From a nostalgic blast of cricketing greats lighting up English grounds to AI-powered fast bowling labs and grassroots revolutions, this week’s Global Cricket Sponsorship Roundup captures a sport stretching its commercial muscles in every direction. Lenovo brought Jasprit Bumrah into a high-tech marketing lab, while EaseMyTrip and Sony MAX bet big on the booming nostalgia-driven World Championship of Legends. Meanwhile, Metro Bank and the ECB tackled the visibility gap in women’s cricket, and Coca-Cola made hydration history in the Caribbean. Whether it was community-driven cricket in West Sussex or global takeovers like Sun TV’s acquisition of the Northern Superchargers, cricket’s commercial evolution continues to be as multidimensional as the game itself.
🇬🇧 ENGLAND | Local Impact and Global Ambition: From Fulking to Leeds, Cricket’s Sponsorship Story Broadens
It was a week of contrasting but equally powerful sponsorship moves in English cricket — one rooted in community spirit and charity, and the other a bold, strategic expansion into global sports ownership. Middlesex Cricket deepened its long-standing relationship with Ark Build in a bid to preserve a village institution, while Indian broadcasting giant Sun TV Network made headlines with its acquisition of the Northern Superchargers, marking a transformative moment in The Hundred’s commercial narrative.
Middlesex Cricket and Ark Build Rally for Fulking Village Hall
In a heartwarming show of community partnership, Middlesex Cricket and Ark Build PLC, the club’s longest-serving sponsor, have announced a charity T20 match to raise funds to save Fulking Village Hall in West Sussex. The historic building is at risk of being sold, and the local community is racing to buy it and preserve it as a communal asset.
The match, set for Sunday, August 3, 2025, at Preston Nomads Cricket Club, will feature players from the Middlesex Men’s, Women’s, and Disability squads, with the legendary Angus Fraser and Middlesex CEO Andrew Cornish umpiring the game.
“We were more than happy to offer our support and are delighted to be playing a big part in this important fundraising event,” said Andrew Cornish, CEO of Middlesex Cricket. “Ark Build have been an incredible supporter of Middlesex Cricket for well over a decade… helping out with the cricket match was an easy decision.”
The event includes a live auction of premium experiences such as a Lord’s tour hosted by Fraser, lunch in the Pavilion Committee Room, and tickets to a 2026 England Test Match — blending top-tier cricket access with local fundraising.
Sun TV Network Acquires The Hundred’s Northern Superchargers for £100.5M
In a blockbuster move, Sun TV Network, owner of Sunrisers Hyderabad (IPL) and Sunrisers Eastern Cape (SA20), has acquired 100% of the Northern Superchargers franchise for £100.5 million — becoming the first Indian media company to fully own a team in The Hundred, England’s 100-ball franchise tournament.
The Superchargers, based in Leeds, represent the North East and Yorkshire regions. This acquisition, expected to close by December 31, 2025, strengthens Sun TV’s multi-continent footprint in cricket, aligning with its goal to “capitalise on the growing demand for premium live sports content across diverse international markets.”
With an exciting 2025 squad including Harry Brook, David Miller, Adil Rashid, Annabel Sutherland, and Phoebe Litchfield, the Superchargers have become a compelling commercial and sporting asset. The franchise has also shown strong financial performance, with nearly £2 million in annual turnover the last two years.
This acquisition marks a significant endorsement of The Hundred’s commercial viability and global appeal, placing Sun TV among the most globally invested cricket owners — a telling signal of where the sport’s media economy is heading.
🌍 OTHER FRANCHISE LEAGUES | Legends, Leagues, and Expansion: Niche Tournaments Land Major Brand Backing
This week’s franchise cricket scene was abuzz with offbeat tournaments, global expansion, and a show of faith from established and emerging sponsors alike. From cricketing legends lighting up English stadiums to T10 fireworks in the Caribbean, the commercial traction outside the Big Three leagues (IPL, SA20, BBL) is unmistakably growing. With new-age travel platforms, media networks, and regional sports brands aligning with tournaments like the World Championship of Legends and the Max60 Caribbean League, the appetite for short-format spectacle continues to gain ground globally.
EaseMyTrip Returns as Presenting Partner for WCL 2025
The World Championship of Legends (WCL), a fast-growing veterans’ T20 tournament featuring icons like Chris Gayle, AB de Villiers, Yuvraj Singh, and Shahid Afridi, has secured EaseMyTrip as Presenting Partner for its second season, running July 18–August 2, 2025 across cities in England.
EaseMyTrip’s Chairman Nishant Pitti said,
“The World Championship of Legends is more than a cricket league; it’s a cultural celebration… We are proud to return as Presenting Partner and play a pivotal role in taking this celebration global.”
The deal includes fan travel packages for major fixtures, including the final at Edgbaston. Matches will stream on FanCode, and Sony MAX UK has secured exclusive UK broadcasting rights.
WCL co-owner Ajay Devgn added,
“Their [EaseMyTrip’s] strong consumer connect, digital reach, and unwavering support for Indian sports make them the ideal partner for a league that celebrates cricketing legacy.”
WCL CEO Harshit Tomar highlighted EaseMyTrip’s role in scaling the league:
“With the ECB’s sanction and the support of brands like EMT, WCL 2025 is set to break new records.”
Sony MAX UK to Air WCL 2025 in Exclusive Broadcast Deal
Sony Pictures Networks has announced that Sony MAX UK will be the exclusive broadcaster of the World Championship of Legends 2025 across the United Kingdom, reinforcing its content slate for the South Asian diaspora.
Shalin Patel, SVP & Europe Business Head at Sony, said:
“Cricket is more than a sport, it’s a shared culture for millions across the South Asian community. We are thrilled to bring this legendary tournament to homes across the UK.”
The deal ensures that fans across Sky, EE TV, and Virgin platforms will have front-row access to legends like Eoin Morgan, Brett Lee, and Phoebe Litchfield.
Vegas Vikings Land Dual Sponsorship from Babu88Sports and LB88Sports for Max60 Caribbean League
The Vegas Vikings, a headline franchise in the Max60 Caribbean League Season 2 (July 16–23, 2025), have secured dual sponsorship from two of Bangladesh’s leading cricket platforms — Babu88Sports.com and LB88Sports.com.
Benjamin Harris from Babu88Sports stated:
“The Vikings’ squad represents the perfect blend of international experience and explosive talent… This partnership reflects our mission to spotlight world-class cricket.”
Megan Whitmore from LB88Sports echoed the sentiment:
“This partnership reflects our ongoing mission to bring fans closer to the action—across Bangladesh and the Caribbean region.”
The dual-brand sponsorship underscores Bangladesh’s growing media investment in global T10 and short-format cricket, positioning both platforms as key storytellers for niche leagues with cross-continental viewership potential.
🏏 NATIONAL BOARDS | From Image Gaps to Infrastructure: Global Boards Lean into Legacy, Visibility, and Commercial Clout
This week, national cricket boards made major strides in redefining how the game is seen, sold, and supported—from grassroots to global stage. With campaigns targeting gender representation in England, beverage giants backing Caribbean hydration, and strategic partnerships spanning Australia to Africa, the direction is clear: cricket isn’t just being played—it’s being positioned, rebranded, and reshaped for broader audiences and long-term impact.
ECB and Metro Bank Tackle the Visibility Gap in Women’s Cricket with “Seeing is Believing” Campaign
In a pioneering move to boost participation in women’s and girls’ cricket, Metro Bank and the ECB have launched the “Seeing is Believing” campaign—an initiative focused on closing the “visual representation gap” in the sport through a curated Getty Images photo catalogue.
Metro Bank’s Danielle Lee summed up the mission:
“Representation matters… With the support of the ECB, we’ve worked with Getty Images to increase the variety and number of images… to inspire more women and girls to get involved in cricket.”
The campaign follows research revealing that 68% of women and girls would be more likely to try a sport if they saw themselves visually represented, yet 20% hadn’t seen any images of women’s cricket in the past year.
England bowler Lauren Bell, who participated in the campaign photoshoot, noted:
“The more that women and girls can see others like them thriving in cricket, the more we are going to encourage the next generation to give it a go.”
The ECB and Metro Bank’s image library will be freely available to grassroots clubs and globally licensable via Getty’s #ShowUs collection, aiming to boost media exposure and recruitment for girls’ cricket nationwide.
Coca-Cola Signs Two-Year Deal with Cricket West Indies as Official Hydration Partner
Cricket West Indies (CWI) has announced a landmark two-year partnership with Coca-Cola, designating Coca-Cola as Official Soft Drinks Partner, and POWERADE and Dasani Water as Official Hydration Partners.
The deal covers everything from elite national squads to youth and grassroots cricket, beginning just ahead of the West Indies’ Test series against Australia.
Chris Dehring, CWI CEO, emphasized the strategic value:
“Hydration plays a critical role in athlete performance… This partnership ensures that the hydration needs of every player across the region are met.”
The deal also encompasses fan engagement and venue activations, leveraging Coca-Cola’s global marketing muscle to deepen regional fan connections.
Vineet Singhal, VP at Coca-Cola, added:
“Through POWERADE and Dasani, we are bringing science-backed hydration solutions to players in the Caribbean, helping them stay at peak performance.”
Bangladesh Cricket Board and Modhumoti Bank Partner for Digital Ticketing Push
The Bangladesh Cricket Board (BCB) and Modhumoti Bank PLC (MMBL) have teamed up to streamline ticketing for the Bangladesh vs. Pakistan T20I Series 2025.
In a press conference at Mirpur’s Sher-E-Bangla Stadium, MMBL announced its role as official ticket-selling sponsor, with tickets now available at www.gobcbticket.com.bd.
MMBL CEO Md Shafiul Azam and BCB Director Mahbubul Anam led the announcement, signaling a growing synergy between fintech and cricket administration to enhance access and fan experience.
Queensland Cricket Extends Bulls Masters Partnership Through 2028
Queensland Cricket (QC) has renewed its impactful partnership with the Bulls Masters through 2028, reaffirming a shared commitment to cricket development in regional Australia.
The partnership activates coaching, fundraising, elite cricket promotion, and a connection between past legends and current stars, all centered on sustaining grassroots cricket.
QC CEO Terry Svenson called it “a major win for cricket,” while Jimmy Maher, Managing Director of Bulls Masters, added:
“We’re delighted to be associated with the elite Queensland teams… and to take legends of our game to the bush to inspire kids and raise funds for charitable causes and local communities.”
Since 2014, Bulls Masters has invested over $3.3 million into regional cricket and youth development.
Tile Africa Partners with Cricket Namibia as Official Stadium and Tile Sponsor
Cricket Namibia has welcomed Tile Africa as the Official Stadium and Tile Partner for the FNB Namibia Cricket Ground, ahead of major events like the Proteas tour in October, the ICC U19 World Cup in 2026, and the Men’s World Cup 2027.
Tile Africa will support infrastructure upgrades to align the stadium with global standards.
Cricket Namibia CEO Johan Muller said:
“With their support, we are not just building a stadium; we are shaping the future of sports in Namibia.”
This partnership, according to Tile Africa Store Manager Mr. Leukes, reflects the company’s broader values:
“We are privileged to be a part of the building blocks of a great future for the sport of cricket in our country.”
The collaboration underscores Cricket Namibia’s long-term strategy to position the nation as a serious player in global cricket hosting and talent development.
🌟 ENDORSEMENTS | Jasprit Goes AI, Raina Goes Grassroots: Cricketers Expand Influence Beyond the Pitch
This week in athlete endorsements, two of Indian cricket’s most respected figures took very different, yet equally impactful, commercial steps. Jasprit Bumrah, India’s bowling spearhead, has aligned with Lenovo in a sleek tech-powered AI campaign, while Suresh Raina, ever the champion of grassroots talent, signed on as the face of a bold new domestic league. From global tech to regional formats, the common thread is clear: modern cricket stars are broadening their legacy through endorsements that reflect both their personal values and the evolving narrative of the sport.
Lenovo Signs Jasprit Bumrah and Mythpat for Futuristic ‘Damn the Odds’ Campaign
Lenovo India has launched its latest brand campaign, “Damn the Odds,” featuring Jasprit Bumrah and gaming influencer Mythpat, marking a powerful move into India’s tech-hungry Gen Z market.
The campaign centers around how today’s youth thrives under pressure with the right tools — portraying Bumrah training in a futuristic AI lab using Lenovo AI Now to analyze wrist angles, ball trajectory, and simulate deliveries with real-time feedback.
Jasprit Bumrah, represented by RISE Worldwide, said:
“Whether it’s cricket or life, preparation is everything… What stood out to me about Lenovo’s AI-powered approach is how personal it feels—it’s built around how I train, think and perform.”
Chandrika Jain, Director of Marketing at Lenovo India, added:
“This campaign brings alive the spirit of ‘Damn the Odds’ by celebrating individuals who hustle hard and use smart tools to go further, faster.”
With this high-tech narrative, Lenovo positions itself at the intersection of AI performance, sports analytics, and gaming culture, reinforcing its global sports strategy alongside other major tie-ups like FIFA, F1, and MotoGP.
Suresh Raina Named Ambassador for Indian Softball Cricket League
Cricket stalwart Suresh Raina has signed on as the official ambassador for the inaugural Indian Softball Cricket League (ISCL) — a grassroots, franchise-style tournament set to debut December 1–21, 2025, across 32 teams from various Indian states and union territories.
With a focus on regional representation, youth participation, and community celebration, the ISCL seeks to redefine how amateur cricket is showcased and supported.
Speaking about his role, Raina is described as an ideal figurehead, with a long-standing dedication to mentoring emerging talent. His involvement is expected to dramatically increase the visibility and credibility of the league.
The league, founded by Dr. Gangadhar Raju, will also feature a grand opening ceremony, cultural programs, and inclusive engagement with local communities — amplifying the potential of softball cricket as both a platform and a passion.
Raina’s ambassadorial role signals a meaningful pivot from elite competition to grassroots upliftment, aligning perfectly with the league’s mission to unearth the next generation of Indian cricket stars.
