 in the UAE. The agreement includes branding across perimeter boards, behind-the-wicket assets, sight screens, big screens, presentation backdrops and the Champions Board.
“Sport and travel have something fundamental in common – both inspire people to dream beyond boundaries. Women’s cricket in Asia is entering an extraordinary new era, and we are proud to stand alongside these athletes and millions of fans as a Global Sponsor of the DP World Women’s Asia Cup 2026.”
“ORN itself is being built around journeys – the journeys people dream about, save for and remember for the rest of their lives. Through this collaboration, we want millions of people watching across Asia to discover that their own unforgettable journey may be closer than they think.” – Vinay Gupta, Founder & Chief Executive Officer, ORN.com
“Travel should be easier to discover, easier to understand and easier to experience. At ORN.com, we are building the infrastructure and technology to bring the different parts of a journey together and make great travel accessible to a much larger audience.”
“The DP World Women’s Asia Cup gives us an extraordinary opportunity to introduce ORN to millions of people across Asia. It is a collaboration between two things experiencing tremendous momentum – women’s cricket and a new generation of people who want to explore the world.” – Ankit Agarwal, Co-founder, ORN.com
Domestic and Franchise: Titans renew and expand partner roster as regional cricket attracts new commercial deals
Domestic cricket properties in South Africa, India and Hong Kong added or extended a broad range of commercial partnerships, spanning apparel, technology, fitness, personal care, mobility, gaming and commercial rights.
KragBuzz Sports becomes clothing partner of three UP T20 League teams
KragBuzz Sports has been named Official Clothing Partner of Noida Kings, Kashi Rudras and Kanpur Superstars in the UP T20 League. The sports and athleisure brand will provide the three teams with official team apparel and performance clothing for the upcoming season.
“We are pleased to be associated with the UP T20 League and to support Noida Kings, Kashi Rudras and Kanpur Superstars. Uttar Pradesh has a strong and growing cricket culture, and leagues like UP T20 provide an important platform for players to showcase their talent. Through this association, we are excited to support the teams with performance-focused apparel and be a part of their journey this season.” – Arjun Gupta, Founder & Chief Executive Officer, KragBuzz Sports
Titans Cricket and Garmin extend partnership for 2026/27 season
Titans Cricket and Garmin have renewed their partnership for the 2026/27 season, with the technology brand continuing to provide wearable devices to players across the men’s and women’s teams. Garmin will also introduce its newly launched Garmin Cirqa Smart Bands as part of the sponsorship.
“Our partnership with Garmin has become an important part of how our players prepare and perform, and we are pleased to continue that relationship into the 2026/2027 season. Garmin’s technology gives our players in both the men’s and women’s teams real insight into their training and recovery, and that attention to detail is something we value highly at Titans Cricket. Beyond the accessories themselves, it is a partnership built on a shared pursuit of excellence, and we look forward to seeing our players continue to benefit from Garmin’s technology as the new season gets underway.” – Pierre Joubert, Commercial Manager, Titans Cricket
“At Garmin, our products are engineered on the inside for life on the outside, so that our customers can make the most of the time they spend pursuing their passions, and there is no better example of that than elite athletes putting our technology to the test day in and day out. Our continued partnership with Titans Cricket allows us to support players across both the men’s and women’s teams as they prepare for the season ahead, and to see the precision and durability of our devices contribute to their performance. As part of this sponsorship, Garmin will also introduce the newly launched Garmin Cirqa Smart Bands, further expanding our commitment to helping athletes monitor their health, recovery, and overall wellbeing. We are proud to continue this relationship into the 2026/2027 season.” – Jennifer van Niekerk, Managing Director, Garmin Southern Africa
Titans Cricket renews Virgin Active partnership
Titans Cricket has continued its longstanding partnership with Virgin Active, providing gym memberships and access to the fitness brand’s facilities for the organisation’s men’s and women’s teams and staff. Virgin Active will also continue working with the Titans on activations at matches and events.
“Our partnership with Virgin Active has grown over the years into one we truly value. Being associated with a leading brand like Virgin Active says a lot about the standards we hold ourselves to as Titans Cricket, both on and off the field. Giving our men’s and women’s teams and staff access to their facilities has made a real difference to how our people look after themselves, and we’ve also enjoyed working with the Virgin Active team on activations at our matches and events. We look forward to continuing this partnership.” – Pierre Joubert, Commercial Manager, Titans Cricket
Titans Cricket and Mitchum renew partnership
Titans Cricket has renewed its partnership with Mitchum for the 2026/27 season, extending a relationship that began in 2024. The personal care brand supports the Titans’ men’s and women’s teams with products and maintains a presence through matchday activations at SuperSport Park.
“We are thrilled to continue our partnership with Mitchum as we head into the 2025/2026 season. Mitchum has been an outstanding partner since 2024, supporting both our men’s and women’s teams and helping us create memorable matchday experiences for our fans at SuperSport Park. Renewing this partnership in our 40th anniversary year makes it even more meaningful, and we look forward to building on what we have achieved together.” – Pierre Joubert, Commercial Manager, Titans Cricket
Omega Seiki Mobility becomes Amritsar Soormas’ Official Headgear Partner
Omega Seiki Mobility has joined Amritsar Soormas as Official Headgear Partner for the inaugural Sher-e-Punjab T20 League season. OSM branding will feature on players’ headgear throughout the tournament, alongside exposure across the franchise’s digital and fan engagement platforms.
“We are delighted to welcome Omega Seiki Mobility as the Official Headgear Partner of Amritsar Soormas for the Sher-e-Punjab T20 League. The headgear represents focus, determination and the fighting spirit of every player who steps onto the field, and having a forward-looking brand like OSM associated with us makes this partnership particularly meaningful. With Abhishek Sharma leading the team, we have an exciting combination of talent, ambition and local pride. We look forward to giving our fans a season to remember and building a strong association with OSM.” – Dr Shahbaz Singh, Owner, Amritsar Soormas
“Sports have always been very close to my heart. Beyond competition, sport teaches us discipline, resilience, teamwork and the courage to constantly push boundaries, values that are equally important in building a company and creating something for the future. I have always believed in supporting sporting talent and creating platforms that encourage young people to dream bigger. Our association with Amritsar Soormas and the Sher-e-Punjab T20 League is an extension of that belief. Punjab has an incredible sporting culture and an unmatched passion for cricket, and we are proud to support this new chapter in Punjab’s cricketing journey. At Omega Seiki Mobility, we are equally committed to supporting India’s journey towards a cleaner, more innovative and future-ready tomorrow.” – Dr Uday Narang, Founder & Chairman, Omega Seiki Mobility
JSW Sports becomes Exclusive Commercial Partner of Hong Kong Sixes
Cricket Hong Kong, China has appointed JSW Sports as Exclusive Commercial Partner of the Hong Kong Sixes, beginning with the 2026 edition from October 30 to November 1. JSW Sports will work across the tournament’s commercial and marketing operations, including sponsorship, broadcast and brand partnerships, marking its first partnership with an international sporting IP.
“Hong Kong Sixes marks a defining moment for JSW Sports, our first partnership with international Sporting IP’s. This is a natural extension of everything we’ve built in Indian sport, and we’re excited to bring that same rigour and ambition to a global stage in close collaboration with Cricket Hong Kong, China. The tournament already has a storied legacy in the six-a-side format; our focus, together with Cricket Hong Kong, China, will be on scaling it further — growing its audience, strengthening its commercial value, and helping shape it into a truly global series.” – Divyanshu Singh, Chief Executive Officer, JSW Sports
“We are delighted to have JSW Sports as our Commercial Partner for the Hong Kong Sixes. The event has always occupied a special place in the global cricket calendar, and this partnership with JSW Sports gives us the opportunity to build on that legacy with renewed ambition. JSW Sports brings deep experience across cricket and the wider sporting ecosystem, including its engagement with leading franchises and athletes, and that knowledge will be invaluable as we strengthen the tournament’s commercial platform, and take the Sixes to an even wider international audience. We look forward to working closely with JSW Sports to ensure the Hong Kong Sixes continues to grow as a world-class celebration of cricket in Hong Kong.” – Burji Shroff, Chairperson, Cricket Hong Kong, China
ZARbet joins Titans Cricket for 2026/27 season
Titans Cricket has signed a new partnership with South African online gaming platform ZARbet for the 2026/27 domestic season, with the brand receiving exposure across Titans Cricket platforms and matchday activities.
“ZARbet is local, built by South Africans, for South Africans – and the Titans are as authentically South African as it gets.”
“We back local, investing in our people and working the brands we know and love to give fans moments worth remembering. That shared instinct is exactly why this partnership makes sense.”
“We place a significant value on community, trust and transparency.”
“In Titans Cricket we have a partner that not only shares our values but, also, our ambition to win but win the right way.” – William Reyneke, Chief Executive Officer, ZARbet
“We are excited to welcome ZARbet as a new partner of Titans Cricket ahead of the 2026/2027 season. As a team with 22 trophies to our name and playing out of SuperSport Park in a year that marks 40 years for this incredible venue, we understand what it means to deliver quality and consistency, and that is exactly what ZARbet stands for too. Partnerships like this one allow us to keep investing in our players, our stadium and our fans as we build on our history of success. We look forward to building a strong relationship with the ZARbet team in the season ahead.” – Dr Jacques Faul, Chief Executive Officer, Titans Cricket
Foton SA becomes Official ‘Bakkie’ Partner of Titans Cricket and SuperSport Park
Foton SA has been appointed Official ‘Bakkie’ Partner of Titans Cricket and SuperSport Park from the start of the 2026/27 season. Under the agreement, Foton SA will supply a branded Foton Single Cab 4×2 for Titans Cricket’s operational use at SuperSport Park and across its domestic cricket structure.
“We are delighted to welcome Foton SA to the Titans Cricket family as our Official ‘Bakkie’ Partner. This partnership comes at a special time for us, as SuperSport Park marks 40 years of excellence in 2026. Foton’s reputation for durability and performance mirrors the standards we hold ourselves to as the most successful union in South African domestic cricket, and we look forward to building a long and successful relationship as we head into the 2026/2027 season.” – Dr Jacques Faul, Chief Executive Officer, Titans Cricket
“Foton is proud to partner with an institution of Titans Cricket’s standing and to become part of the story of SuperSport Park as it celebrates 40 years of excellence. This partnership is a natural fit for our brand, allowing us to showcase the durability and performance of our vehicles in a high-performance sporting environment. We look forward to supporting Titans Cricket both on and off the field in the seasons ahead.” – Claudia Sarvanna, Marketing Manager, Foton SA
