This week in global cricket sponsorships, innovation, purpose, and performance took center stage. In the IPL, Kolkata Knight Riders secured a headline title partnership with VIDA, marking a bold play by the electric mobility sector. In South Africa, the Pretoria Capitals lit up SA20 Season 4 with a Caribbean-infused squad led by Andre Russell, blending global flair with local passion. Meanwhile, Jasprit Bumrah headlined a fast-paced new campaign with Streax Professional, exemplifying the continued power of athlete endorsements. From UNICEF teaming up with the Sydney Sixers to AB InBev joining the ICC’s global partner roster, cricket’s commercial landscape is evolving — and expanding — across every format and frontier.
IPL 2026: Charging Ahead – Electric Mobility Sparks New Era of Title Sponsorship
With IPL 2026 drawing near, the league’s commercial ecosystem continues to evolve—this time with a jolt of electric innovation. The Kolkata Knight Riders have announced a landmark title partnership with VIDA, the electric mobility brand from Hero MotoCorp. The deal marks a major move for clean-tech and EV brands, who are increasingly stepping into premium sponsorship roles once dominated by traditional consumer goods or financial services. For VIDA, the partnership isn’t just about visibility—it’s a strategic leap into the heart of India’s sporting and cultural mainstream.
⚡ VIDA rides in as Title Partner of Kolkata Knight Riders for IPL 2026
VIDA, Hero MotoCorp’s electric two-wheeler brand, has been confirmed as the Title Partner of Kolkata Knight Riders for IPL 2026, securing one of the most high-impact commercial placements in the league.
The title partnership brings VIDA into the top tier of KKR’s sponsorship portfolio, offering comprehensive branding across on-field assets, team visuals, broadcast exposure, and digital and in-stadium activations. But the relationship goes deeper than logos—it positions VIDA at the core of KKR’s fan engagement, matchday experience, and digital content strategy, with an emphasis on sustainability, urban mobility, and youth engagement.
For VIDA, the move is a strategic expansion of its growing sports marketing footprint. Previously aligned with the TCS World 10K Bengaluru, the Tata Mumbai Marathon, and even a prior IPL collaboration with Lucknow Super Giants, the brand is now aiming for long-term resonance.
As the company scales its visibility in India’s competitive electric two-wheeler market, this IPL deal is designed to signal aspiration, speed, and mainstream usability—qualities KKR’s brand readily projects.
The Knight Riders, backed by Knight Riders Group and a three-time IPL champion, offer one of the league’s strongest commercial platforms, with robust broadcast ratings, national fan loyalty, and high digital engagement. This makes them an ideal partner for brands seeking year-round positioning, rather than short-term seasonal boosts.
The deal reflects a broader IPL trend: the rise of clean-tech and EV companies treating franchises as full-spectrum marketing ecosystems, not just media buys.
On the cricketing front, KKR approaches the new season with strategic clarity—armed with the largest remaining auction purse (₹64.30 crore) and a strong retained core including Ajinkya Rahane, Rinku Singh, and Sunil Narine. As they prepare for the December 16 mini-auction, their commercial setup is now as aggressive and future-ready as their squad-building strategy.
The VIDA-KKR partnership underscores not just the growing appeal of cricket to new-economy brands, but the IPL’s status as a platform where mobility, performance, and innovation intersect on and off the field.
BBL|15: Community, Cause & Connection – Big Bash Clubs Expand Social Impact and Summer Fun
This week in the Big Bash League, teams across Australia unveiled partnerships that go beyond traditional commercial alignments. From digital transformation to social impact and family entertainment, BBL|15 is shaping up as a season where purpose meets play. Sydney Thunder and Sydney Sixers deepened their community roots with new cause-driven initiatives, while the Melbourne Stars and Adelaide Strikers reinforced their brand identities through renewed local alliances. Each deal brings fresh energy to the league and underscores how the BBL continues to be a platform for both fun and meaningful impact.
💻 MetaWeb joins Sydney Thunder as Official Digital Marketing Partner
Sydney Thunder have announced MetaWeb as their Official Digital Marketing Partner, in a collaboration focused on driving fan engagement and digital transformation across Western Sydney.
MetaWeb will support Sydney Thunder’s community initiatives, digital campaigns, and overall brand activation strategy, combining its expertise in online marketing with the club’s extensive community reach.
“This partnership is about shared ambition,” said Hiral Shah, CEO of MetaWeb. “By combining Sydney Thunder’s incredible community reach with MetaWeb’s digital expertise, we’ll create campaigns that excite fans, strengthen local connections, and demonstrate how thoughtful digital strategy drives measurable growth. We’re proud to back a club that gives so much back to its communities.”
Jack Shah, Director at MetaWeb, added: “We see huge potential in this partnership. This collaboration will accelerate growth for both organisations. Our team is excited to deliver innovative digital experiences that amplify Thunder’s purpose while showing prospective clients exactly how MetaWeb helps brands stand out.”
The deal positions MetaWeb as a key enabler of Thunder’s growing digital presence, reinforcing the club’s reputation as one of the most community-driven and digitally engaged franchises in the league.
🎡 Gumbuya World returns as Melbourne Stars’ Hydration Partner
Gumbuya World Theme Park has re-signed with the Melbourne Stars as the official hydration partner for both the men’s and women’s teams in BBL|15 and WBBL|11.
Located in the Stars’ south-east Melbourne heartland, Gumbuya World adds to the summer holiday excitement by offering exclusive fan discounts, dugout signage, and branded hydration vests for players throughout the season.
“I know a number of our players and their families had an outstanding experience visiting the Theme Park last summer, enjoying the rides, the Oasis Springs, and wildlife,” said Melbourne Stars General Manager, Max Abbott. “On behalf of the Stars, I’d like to thank the team at Gumbuya World for their support of our WBBL and BBL teams, and I know our players can’t wait to return with their families this summer.”
Kirsty Balthazaar-Proctor, Head of Marketing at Gumbuya World, added: “After an incredible first year, we’re excited to build on our partnership with the Melbourne Stars and dial up the summer fun even more. We can’t wait to welcome Stars families back to beat the heat, make a splash and have their coolest summer yet.”
The partnership continues to reinforce the Stars as a family-friendly franchise and aligns perfectly with the festive, outdoor spirit of the Big Bash season.
🩺 Adelaide Strikers welcome Jones Radiology as Health Partner
The Adelaide Strikers have partnered with Jones Radiology, a doctor-owned South Australian radiology provider, to support their high-performance program and deepen community engagement.
Jones Radiology will provide diagnostic and medical expertise to the team, while also integrating into the club’s content with injury updates and game galleries for fans.
“Jones Radiology’s dedication to clinical excellence and community care makes them an ideal partner for SACA and the Strikers,” said SACA GM Commercial, Sam Elliott. “Their support will not only help us optimise player performance and recovery but also deepen our connection with the South Australian community.”
Sarah Woon, CEO, Jones Radiology, said: “We are delighted to be the preferred radiology partner of the SACA and Adelaide Strikers. This partnership represents two proud South Australian organisations sharing a passion for teamwork, excellence and giving back to our communities. We look forward to supporting the athletes and engaging with cricket fans and members throughout the season.”
The partnership highlights the growing role of health and wellbeing in elite cricket programs and adds a trusted local brand to the Strikers’ commercial mix.
🧒 Sydney Sixers team up with UNICEF Australia for a three-year social impact partnership
The Sydney Sixers have launched a three-year partnership with UNICEF Australia, uniting sport and social good to support children’s rights and wellbeing globally.
The collaboration officially kicked off at the Sixers’ first home match of the season, with game-day activations, including a fan challenge to “Donate $6 to dunk the Grinch”, raising funds to support UNICEF’s initiatives.
“I am thrilled to welcome UNICEF Australia into the Sixers family,” said Sydney Sixers GM Rachael Haynes. “Cricket has the power to bring people together, and with this partnership we want to ensure that power translates into positive change for children everywhere.”
“Play is essential to every child’s wellbeing and sense of belonging, and cricket at the SCG is the perfect stage to celebrate its importance. Together with UNICEF, we can shine a spotlight on children who are missing out on the chance to feel safe, learn and simply enjoy being kids.”
Tony Stuart, CEO, UNICEF Australia, said: “UNICEF Australia is proud to join forces with the Sydney Sixers in a three‑year partnership that harnesses the power of sport for good, so every child, wherever they live, has the opportunity to be healthy, learn and play. We’re inviting Sixers fans to show what team spirit really means: by pitching in for children around the world.”
This purpose-driven initiative transforms Sixers matchdays into moments of global impact and aligns the club with a universally respected cause.
🍽️ Sydney Thunder and Plate It Forward partner to turn runs into meals
In another meaningful initiative, the Sydney Thunder have partnered with Plate It Forward, a Sydney-based social enterprise that turns sporting performance into real-time social impact.
This season, every run scored at ENGIE Stadium will result in a meal donated to people in need across Western Sydney, through Plate It Forward’s “The Social Meal” program.
“At Sydney Thunder, we’re committed to making a real difference in our community, and we’re proud to support the incredible work Plate It Forward are doing. This partnership is going to be very impactful,” said Thunder General Manager Trent Copeland.
Player Tanveer Sangha added: “It’s awesome to be part of this initiative. It’s a massive opportunity for us as players to help our community and gives us an extra incentive to score with a meal being donated with each run.”
Shaun Christie-David, Founder and CEO, Plate It Forward, said: “Plate It Forward is a movement created to bring equal opportunity to everyone around the table… When we thought about a partner who lives and breathes the same values and passion for community as we do – and who our staff love – Sydney Thunder was the perfect fit.”
With a direct tie between performance and purpose, the Thunder continue to prove that cricket can be more than just entertainment — it can be a force for good.
Franchise Leagues: Power, Personality, and Purpose – From WPL to SA20, New Energy Fuels Franchise Growth
This week across non-IPL franchise leagues, two stories stood out: a bold brand partnership in the Women’s Premier League (WPL) and a blockbuster Caribbean-led squad build in SA20. While UP Warriorz expanded their commercial strength with a front-of-shirt sponsor in the fast-growing personal care category, the Pretoria Capitals dialed up the flair with a West Indies infusion for Season 4. Together, these moves show how women’s cricket is evolving as a brand-building platform, and how T20 teams globally are using recruitment and regional connection to build excitement and expand reach.
💖 Joy Personal Care joins UP Warriorz as Associate Sponsor for WPL 2026
The UP Warriorz have added Joy Personal Care as an associate sponsor for the upcoming WPL 2026 season, in a partnership that sees the brand’s logo take a front-of-shirt position on the team kit.
Beyond prominent kit placement, the deal spans digital integration, player-led content, social amplification, and stadium branding. It’s part of Joy Personal Care’s strategic focus on India’s young, urban, female demographic, making the WPL a natural fit.
“We are pleased to partner with Joy Personal Care for the upcoming season,” said Kshemal Waingankar, COO, UP Warriorz. “Their focus on quality, inclusivity and supporting individuals to be their best aligns strongly with our own values. We are grateful for their support and look forward to seeing this collaboration grow. We believe the strengths on both sides will reflect powerfully as we move forward.”
Sunil Agarwal, Co-founder & Chairman, Joy Personal Care (RSH Global), added: “We are excited to partner with the UP Warriorz. At Joy Personal Care, we are committed to supporting women who continue to break boundaries, and this association allows us to champion that commitment on a larger platform. This partnership also strengthens our strategic focus in the northern region, which continues to be one of the largest contributors to our overall business. We are sure that this association will deepen our consumer connect, reinforce our brand mission, and further energise our long-standing support for women’s sport in India.”
Poulomi Roy, Chief Marketing Officer, Joy Personal Care, said: “Women’s cricket has grown remarkably, and the recent World Cup win reminded us that sporting excellence has no gender. Partnering with the UP Warriorz at a time when women’s sport is reshaping cultural narratives feels both timely and powerful. The Women’s Premier League has created a space where talent and individuality rise above stereotypes. At Joy Personal Care, we are rooted in confidence and inclusivity, and we are committed to supporting this evolution. This partnership echoes our commitment to a future where every woman has the freedom to define her own path – in sport, in beauty, and in life.”
The partnership continues Joy’s association with top-tier cricket franchises, having previously partnered with Gujarat Giants, Kolkata Knight Riders, and Delhi Capitals. For UP Warriorz, it builds on a roster of deals with consumer-facing brands ahead of what’s expected to be a milestone WPL season.
The team opens their WPL 2026 campaign against Gujarat Giants Women on January 10 at Dr DY Patil Sports Academy, with a refreshed squad featuring the return of Deepti Sharma, and new additions including Meg Lanning, Phoebe Litchfield, and Sophie Ecclestone.
🌴 Caribbean flair arrives in Centurion as Pretoria Capitals load up for SA20 Season 4
The Pretoria Capitals are going all-in on Calypso Cricket for Betway SA20 Season 4, unveiling a quartet of West Indian superstars — Andre Russell, Sherfane Rutherford, Roston Chase, and Shai Hope — to headline their international roster.
The move taps into the Windies’ long-standing legacy in global T20 cricket, blending explosive athleticism with showmanship and experience.
“The overseas contingent in Sherfane Rutherford, Roston Chase, Andre Russell, who has got a phenomenal record in T20 cricket, and brings his leadership. And also Shai Hope. He has been in phenomenal form in all formats of the game. A true leader in West Indian cricket, and in League cricket around the world, so looking forward to that,” said new Capitals captain Keshav Maharaj.
The Capitals, runners-up in the inaugural SA20 season, have also added Dewald Brevis, Lungi Ngidi, and Lizaad Williams, and will be led by legends Sourav Ganguly and Shaun Pollock off the field.
Local celebrity and Capitals’ 20th player, Leandie du Randt, is also helping build the hype:
“I am looking forward to my Pretoria mense (people) bringing the gees! Let’s be honest, nobody puts the ‘pret’ (fun) in Pretoria like people from Centurion. We are ready. So, if you’re a fan, and also live there, please come and enjoy the gees with me. It’s December, you can bring your family, your friends. Let’s just have fun like only Pretoria people can.”
With Centurion set to host the tournament opener on December 27 against rivals Joburg Super Kings, the Capitals are positioned as both a cricketing and cultural force this SA20 season — blending performance, personality, and crowd-first energy.
National Boards: Cheers to the Game – ICC and AB InBev Toast to a Global, Multi-Year Partnership
In a move that underscores the growing commercial gravity of cricket’s global calendar, the International Cricket Council (ICC) has announced a blockbuster tie-up with AB InBev, the world’s largest brewer. The deal designates AB InBev as the Official Beer Partner of all major ICC tournaments from 2026 through 2027, covering both men’s and women’s events. With Budweiser 0.0 leading the charge in India, and other AB InBev brands activating across Europe and Africa, the partnership aims to deliver a worldwide fusion of sport, celebration, and social experience.
🍻 ICC partners with AB InBev for global multi-event beer sponsorship (2026–2027)
In a landmark global agreement, the ICC has signed AB InBev as its Official Beer Partner, covering a string of elite international tournaments starting in 2026 and running through 2027.
The portfolio includes:
- ICC Men’s T20 World Cup 2026 (India and Sri Lanka)
- ICC Women’s T20 World Cup 2026 (United Kingdom)
- Inaugural ICC Women’s Champions Trophy 2027 (Sri Lanka)
- ICC World Test Championship Final 2027
- ICC Men’s Cricket World Cup 2027 (South Africa, Zimbabwe, Namibia)
The partnership will feature Budweiser 0.0 as the lead brand in India, with other AB InBev powerhouses activating in Europe and Africa. The deal emphasizes both celebration and choice, catering to cricket fans of legal drinking age across different cultural and consumption contexts.
“Cricket is one of the world’s most loved sports with more than two billion fans and ICC events are its largest platforms for passion, while AB InBev has been at the forefront of creating experiential activations to grow and deepen fandom,” said Sanjog Gupta, ICC CEO.
“This partnership is a natural alliance between organizations striving to elevate moments, create memories and deliver experiences via innovation in avenues for fan engagement.
We welcome AB InBev to the ICC’s august list of commercial partners and look forward to co-delivering multi-modal event experiences across our tournaments and amplifying excitement for the sport around the world.”
Marcel Marcondes, Global Chief Marketing Officer, AB InBev, added:
“Cricket is one of the world’s most popular and fastest-growing sports, and we are excited to connect with fans on this mega platform.
Beer is the beverage for socialization and moderation, and our partnership with the ICC provides another occasion for our brands to create unforgettable experiences for consumers everywhere.”
This tie-up represents AB InBev’s most significant foray into cricket to date, and signals the ICC’s continued success in attracting cross-industry, global brands seeking long-term relevance across geographies and genders. With cricket’s reach expanding and major events now spread across continents, the ICC’s commercial portfolio continues to mirror the sport’s truly global ambition.
Endorsements: Purpose, Precision, and Performance – Athletes Deepen Brand Ties On and Off the Field
This week in athlete-driven partnerships, two standout stories illustrate the evolving nature of brand-ambassador relationships in Indian cricket. Shikhar Dhawan, through his Da One Group, is redefining sports entrepreneurship by integrating grassroots development with long-term education initiatives. Meanwhile, Jasprit Bumrah brings his signature speed and consistency to the men’s grooming market as the new face of Streax Professional. From high-performance academies to fast-acting hair colour, these campaigns reflect how brands are tapping into athletes not just for celebrity cachet, but for authentic alignment with values and consumer trends.
🏏 Shikhar Dhawan’s Da One Group builds grassroots-to-elite pathways with a dual focus on sport and education
Led by cricketer Shikhar Dhawan, the Da One Group is building a unique, integrated ecosystem that connects structured sports training with digital education and social empowerment. Through its two verticals — Da One Sports and the Shikhar Dhawan Foundation — the group is working to shape long-term talent pipelines while addressing educational gaps in underserved communities.
“At its heart, Da One started with a simple but powerful idea, that sport and education go hand-in-hand,” said Anshita Gupta, Group CEO, Da One. “We believe that sport can be a driver of opportunity, aspiration, and social mobility in India… Today, through Da One Sports and the Shikhar Dhawan Foundation, our focus is firmly on purpose-led platforms that nurture talent, deepen grassroots participation, and contribute to building a stronger sporting culture in the country.”
On how the two verticals complement each other, she added:
“Each vertical operates independently but is aligned by a shared purpose… Together, they create a holistic pipeline where young individuals are supported both on and off the field. This enables early talent identification, responsible nurturing, and long-term development. It is a model where purpose and professionalism grow together.”
As Da One expands, the group is focusing on tech-enabled formats, digital IP, and asset-light infrastructure models, aiming to scale nationally. Gupta outlined the broader opportunity:
“The global sports ecosystem is undergoing a fundamental shift… Beyond marquee properties, the broader ecosystem is expanding as well… At Da One, we are building from the bottom of the pyramid upwards.”
She noted that ROI in grassroots sport isn’t just about numbers:
“If a child comes back season after season, grows in confidence, and remains within the system, that is real return on investment for us.”
And on the power of Shikhar Dhawan’s brand:
“Shikhar brings a huge amount of trust and relatability… His brand equity is used thoughtfully, for moments that shape perception and credibility, while day-to-day operations are driven by a dedicated leadership team.”
With India’s sporting ecosystem diversifying — through IPL, WPL, Khelo India and beyond — Da One is positioning itself as a future-facing platform that blends purpose, professionalism, and scale.
💇♂️ Jasprit Bumrah leads Streax Professional’s “Main Fast, Streax Super-Fast” grooming campaign
Indian pace spearhead Jasprit Bumrah has been unveiled as the face of Streax Professional’s latest campaign, as the men’s grooming brand targets speed, style, and convenience in its messaging to urban Indian consumers.
The nationwide campaign — titled “Main Fast, Streax Super-Fast” — highlights Streax Shampoo Hair Colour, a quick-application product that promises salon-like results in minutes. Bumrah headlines the brand’s multi-platform rollout, appearing across TV, digital, retail, and social touchpoints.
Priyancka Puri, Senior Vice President Marketing, Hygienic Research Institute, said: “We’re delighted to welcome Jasprit Bumrah to the Streax family. Streax has always stood for beauty, confidence, and a touch of everyday glamour — and our Streax Shampoo Hair Colour brings that promise to life in the fastest way possible.
Today’s consumers want to look their best instantly, and our super-fast formula delivers gorgeous colour in just minutes, without compromising on shine or quality. Bumrah’s precision, performance, and high-impact presence make him the perfect fit for a brand that believes looking good should be quick, easy, and undeniably glamorous. ‘Main Fast. Streax Super-Fast.’ captures exactly what we’re bringing to the category — gorgeous colour, delivered at the speed India wants.”
Jasprit Bumrah added: “Consistency defines everything I do — whether it’s my game or the way I present myself. Partnering with Streax felt natural because their Shampoo Hair Colour stands for exactly what I value: speed, confidence, and results you can trust. Main fast, Streax super-fast is definitely a vibe and sentiment that I connect with.”
Streax Professional, part of Hygienic Research Institute, is betting on Bumrah’s reliability, visibility, and all-format presence to anchor its push into the competitive male grooming market, especially as demand rises for functional, fast, at-home solutions.
The campaign is now live across India and will run throughout the current cricket season and festive cycle, ensuring maximum impact during high viewership windows.
