Cricket’s global sponsorship and partnership landscape continued evolving this week through a mix of commercial expansion, fan engagement initiatives, and community-focused collaborations. MLC franchises strengthened ties with technology, automotive, and consumer brands ahead of the 2026 season, IPL teams leaned further into entertainment-led campaigns and cross-sport activations, while domestic cricket organisations in South Africa focused on humanitarian support through flood relief partnerships aimed at assisting affected communities across the Western Cape.
MLC: Franchises strengthen technology, automotive, and consumer brand partnerships ahead of 2026 season
MLC franchises continued building commercial momentum ahead of the 2026 season this week through partnerships spanning AI infrastructure, automotive, and consumer goods, with teams focusing on fan engagement, community activations, and increased brand visibility.
Texas Super Kings partner with Bru
Bru has partnered with Texas Super Kings as an Official Partner for the 2026 MLC season. As part of the agreement, Bru will serve as the franchise’s leading trouser sponsor.
“We are delighted to welcome Bru to the Texas Super Kings family. As cricket continues to grow in the United States, this partnership builds a powerful bridge between nostalgia and new audiences, delivering engaging and memorable experiences for fans.” – KS Viswanathan, Director, Texas Super Kings.
“Bru is excited to partner with Texas Super Kings, bringing together two passions that unite millions — coffee and cricket. As a brand that has been part of everyday moments across generations, we look forward to enhancing the fan experience by blending the warmth of coffee with the excitement of the game in the United States.” – Partha Guha, General Manager, Unilever International, North America, Foods.
San Francisco Unicorns partner with TrueFoundry
TrueFoundry has partnered with the San Francisco Unicorns as an Official Partner ahead of the 2026 MLC season. The partnership launched through a joint activation at San Francisco’s Bay to Breakers race and included the unveiling of the franchise’s new mascot.
“We are thrilled to welcome TrueFoundry to the Unicorns family as an Official Partner. Their approach to commercial, scalable AI technology is impressive and aligns with our own game-changing use of technology within elite sport.
“Reflecting that alignment, I can’t wait to take on the Bay to Breakers race tied to TrueFoundry’s CEO Nikunj Bajaj. We’re all about teamwork and commitment, and with the backdrop of our mutual home, San Francisco, it’s an ideal starting point for our partnership.” – David White, Chief Executive Officer, San Francisco Unicorns.
“We have been following the Unicorns’ recent MLC campaigns and have been impressed by their approach to the game, taking on teams with an aggressive, AI-powered philosophy that has garnered fans in the Bay Area and beyond.
“Becoming an Official Partner is a natural fit for TrueFoundry. Beyond a shared data-driven mindset, this collaboration gives TrueFoundry a platform to engage our brand and bring our own team and key clients into premium matchday experiences.” – Nikunj Bajaj, Chief Executive Officer, TrueFoundry.
Toyota extends San Francisco Unicorns partnership
Toyota has extended its partnership with the San Francisco Unicorns for the 2026 MLC season. The brand will continue as an Official Partner and remain the Official Title Partner of the franchise’s Family Day community event.
“The San Francisco Unicorns has cemented its position in the Bay Area sporting landscape in recent years, bringing world-class cricket to the Oakland Coliseum and putting on first-rate community activations with its Family Day. We’re thrilled to continue to support the Unicorns’ community for the 2026 season, and we look forward to putting on yet another show for its passionate fanbase this summer.” – Dave Johnston, President, Northern California TDA.
“We aim to partner with brands that share our elite culture and commitment to growing the great game of cricket within the Bay Area, and Toyota does just that. As the key partner to our Family Day, which has gone from strength to strength with each season, Toyota is a globally recognized brand with local DNA. We look forward to building on this successful partnership with success on and off the field this season.” – David White, Chief Executive Officer, San Francisco Unicorns.
England: Sussex CCC expands hospitality partnerships with Maldron Hotel
Sussex CCC strengthened its commercial hospitality portfolio this week through a new partnership with Maldron Hotel aimed at enhancing supporter travel and matchday experiences around The County Ground.
Sussex CCC partners with Maldron Hotel
Maldron Hotel has partnered with Sussex County Cricket Club as a new Corporate Partner. The collaboration includes discounted hotel rates for Sussex supporters as well as accommodation and ticket packages for home and away fans visiting The County Ground.
“It is fantastic to be welcoming Maldron Hotels as a new Corporate Partner of Sussex Cricket. Their hotel in Brighton is a great base for supporters from across the county to visit The County Ground this summer, and we look forward to working closely with them on some other exciting initiatives made possible by this partnership.” – Mark West, Interim Chief Executive Officer, Sussex Cricket.
“We are delighted to be partnering with Sussex Cricket. As a new business in Brighton, it’s a fantastic opportunity for us to align with one of the city’s most established sporting organisations. Maldron Hotel Brighton is well located for supporters travelling to The County Ground, and we look forward to welcoming guests throughout the season. We’re excited about what’s ahead and the opportunities this partnership will bring.” – Michelle Doyle, General Manager, Maldron Hotel Brighton.
Domestic and Franchise: Cricket organisations support community relief initiatives
Domestic cricket organisations continued expanding community-driven partnerships this week, with Western Province Cricket Association collaborating with humanitarian organisation Gift of the Givers to support flood-affected communities across the Western Cape.
WPCA partners with Gift of the Givers
Western Province Cricket Association has partnered with Gift of the Givers to support communities affected by floods across the Western Cape, with Newlands Cricket Stadium serving as an official collection point for relief donations.
“While Western Province Cricket Association and Newlands have also felt the effects of the recent storms, it has not been as traumatising as it has been for many communities across the Western Cape. Our hearts go out to those in smaller and rural areas who have suffered immense loss. I’ve personally witnessed the devastation, and it is deeply moving.
“We are proud to partner with Gift of the Givers, who continue to do an incredible job providing relief in times like this. Through this partnership, Newlands will become a drop-off point for much-needed supplies, as many people have lost their livelihoods and currently have no access to basic necessities such as water, food and blankets. We urge the public to support Gift of the Givers in reaching those who need it most.” – Corrie van Zyl, Chief Executive Officer, Western Province Cricket Association.
