Indian cricket landed a major new title partner as Muthoot FinCorp signed on for BCCI home cricket through March 2028, while Sachin Tendulkar announced a new partnership with OpenAI. Elsewhere, YesPlay became title sponsor of South Africa’s revamped Pro20 Cup, Lahore Qalandars teamed up with UMT on a three-year player-development initiative, and new commercial agreements spanned Cricket West Indies, Cricket Ireland, Australian domestic cricket, global cricket content and the upcoming IMC Over-40s Cricket World Cup.
National Boards: Title sponsorship, bilateral partnerships and cause-led campaigns drive commercial activity
National-board commercial activity this week includes a major new BCCI title sponsorship, a 15-brand advertising roster around the West Indies tour of India, a Cricket West Indies team sponsorship and Cricket Ireland’s Heart Month fundraising partnership.
Muthoot FinCorp becomes Title Sponsor for India Home Cricket
Muthoot FinCorp Limited has become the BCCI’s Title Sponsor for India Home Cricket through March 2028. The agreement covers all international series and tournaments played in India as well as all domestic tournaments organised by the BCCI, with the association beginning with India’s first ODI against the West Indies in Thiruvananthapuram.
“Indian cricket’s home season brings together the national teams, domestic competitions and players at different stages of their journey. Muthoot FinCorp’s association as Title Sponsor reflects the strength and reach of Indian cricket and the connection it has with people across the country.”
“There is also a natural connect between the two brands, with Muthoot FinCorp’s distinctive blue coming together with the Men and Women in Blue of Indian cricket. We are pleased to welcome Muthoot FinCorp to the BCCI family and look forward to building a strong association over the coming seasons.” – Mithun Manhas, President, BCCI
“India’s home season represents the entire spectrum of our cricketing structure. From our senior national teams and India A to our age-group teams and domestic competitions, every part of this calendar has an important role to play in the development of Indian cricket.”
“It is particularly encouraging to see Muthoot FinCorp’s association extend across this broad platform. We are delighted to welcome them as Title Sponsor and look forward to working closely with the Muthoot Pappachan Group as we continue to provide opportunities for players and bring high-quality cricket to fans across the country.” – Devajit Saikia, Honorary Secretary, BCCI
“The strength of Indian cricket is built on a robust domestic structure, with competitions such as the Ranji Trophy, Duleep Trophy, Vijay Hazare Trophy and Syed Mushtaq Ali Trophy providing an important pathway for players aspiring to represent India. Having Muthoot FinCorp associated with this part of Indian cricket is a positive development.”
“This partnership will allow Muthoot FinCorp to be part of the journey of players at different stages, while also connecting with cricket audiences across the country. We welcome them to the BCCI family and look forward to a successful association.” – Rajeev Shukla, Vice President, BCCI
“The continued interest of leading brands in associating with BCCI cricket reflects the strength of Indian cricket and the reach it has across the country. A title sponsorship that spans international and domestic cricket also demonstrates the breadth of opportunities that Indian cricket offers its partners.”
“Muthoot FinCorp has built a strong presence across India, and its association with Indian cricket provides an opportunity to bring that reach together with the nationwide appeal of the sport. We are pleased to begin this partnership and look forward to a productive relationship in the seasons ahead.” – A. Raghuram Bhat, Treasurer, BCCI
“Cricket is followed across India in many different ways, and the home season allows fans to stay connected with the game throughout the year. From international cricket to domestic competitions and the emergence of young players, there are stories that resonate with people across the country.”
“Muthoot FinCorp’s association will span teams, competitions and regions, giving the brand an opportunity to be part of that journey. We are delighted to welcome them on board and look forward to building a strong relationship in the years ahead.” – Prabhtej Bhatia, Joint Secretary, BCCI
“Cricket provides a meaningful way to connect with the Indian public. We believe our association with BCCI reflects our commitment to supporting Indian cricket across national and domestic platforms.” – Thomas George Muthoot, Joint Managing Director, Muthoot FinCorp Limited
“This association with BCCI includes India’s Senior Men’s National Team, Senior Women’s National Team, India A Men’s Team, India B Men’s Team, India A Women’s Team, Under-19 Men’s and Women’s Teams, and other designated teams. It also covers key domestic competitions, including the Ranji Trophy, Irani Cup, Duleep Trophy, Vijay Hazare Trophy, Deodhar Trophy and Syed Mushtaq Ali Trophy. This gives us an opportunity to be part of everyday Indian’s story.” – Shaji Varghese, Chief Executive Officer, Muthoot FinCorp Limited
Cricket Ireland and Irish Heart Foundation unite for Heart Month
Cricket Ireland and the Irish Heart Foundation have launched a September partnership supporting the charity’s Heart Month campaign, selected by the Ireland Women’s squad and support staff in support of teammate Orla Prendergast. Fans, clubs and the wider cricket community can participate through fundraising and awareness initiatives, while proceeds from a MatchWornShirt auction during Ireland’s series against England will be donated to the Irish Heart Foundation.
“The Irish Heart Foundation is a charity that means a great deal to me and my family. Having lost my dad last year to cardiac disease, we saw how impactful and important the Irish Heart Foundation is in supporting families affected and in raising awareness around cardiac health.”
“My dad was my biggest support in cricket and I miss that every day. I decided to change my shirt number to 10, his birthday, as a way of keeping him close to me every time I play.”
“Cricket has given me so much, and I’m grateful to Cricket Ireland and the Irish Heart Foundation for helping to turn a personal story into something that can have a positive impact for others. If supporters can get behind the campaign and help raise awareness of heart health, then hopefully we can make a real difference.” – Orla Prendergast, Ireland Women Cricketer
“We are incredibly grateful to Cricket Ireland and Orla for their support of the Irish Heart Foundation and our Heart Month campaign. Orla’s willingness to share her story is both courageous and powerful, and it will help us reach more people with important messages around heart health.”
“Partnerships like this help us raise vital funds while also encouraging conversations about cardiovascular health and the steps people can take to protect their hearts.” – Janis Morrissey, Deputy CEO and Director of Services, Irish Heart Foundation
“This partnership is about much more than fundraising. It is about using the platform of cricket to support a cause that has touched the lives of many people across Ireland.”
“Orla’s story is one of resilience, pride and family, and we’re proud to work alongside the Irish Heart Foundation to help raise awareness and support their important work during Heart Month.” – Sarah Keane, Chief Executive Officer, Cricket Ireland
JioStar secures 15 brands for West Indies tour of India
JioStar has assembled 15 brands across eight categories for its television and digital coverage of the West Indies Tour of India 2026. Havells, OpenAI, Google Search, Berger Paints, Herbalife, PhonePe and Ultravolt are co-presenting partners, while Asian Paints, Tata Capital, Tata AIG, Britannia, TVS, Vimal Pan Masala, ExxonMobil and Airbnb are Associate Partners for the three-ODI and five-T20I tour.
“The West Indies tour of India marks the beginning of sustained, uninterrupted international cricket on JioStar at a particularly important time for advertisers. What we are seeing is strong participation from brands across categories, reflecting the enduring ability of live cricket to bring audiences together at scale while delivering meaningful opportunities for targeted and contextual engagement. The series gives advertisers the opportunity to build consistency and compound impact rather than rely on a single sporting moment. As we enter an extended festive-season cricket calendar, JioStar is creating a platform where scale, continuity and innovation come together to drive stronger outcomes for brands.” – Anup Govindan, Head – Sports Sales, JioStar
Intex becomes Official Series Sponsor for West Indies’ India tour
Intex Technologies has partnered with Cricket West Indies as an Official Series Sponsor for the West Indies Senior Men’s India Tour 2026, running from September 27 to October 17. The consumer electronics brand will feature on the back of the West Indies team T-shirts throughout the three ODIs and five T20Is, with additional exposure across match-day, broadcast and digital coverage.
“Cricket gives us a unique opportunity to engage with consumers through a sport they genuinely love and follow. As we continue to build our presence in international cricket, we are focused on using these associations to create stronger connections with audiences. Our partnership with West Indies Cricket for their India Tour 2026 takes this forward, giving us another opportunity to engage with cricket fans across the country and bring the Intex brand closer to consumers.” – Keshav Bansal, Director, Intex Technologies
“West Indies cricket has a long and special history with Indian cricket fans, built through generations of great players and unforgettable moments. From the legendary teams of the past to the many West Indian greats who have earned the admiration of Indian fans, there is a deep connection between our two cricketing cultures. We are delighted to partner with Intex Technologies for this India Tour, bringing together a trusted Indian consumer brand and a West Indies brand with enduring popularity and recognition in the market. It is a valuable opportunity for both organisations to connect with one of the game’s most passionate audiences.” – Chris Dehring, Chief Executive Officer, Cricket West Indies
Endorsements: Sachin Tendulkar partners with OpenAI to explore ChatGPT
Sachin Tendulkar has added OpenAI to his endorsement portfolio, with the cricket legend set to explore and share how he uses ChatGPT while encouraging others to try the technology around their own interests.
Sachin Tendulkar announces OpenAI partnership
Sachin Tendulkar has announced a partnership with OpenAI focused on his use and exploration of ChatGPT. Tendulkar said the collaboration will involve sharing the ways he finds the technology useful and encouraging more people to experiment with it around subjects and activities they care about.
“I’m excited to announce my partnership with OpenAI. We have some interesting things coming up, and I can’t wait to share them with you. I’ve always been curious. One question usually leads to another, and ChatGPT has certainly encouraged that habit. But it has also proved useful when I’ve needed to get things done, like planning my last trip with the family.”
“That’s what I’m looking forward to with this partnership: discovering what else I can do with ChatGPT, sharing what I find useful, and encouraging more people to give it a try with something they care about.”
“A question, an idea, something you’ve always wanted to explore. There are so many places to start. Looking forward to exploring together.” – Sachin Tendulkar, Former Indian Captain
Other: Masters cricket, global content and grassroots programmes attract new partners
Commercial activity elsewhere in cricket this week spans tournament hospitality, international content distribution and community participation, with new partnerships supporting the IMC Over-40s Cricket World Cup, global cricket storytelling and grassroots programmes in England.
519 Guyana joins IMC Over-40s Cricket World Cup as Bronze Sponsor
519 Guyana has joined the IMC Over-40s Cricket World Cup Guyana 2026 as an Official Bronze Sponsor. The Pan-Caribbean restaurant and bar will support the Cricket West Indies Masters Association as Guyana prepares to host 16 teams for the 72-match tournament from October 17 to 31.
“We are pleased to welcome 519 Guyana as a Bronze Sponsor and thank its management and staff for supporting this World Cup. Hosting 16 teams takes a considerable collective effort, and local businesses’ backing helps us deliver the tournament and welcome our visitors properly. We want players and supporters to leave with good memories of the cricket and of the people they meet in Guyana. It is encouraging to see 519G take its place among the businesses supporting that effort.” – Rajendra “Raj” Singh, Tournament Director and Chairman, CWIMA
Khel Now and Cricketaaa form global cricket content alliance
Khel Now and UAE-based Cricketaaa have formed a strategic alliance to create and distribute up to 1,000 hours of original cricket content ahead of the ICC Cricket World Cup 2027. The collaboration combines Khel Now’s digital presence in India with Cricketaaa’s network spanning 38 international cricket organisations and Test-playing nations, covering players, teams, events and stories from across global cricket.
“Cricket has become a truly global sport, and the India-UAE relationship presents a significant opportunity to connect audiences, players and cricket communities across markets. Our partnership with Cricketaaa combines Khel Now’s understanding of Indian sports audiences with an international cricket network spanning multiple cricket-playing nations. As we look towards the 2027 ODI World Cup, our focus is on taking compelling cricket stories beyond traditional boundaries and creating formats that engage audiences across geographies.” – Ashish Negi, CEO and Co-founder, Khel Now
“India and the UAE share a strong and growing relationship, and cricket has an important role to play in bringing people and markets closer together. Our collaboration with Khel Now will allow us to develop and distribute original cricket content at scale. With access to a network spanning 38 international cricket associations and Test-playing nations, we see an opportunity to give greater visibility to players, teams, tournaments and cricket communities from across the world.” – Zainul Islam, Global Alliance Head, Cricketaaa
Altius backs Fylde Coast Cricket Coaching programmes
Preston-based business broker Altius has become a sponsor of Fylde Coast Cricket Coaching’s Cricket for Life programme, supporting its Cricket Cubs initiative for four-to-eight-year-olds and Walking Cricket sessions for participants of different ages and experience levels across Lancashire.
“We have varied initiatives running across Lancashire.”
“Our aim is to provide high-quality cricket coaching throughout the year and give access for as many people as possible to enjoy the game at different levels.”
“Fylde Coast Cricket Cubs was created for four to eight-year-olds to experience cricket in a nurturing environment where they can get active, learn new skills and have fun.”
“For those who want to keep on the move but at a slower pace, our Walking Cricket is an enjoyable, welcoming group.”
“We’re delighted to have Altius on board as sponsors of these programmes, which provide fun experiences across the ages.” – Bobby Denning, Co-owner, Fylde Coast Cricket Coaching
“Altius Group is committed to supporting initiatives that have a positive impact on the lives of people within our local communities.”
“We are delighted to give our support to Fylde Coast Cricket Cubs and Walking Cricket.”
“Both groups offer a fun, welcoming environment across age groups.”
“Bobby and his team have plans to expand these initiatives which just shows the popularity of the Cricket for Life concept.”
“We hope, with our support, to see the groups grow further.” – Teresa Deeney, Head of Marketing, Altius Group
Domestic: Title sponsorship and supplier renewals strengthen cricket operations
Domestic and franchise cricket this week features a new multi-year title sponsorship for South Africa’s revamped Pro20 Cup, a two-year equipment partnership for Queensland Cricket and an expanded technology agreement spanning Cricket Victoria and the Melbourne Stars.
YesPlay becomes title sponsor of South Africa’s Pro20 Cup
YesPlay has signed a multi-year partnership with Cricket South Africa to become title sponsor of the newly formed YesPlay Pro20 Cup, a 16-team T20 competition featuring 71 matches. YesPlay will help shape the in-stadium fan experience, including an initiative giving spectators across all tournament matches the chance to catch a share of R2 million.
“The launch of the YesPlay Pro20 Cup is an important step in the evolution of our domestic game, and having a partner such as YesPlay come on board for the journey adds another exciting dimension to the competition.”
“This partnership is about creating experiences around the game, connecting with our fans and finding new ways to celebrate the talent and excitement that exists within our pathway.”
“We look forward to seeing the YesPlay Pro20 Cup come to life.” – Pholetsi Moseki, Chief Executive Officer, Cricket South Africa
“We are delighted to be the title sponsor of the YesPlay Pro20 Cup and to be part of this exciting new chapter for domestic cricket in South Africa.”
“The competition provides an important platform to showcase the depth of cricketing talent across our provinces, while giving fans the opportunity to experience high-quality T20 cricket in stadiums across the country.”
“We’re proud to support Cricket South Africa in growing the game at a domestic level and look forward to bringing fans closer to the action throughout the tournament.” – Tebogo Makamo, Chief Executive Officer, YesPlay
HART Sport becomes Queensland Cricket’s Preferred Equipment Supplier
Queensland Cricket has signed a two-year partnership with HART Sport, which becomes its Preferred Equipment Supplier. The Queensland-based company will provide training equipment across community cricket and elite programs, including the Queensland Bulls, Queensland Fire and Brisbane Heat.
“Everyone deserves access to equipment that helps them get better at their sport. With our extensive experience in delivering training and rehabilitation equipment, this partnership was a natural fit for HART Sport as we continue to explore ways to support organisations making a meaningful impact at both community and elite levels.” – Andrew Mills, National Sales Manager, HART Sport
“HART Sport has been a valued partner of Queensland Cricket, providing quality equipment backed by reliable, responsive service. Their team understand our environment and are always easy to work with. We also value the opportunity to partner with a Queensland-based organisation that shares our commitment to supporting sport and performance across the state.” – Paul Chapman, Head of Elite Physical Performance, Queensland Cricket
Cricket Victoria and Melbourne Stars expand Sharp EIT Solutions partnership
Cricket Victoria and the Melbourne Stars have renewed and expanded their partnership with Sharp EIT Solutions, which will continue as Official Technology Partner and extend its support to the Victorian Men’s Team. The technology provider will support the organisations across areas including managed IT services, systems integration, cybersecurity and technology support.
“Sharp EIT has been an outstanding partner to our organisation, and this expansion into state cricket is a natural next step in a relationship built on trust and reliability.”
“Extending their role across the Victorian Men’s Team allows us to build on the operational strength and expertise they’ve already brought to Cricket Victoria, while ensuring our technology capabilities continue to support our people and teams across all levels of the game.” – Michael Bullock, General Manager Business Services, Cricket Victoria
“Our work with Cricket Victoria and the Melbourne Stars supports both the organisation and the broader game of cricket. While our team provides the technology support that helps the organisation operate effectively, our wider commitment is to the growth and development of cricket at every level.”
“This renewal reflects the confidence both organisations have developed in one another. We are looking forward to building on that foundation and supporting Cricket Victoria and the Melbourne Stars through their next phase of development.” – Aaditya Mehta, General Manager – Technology & Strategic Growth, Sharp EIT Solutions
