This week’s Global Sponsorship Roundup highlights major commercial developments across cricket, from Lord’s appointing Gullivers Sports Travel as its first Short Breaks Partner to UAE Bulls unveiling six sponsors for their Abu Dhabi T10 title defence. Sony LIV attracts more than 50 advertisers for India’s tour of New Zealand, while EMW Global signs Rinku Singh, the San Francisco Unicorns strengthen their girls’ cricket development partnership, and new agreements across England, the DP World ILT20, India and Australia expand opportunities in travel, technology and grassroots development.
England: Leicestershire and Lord’s secure new travel partnerships
English cricket has announced two new travel-sector partnerships, with Leicestershire County Cricket Club welcoming Millington Travel as an Official Partner and Lord’s appointing Gullivers Sports Travel to offer ticket and accommodation packages for major fixtures.
Leicestershire CCC names Millington Travel Official Partner
Leicestershire County Cricket Club has partnered with Midlands-based Millington Travel, giving the company visibility at Grace Road, on the club’s website and across its digital channels. The agreement also includes access to the club’s event spaces and opportunities to offer travel-related benefits to supporters.
“I’m really excited to welcome Millington Travel to the Leicestershire family. Holidays and overseas travel is something so many of our supporters love, and this partnership gives us the chance to bring them some great opportunities and benefits throughout the year. I can’t wait to share more with everyone.” – Hugh Cochrane, Commercial Partnerships Manager, Leicestershire CCC
“We’re thrilled to be partnering with Leicestershire County Cricket Club. It’s a club with a passionate and loyal supporter base, and we’re looking forward to being part of the Grace Road community and offering something special to Foxes fans.” – Guy Fletcher, Commercial Manager, Millington Travel
Lord’s appoints Gullivers Sports Travel as first Short Breaks Partner
Lord’s has named Gullivers Sports Travel its first Official Short Breaks Partner, allowing the operator to combine match tickets with accommodation packages for the first time at the venue. Initial packages cover the first four days of the 2027 Men’s Ashes Test, with further offerings planned for the Women’s Ashes ODI, England’s Test against Bangladesh, T20 Blast and The Hundred fixtures.
“I’m delighted to welcome Gullivers as our first Official Sports Break Partner ahead of what is going to be a blockbuster Ashes summer in 2027. We are continuing to open up Lord’s to new audiences in innovative ways and this is another first for us. It is an exciting opportunity for cricket supporters who want the full experience of visiting London to watch cricket at Lord’s, combined with the specialist travel support of a trusted operator like Gullivers.” – Andy Muggleton, Commercial Director, Marylebone Cricket Club
“We are incredibly proud to become the Lord’s Official Short Breaks Partner. As a business with a long-standing passion for cricket and extensive experience in creating sports travel experiences for fans, partnering with the Home of Cricket feels like a natural fit for Gullivers Sports Travel.”
“We understand that attending a major sporting occasion is about far more than the action on the field. It’s the anticipation, the atmosphere, the destination and the memories supporters take home with them. By combining our sports travel expertise and fan-first approach with the heritage and prestige of Lord’s, we look forward to creating outstanding short break experiences for cricket supporters.” – Neil Salmon, Managing Director, Gullivers Sports Travel
MLC: San Francisco Unicorns strengthen girls’ and women’s cricket pathways through Aspire Cricket partnership
The San Francisco Unicorns are expanding their community development initiatives through a partnership focused on increasing girls’ and women’s participation in cricket across California.
Unicorns Sport Foundation names Aspire Cricket official pathway partner
The Unicorns Sport Foundation has named Aspire Cricket its Official Girls’ & Women’s Pathway Partner, building on a collaboration established in 2024. The partnership will support grassroots programs, skills development and competitive cricket pathways for girls and young women across California. The organizations have already reached more than 250 girls through community initiatives, with the Foundation targeting engagement with over 10,000 young people and delivery of 100 community programs by 2030.
“Having grown up playing competitive sports, I know firsthand how much those experiences can shape a young person’s confidence, friendships and ambitions. I would love to see more girls have that opportunity through cricket.”
“The Unicorns have been supporting Aspire Cricket’s work for several years, and I’m particularly excited that we’re building on that relationship through the Foundation. As our Official Girls’ & Women’s Pathway Partner, Aspire brings valuable experience, and I look forward to working with Sindhu and her team to reach more girls, develop mentorship opportunities and help young women stay involved in the game as they grow.” – Monika Bickert, Board Member, Unicorns Sport Foundation
“At Aspire, we’ve always believed that success isn’t measured only by how many girls go on to play competitive cricket. It’s also about the confidence they build, the friendships they form and the leadership skills they carry with them.”
“Some of these girls may go on to represent their country. Others may become entrepreneurs, executives, coaches or community leaders. And others may simply become fans. We want to give them the opportunity to aspire to all of it. The Unicorns have supported that belief for years, and this next chapter with the Foundation allows us to take that commitment further.” – Sindhu Sriharsha, Co-Founder, Aspire Cricket
Other Franchise Leagues: MCC partners with ILT20 as UAE Bulls unveil Abu Dhabi T10 sponsors
Commercial partnerships across franchise cricket in the UAE include a new collaboration between Marylebone Cricket Club and the DP World ILT20 to promote the Spirit of Cricket, alongside a six-brand sponsorship portfolio supporting defending Abu Dhabi T10 champions UAE Bulls.
MCC partners with DP World ILT20 for Spirit of Cricket Award
Marylebone Cricket Club (MCC) has partnered with the DP World ILT20 to introduce a Spirit of Cricket Award during the tournament’s fifth season, running from November 21 to December 20, 2026. The award will recognize a team or individual demonstrating the Spirit of Cricket, supporting MCC’s efforts to promote sporting values across global franchise competitions.
“MCC sees franchise leagues as the standard-bearers for playing the game in the right way – playing hard but playing fair and with a smile on your face. With many of the players involved being international teammates and facing each other in competitive cricket, the tournaments can be a catalyst for improvements in player behaviour across the game.”
“The Spirit of Cricket is an MCC led initiative, and we are pleased to be working with the DP World ILT20 and to present this award end of the tournament.” – Rob Lynch, Director of Cricket and Operations, MCC
“We are delighted to partner with cricket’s most revered club – Marylebone Cricket Club. The DP World ILT20 has grown into one of the leading cricket tournaments by attracting a global audience and through the participation of some of the top players in the world. We are proud to be arguably the most international T20 league, with players from 19 cricketing nations representing our six franchises this season.”
“The tournament has always been hugely competitive with top quality cricket on display. Our matches have always been played in the right spirit with cricket’s traditional sporting values remaining at the forefront.”
“The partnership with MCC adds immense value to the league and combines perfectly with the way cricket is played at the DP World ILT20. We look forward to the inaugural Spirit of Cricket Award and working closely with MCC to uphold the true values of the game.” – Mike Fordham, Interim Chief Operating Officer, DP World ILT20
UAE Bulls announce six commercial partners for Abu Dhabi T10
Defending Abu Dhabi T10 champions UAE Bulls have announced Rasasi Perfumes 1979, Danube Properties and Wikit as principal partners for the tournament’s tenth season. Rasasi and Danube will receive prominent jersey branding, while MLSUAE.AE joins as associate partner, ORX as kit partner and UPRO as commercial partner.
“Winning the Abu Dhabi T10 title was a special achievement for everyone associated with UAE Bulls, but defending that title presents an even greater challenge. As we prepare for another exciting season, we are delighted to welcome our partners, whose support and confidence in our vision mean a great deal to us. Our partners are an integral part of the UAE Bulls family. The association with Rasasi Perfumes 1979, Danube Properties, Wikit, MLSUAE.AE, ORX and UPRO reflects the strength of our franchise and the growing stature of Abu Dhabi T10 as a platform for sporting excellence and commercial engagement.”
“We believe successful franchises are built not just on performances on the field but also through strong relationships off it. Our ambition is to create a lasting legacy for UAE Bulls while contributing to the continued growth of cricket in the UAE. As defending champions, we know expectations will be high, and we are determined to rise to the occasion once again.” – Neelesh Bhatnagar, Owner, UAE Bulls
Endorsements: EMW Global signs Rinku Singh amid expansion into India’s athlete sponsorship market
India’s athlete endorsement market is attracting new agency investment, with EMW Global targeting emerging cricket talent, long-term brand partnerships and international commercial opportunities as it expands into the country.
EMW Global signs Rinku Singh to build commercial endorsement portfolio
Sports marketing agency EMW Global has signed Indian cricketer Rinku Singh as its first athlete in India, aiming to develop his personal brand through long-term sponsorships, digital content and international partnerships. The agency is targeting opportunities beyond established cricket stars, with plans to add at least one more Indian athlete to its roster before the end of 2026.
“The top is crowded and expensive. I would say the market isn’t saturated, but I would say there’s definitely a need for diversification,”
“Rinku offers an upside and a story that sells itself,”
“He is not as established as some of the other stars. But his story is authentic, and I think it is something that needs to be told to inspire future generations,”
“What we have found coming into the market is that there are a lot of ad hoc, low-value, small deals being done. Our job is to be able to create more year-round, long-term, consistent annual partnerships,”
“The way you build a brand with an athlete isn’t just with them as an athlete, but also with them as a person, their personality and their journey,”
“Quantity is not the objective. I think we want to work with quality,” – Michael Rocha-Keys, Founder and Chief Executive Officer, EMW Global
Other: Sony LIV secures over 50 advertisers for India’s tour of New Zealand
Cricket broadcasting continues to attract major brand investment, with Sony LIV securing more than 50 advertisers for India’s 2026 tour of New Zealand, including partnerships featuring customized digital content and in-match brand integrations.
Sony LIV announces OPPO, JSW MG Motor and other sponsors for India-New Zealand series
Sony LIV has attracted over 50 advertisers for India’s tour of New Zealand, with OPPO India serving as Co-powered Sponsor and JSW MG Motor India, CEAT, UltraTech Cement, Google Gemini, Kotak Neo and ICICI Life Insurance joining as partner sponsors. The agreements include branded studio segments, in-match integrations and video-on-demand content, with OPPO promoting its Find X10 Series and other partners sponsoring customized cricket highlights and features.
“The India Tour of New Zealand has delivered exceptional momentum for our digital business, with a strong response for the T20Is seamlessly carrying into the ODI leg during the biggest festive period of the year. Having already partnered with over 50 advertisers, we’re witnessing sustained demand from brands looking to connect with highly engaged cricket audiences on Sony LIV. Beyond premium reach, our focus has been on creating innovative, cricket-first brand integrations that naturally become part of the fan experience—from immersive studio segments and custom VOD properties to impactful in-match moments and we look forward to welcoming many more partners as the tournament progresses.” – Ranjana Mangla, Head – Digital Ad Sales and YouTube Business, Sony Pictures Networks India
“Cricket in India is more than a sport; it is a shared passion that brings millions together across generations and geographies. Our association with Sony LIV as the Co-powered Sponsor for India’s tour of New Zealand, with our latest flagship, the Find X10 Series at its heart, lets us be part of that collective experience as fans come together to celebrate every match, moment, and milestone. Sony LIV’s massive digital reach makes it a meaningful medium for us to engage with audiences at scale. We look forward to the many extraordinary moments on and off the field and bringing OPPO’s imaging innovation closer to cricket enthusiasts.” – Spokesperson, OPPO India
Domestic and Franchise: Mumbai Cricket Association adopts AI coaching as Cricket Victoria Foundation extends philanthropic partnership
Domestic cricket organizations in India and Australia have announced new and extended partnerships, with Mumbai Cricket Association introducing AI-powered coaching technology and the Cricket Victoria Foundation securing continued support for community participation and development programs.
Mumbai Cricket Association partners with Level Up Sportslytics for AI coaching
Mumbai Cricket Association (MCA) has partnered with Singapore-based Level Up Sportslytics to introduce AI-powered coaching at the Sharad Pawar Indoor Cricket Academy in BKC. The pilot project will use multiple cameras to capture player movements and provide coaches with detailed batting and bowling analysis, with feedback from coaches and players guiding further implementation.
“We need to change as per the time. Technology has played an important role behind the scene and it’s showing us what it can do to reach any goal. We are trying to adopt AI in our daily nets session and we will see how it benefits our coaches and players to excel. It’s just a pilot project now. We will be taking feedback from coaches and players on how it has helped them,” – Ajinkya Naik, President, Mumbai Cricket Association
“Across India and around the world, everyone in cricket is interested in AI. Far fewer are willing to put their weight behind a technology and say: we will implement it, and we will take our coaching to the next level,”
“With this technology, we believe a coach’s reach can grow anywhere from 20 to 100 times. This AI will assist coaches virtually. It is a tool in the coach’s hands, so they can do more with less of their time. The questions the MCA coaches asked today, about the technology and about coaching, show why the Mumbai Cricket Association is one of the crown jewels of Indian cricket. They are a level up above everybody else.” – Sitanshu Dash, Founder and Chief Executive Officer, Level Up Sportslytics
Cricket Victoria Foundation extends Phillips Foundation partnership for two years
The Cricket Victoria Foundation has renewed its strategic partnership with The Phillips Foundation for another two years, supporting community consultation, research and participation initiatives focused on South Asian communities. The agreement also includes funding and assistance with impact measurement to evaluate programs and inform future community development activities.
“We’re thrilled to have The Phillips Foundation’s continued support for the next two years. It gives us the opportunity to build on the inaugural Culture & Leadership Camp, listen more widely to South Asian communities and shape our next steps around what we learn.”
“Alongside its funding, Phillips is helping us strengthen how we understand and measure our impact, so we can make better decisions and create lasting benefits through cricket.” – Ben Brennan, Head of Foundation, Cricket Victoria
“The Phillips Foundation principals, Liz and Anth Phillips are committed to supporting opportunities for young people to build confidence, connection and wellbeing through sport.”
“The Phillips Foundation’s partnership with the Cricket Victoria Foundation brings this to life through cricket, creating pathways for participation, leadership and belonging.”
“We value Cricket Victoria Foundation’s commitment to listening to communities and allowing those insights to shape what comes next. By supporting community consultation and strengthening understanding of what matters to young people, we hope to help turn that learning into lasting benefits for young people.” – Ben Clark, Group Impact Adviser, The Phillips Foundation
