This week’s sponsorship activity highlighted the growing commercial diversity across the cricket ecosystem, from Major League Cricket’s push into premium fan hospitality experiences to expanding investment in India’s regional T20 leagues and athlete-led digital activations. Brands including CrickBuster, Aditya Birla Group, Nuvama Private, EaseMyTrip, Red Bull, and ROTORIS strengthened their cricket presence through league partnerships, franchise sponsorships, and interactive fan campaigns, as competitions and personalities beyond the traditional global powerhouses continued attracting increasing commercial attention.
MLC: Fan experiences and community engagement drive new commercial partnerships
Major League Cricket and its franchises continue to expand their commercial footprint through partnerships focused on fan engagement, hospitality, and grassroots development, with CrickBuster and H-E-B joining the league ecosystem ahead of the 2026 season.
Texas Super Kings announce H-E-B as Official Grocery Partner
Texas Super Kings have signed a two-year partnership with H-E-B, which becomes the franchise’s Official Grocery Partner for the 2026 and 2027 Major League Cricket seasons.
“We are thrilled to welcome H-E-B into the Texas Super Kings family,” said Anurag Jain, Co-owner, Texas Super Kings. “Their commitment to the community and their growing engagement with diverse audiences makes them a perfect partner as we work to expand cricket’s footprint in the U.S.”
“As cricket continues to gain momentum across Texas, we are excited to support a team that reflects the energy and passion of the communities we serve. We are proud to invest in this wildly popular sport that brings people together,” said Mabrie Jackson, Managing Director, Public Affairs, H-E-B/Central Market.
Cognizant Major League Cricket partners with CrickBuster USA
Cognizant Major League Cricket has named CrickBuster USA as its Official Hospitality Experience Partner for the 2026 season, with the company launching all-inclusive matchday experience packages across MLC venues in Dallas, San Francisco, and Los Angeles.
“CrickBuster is excited to partner with Major League Cricket as the Official Hospitality Experience Partner for the 2026 season,” said Ms. Rashmi Prabhakar, Co-founder & President, CrickBuster USA, Inc. “We have created all-inclusive fan experience packages with official match tickets, stadium transfers, and hospitality to make attending live cricket simple, exciting, and hassle-free for fans.”
“Experiences like this are critical to how we grow the game in the United States, and we’re excited to partner with CrickBuster to bring this to life. By bringing fans closer to the players and creating a more connected, accessible matchday experience, we’re not just building audiences. We’re building a true cricket community across the country,” said Johnny Grave, Chief Executive Officer, Major League Cricket.
Endorsements: IPL stars drive storytelling and fan engagement campaigns
Brands continue leveraging the growing influence of IPL stars through narrative-driven endorsements and digital fan engagement activations, with Rajat Patidar and KL Rahul fronting new campaigns for ROTORIS and Red Bull respectively.
Rajat Patidar fronts ROTORIS campaign
Indian mechanical watchmaker ROTORIS has partnered with Royal Challengers Bengaluru captain Rajat Patidar, with the batter fronting the brand’s latest “A ROTORIS Man” campaign ahead of the IPL 2026 playoffs.
“I never needed the shortest path. I needed the right one. There were years when nobody was watching, and those were the years that built everything that came after. ROTORIS speaks the same language. Every timepiece they make carries the weight of something done the right way, not the fast way. That is why this feels true. Not just to a campaign or a season, but to something that actually lasts,” said Rajat Patidar, Captain, Royal Challengers Bengaluru.
“We built ROTORIS for a very specific kind of person. Someone who is always becoming more. Rajat Patidar was released by the same franchise that would one day make him captain. He came back and gave them a title they had waited 18 years for. If that is not a ROTORIS Man, nothing is,” said Aakash Anand, Founder, ROTORIS.
“ROTORIS has always believed that the most beautiful things take time. You can see it in every dial we design. Rajat’s story is the most human version of that belief. He did not rush. He did not break. He kept going, and he arrived exactly where he was always meant to be,” said Prerna Gupta, Co-Founder, ROTORIS.
Red Bull launches KL Rahul gaming activation
Red Bull has partnered with Indian cricketer KL Rahul to launch “KLear It With KL”, a digital fan engagement campaign built around an interactive cricket-themed online game.
The activation gives fans an opportunity to compete for signed merchandise and a meet-and-greet with Rahul through a web-based skill game inspired by the batter’s playing style.
Other: Regional leagues and franchises secure new commercial backing
Regional cricket leagues across India continue strengthening their commercial ecosystems through new title sponsorships and franchise partnerships, with brands increasingly investing in state-level T20 properties and women’s competitions.
Aditya Birla Group becomes title sponsor of MPL T20 Scindia Cup
Aditya Birla Group has been named title sponsor of the Madhya Pradesh League T20 Scindia Cup for the 2026 season, with the tournament officially operating as the “Aditya Birla Group MPL T20 Scindia Cup 2026.”
“We are delighted to have Aditya Birla Group onboard as the title sponsor for MPL 2026. Their association adds great value and strength to the league. Having the support of such a respected and globally recognised brand will further help the tournament grow and provide a bigger platform for emerging cricketers from Madhya Pradesh,” said Mahanaaryaman Scindia, President, Madhya Pradesh Cricket Association.
“We are extremely happy to have a prestigious group like the Aditya Birla Group associated with the MPL T20 Scindia Cup. Their association adds tremendous value to the league and reflects the growing stature and credibility of MPL as a sporting platform,” said Rohan Gupta, Founder & Chief Executive Officer, Sport Ex Consultancy.
Nuvama Private joins T20 Mumbai League as title sponsor
The Mumbai Cricket Association has appointed Nuvama Private as title sponsor for the T20 Mumbai League 2026 and the inaugural T20 Mumbai Women’s League.
“We are pleased to welcome Nuvama Private as the Title Sponsor for the T20 Mumbai League 2026 and the inaugural T20 Mumbai Women’s League. This partnership reflects the growing stature and credibility of the league ecosystem that MCA has built over the years. Mumbai has always been at the forefront of Indian cricket, and through these leagues, we aim to continue creating strong pathways for emerging talent while delivering a world-class sporting product,” said Ajinkya Naik, President, Mumbai Cricket Association.
“We are happy to partner with Nuvama Private at an important phase in the league’s journey. The T20 Mumbai League has evolved into a serious cricketing and commercial property with strong brand equity, deep fan engagement, and a proven talent-development ecosystem. Having a respected institution like Nuvama Private as a partner highlights the increasing appeal of the league among leading brands and institutions,” said Rajdip Gupta, Chairman, T20 Mumbai League Governing Council.
“Over generations, Mumbai has stood for enterprise, ambition, excellence, and legacy. Cricket is deeply woven into the city’s identity, bringing communities together and inspiring future talent. We are pleased to partner with the Mumbai Cricket Association as the T20 Mumbai League enters a defining new chapter, marked by the introduction of the women’s competition alongside the men’s tournament. At Nuvama Private, we believe in supporting platforms that create enduring value, and through this association, we look forward to contributing to Mumbai’s evolving cricketing legacy,” said Alok Saigal, Head, Nuvama Private.
EaseMyTrip renews Big Cricket League title sponsorship
EaseMyTrip has renewed its partnership with the Big Cricket League as title sponsor for the tournament’s second season.
“We are delighted to welcome EaseMyTrip back as the Title Sponsor for Season 2 of the Big Cricket League. Their continued association reflects the trust and momentum the league has built since its inaugural edition. At BCL, we are committed to creating a world-class cricketing platform that not only delivers high-quality entertainment but also gives aspiring cricketers not only a showcase to showcase their talent but a rare opportunity to share the field with some of the biggest icons of the game,” said Dilip Vengsarkar, League Commissioner, Big Cricket League.
“Our journey with the Big Cricket League in Season 1 was both exciting and deeply rewarding. BCL has introduced a refreshing format that blends legendary cricketing names with inspiring grassroots talent, creating stories that truly resonate with fans across the country. Cricket and travel have always shared a strong connection, with fans travelling to cities to experience the energy of the game firsthand. As a travel-first brand, we are delighted to continue our association as Title Sponsor and look forward to being part of an even bigger and more exciting Season 2,” said Nishant Pitti, Founder & Chairman, EaseMyTrip.
“Season 2 of the Big Cricket League is set to be bigger in every aspect – from the level of competition and fan experience to broadcast reach and international engagement. With marquee legends, talented amateur cricketers, strong broadcast partners like Eurosport and FanCode, and trusted brands like EaseMyTrip continuing their journey with us, we are building a cricketing property that fans genuinely connect with. This season is not just about cricket – it is about dreams, opportunity, and unforgettable moments,” said Puneet Singh, Chief Patron, Big Cricket League.
Thane Skyrisers secure new commercial partners ahead of T20 Mumbai League
Thane Skyrisers have announced multiple sponsorship agreements ahead of Season 4 of the T20 Mumbai League, including partnerships with Vihang Group, Melstarr Aviation, PRS Infraprojects, and Cloud9.
Vihang Group has joined as presenting partner, while Melstarr Aviation and PRS Infraprojects have signed as associate partners. Cloud9 has also been named the franchise’s official energy drink partner for the upcoming season.
