From Nike‘s multi-year partnership with Mumbai Indians to Youi’s sweeping sponsorship of the Big Bash Leagues and five clubs, cricket’s commercial landscape continues to attract major brands. This edition also features Fever’s ticketing agreement with SA20, new and renewed partnerships across English county cricket, a series of sponsorship deals involving Sydney Thunder, Perth Scorchers and Sydney Sixers, and commercial developments spanning international cricket, women’s cricket, community programmes and venue naming rights.
IPL: Mumbai Indians secure multi-year Nike kit partnership
Mumbai Indians have strengthened their commercial portfolio with a major sportswear agreement covering both their men’s and women’s teams ahead of the 2027 season.
Mumbai Indians name Nike official kit partner
Mumbai Indians have signed a multi-year agreement with Nike, naming the global sportswear brand official kit partner for their men’s and women’s teams in India from the 2027 season. Players and staff will begin wearing Nike gear in October 2026, with new match kits launching ahead of the respective 2027 seasons. The partnership will also introduce team merchandise and Mumbai-inspired apparel for fans.
“Mumbai Indians have always been about more than cricket. We are one family — our players, our Paltan — built on nurturing talent, backing it fearlessly and playing for a city that never stops. Nike shares our belief in athletes and in the power of sport to inspire. Together, we see an opportunity to connect cricket and culture, inspire the next generation, and take the spirit of MI and Mumbai to fans around the world.” – Devang Bhimjyani, Head, Reliance Sports
“Cricket is woven into the heartbeat of India, and few teams capture its energy like Mumbai Indians. The club embodies the ambition and belief that make sport so powerful. That’s exactly what drew Nike to this partnership, which represents our effort to serve athletes, celebrate the game and help inspire the next generation.” – Tarundeep Singh, General Manager, Nike India
“Mumbai Indians backed me and gave me the opportunity to express myself on the big stage. Nike has been part of my journey too, so bringing these two families together feels personal.”
“Wearing the MI colors with the Nike Swoosh will remind me of how far I’ve come — and how much more I want to achieve. Somewhere, there’s a kid in the nets dreaming of playing in blue and gold. I want them to see us and think, ‘That could be me.’” – Tilak Varma, Nike Athlete and Mumbai Indians Player
England: Leicestershire secures sponsorship renewals and cruise partnership as Sussex expands cricket exchange programme
English county cricket’s commercial developments include three agreements at Leicestershire County Cricket Club, covering transport, travel management and cruise partnerships, alongside a renewed international player exchange programme involving the Sussex Cricket Foundation.
Blue Bear Transport renews Leicestershire partnership for 2027
Blue Bear Transport has renewed its long-standing partnership with Leicestershire County Cricket Club for the 2027 season, extending its support for the Club by another year.
“We’re delighted that Blue Bear Transport is renewing its long-standing partnership with the Club for another year. Their continued support is greatly appreciated, and we’re incredibly grateful for their commitment to Leicestershire County Cricket Club. Building strong relationships with businesses like Bluebear Transport is hugely important to the Club, and we look forward to continuing our partnership in the season ahead.” – Hugh Cochrane, Leicestershire County Cricket Club
“We’re proud to continue our partnership with Leicestershire County Cricket Club. We’ve enjoyed supporting the Club over the years and are pleased to renew our commitment for another season and wish everyone at the Club every success for the year ahead.” – Richard Holroyd, Blue Bear Transport
Ambassador Cruise Line signs multi-year Leicestershire partnership
Ambassador Cruise Line has signed a multi-year agreement to become an Official Partner of Leicestershire County Cricket Club and its Exclusive Cruise Line Partner from 2027. The deal includes ground branding, digital and matchday marketing, sponsorship of a Metro Bank One Day Cup fixture, and fan engagement opportunities. Supporters will receive 5% discounts on sailings, while Club Members will also receive £50 in onboard credit.
“We are delighted to be partnering with Leicestershire County Cricket Club, a club with a proud history and a loyal community of Members and supporters. Many of our guests are passionate cricket fans, and this Partnership gives us a fantastic opportunity to connect with Foxes supporters and introduce them to Ambassador’s affordable quality sailings.”
“We’re looking forward to meeting fans at the Uptonsteel Grace Road County Ground, offering Members and supporters exclusive benefits and building a Partnership that brings cricket and cruising together. With former Leicestershire player Jonathan Agnew joining us for our Cricket Legends Festive Getaway this December, there is already a particularly fitting opportunity to welcome Foxes fans on board and show them why we’re known for our famous ‘warmest welcome at sea’.” – Gordon Nardini, Chief Marketing Officer, Ambassador Cruise Line
“We are delighted to welcome Ambassador Cruise Line as an Official Partner. Their focus on providing memorable experiences and warm, friendly service makes them a strong fit for our Club and our supporters.”
“The Partnership will provide added value for Members and fans through exclusive cruise offers, while Ambassador’s activity at the Uptonsteel County Ground will give supporters plenty of opportunities to engage with the brand. We look forward to working closely together over the coming seasons.” – Hugh Cochrane, Commercial Partnerships Lead, Leicestershire County Cricket Club
Sussex Cricket Foundation continues New Zealand player exchange partnership
Sussex Cricket Foundation has continued its partnership with The Willows Cricket Club in New Zealand, alongside Brighton Aldridge Community Academy and Arundel Castle Cricket Foundation. The exchange programme will see two BACA students, Sean O’Donnell and Maddy Storey, play and coach in New Zealand, while two Willows players will travel to Sussex to participate in club cricket and support charitable programmes.
“I am delighted that we have been able to continue our partnership with The Willows Cricket Club this winter. The exchange programme provides two young people from our state school cricket programme with the opportunity of a lifetime, and an opportunity to develop their cricket & life skills in a different part of the world which will set them up for future success.” – Gary Wallis-Tayler, Director, Sussex Cricket Foundation
“BACA is delighted to be involved in this pioneering exchange programme, by being invited to propose two of its post-6th form cricketing students to participate in the Dormer Melluish Aldridge Scholarship.”
“The programme has been designed to provide the cricketing scholars with life-changing experiences, to which they would otherwise not have access. There is no doubt that this will enhance their levels of self-confidence and unlock the potential in their lives ahead, towards the objective of creating a better society – all of which mirror the aims of BACA!”
“Maddy and Sean both have strong work ethics and I wish them all the best of good fortune in the adventures ahead. I am sure they will embrace all the opportunities they will experience both on & off the pitch, learn new skills and enjoy themselves in doing so.” – David Bowden, Chair, BACA Cricket Committee
SportsRooms extends Leicestershire partnership until September 2028
SportsRooms, a specialist in sports travel management, has renewed its partnership with Leicestershire County Cricket Club through September 2028. The agreement includes perimeter advertising at Uptonsteel Grace Road, visibility on the Club’s website and access to commercial networking events.
“We’re delighted to renew our partnership with SportsRooms and continue working together over the coming seasons. We look forward to building on the relationship and welcoming the team to Uptonsteel Grace Road throughout the partnership.” – Hugh Cochrane, Commercial Partnerships Manager, Leicestershire County Cricket Club
“We’re delighted to renew our partnership with Leicestershire CCC. We’ve valued the relationship and are excited to continue working with the Club, building connections and strengthening our presence within the cricketing community.” – Chris Newsham, Founder and Chief Executive Officer, SportsRooms
BBL: Youi signs league-wide deal as Thunder, Scorchers and Sixers expand sponsorship portfolios
The Big Bash Leagues have secured a major insurance partnership with Youi covering both competitions and five clubs. Sydney Thunder have also announced agreements with Green.com.au, Omega and Plate It Forward, while Perth Scorchers and Sydney Sixers have confirmed partnerships spanning construction and hydration.
Youi becomes Official Partner of Big Bash Leagues and five clubs
Australian insurer Youi has become an Official Partner of the BBL and WBBL, alongside club partnerships with Brisbane Heat, Hobart Hurricanes, Melbourne Renegades, Melbourne Stars and Sydney Thunder. The agreement includes branding on all five clubs’ BBL|16 playing kits, umpire uniforms across both competitions, and matchday and community activations. The partnership commences with WBBL|12 on October 29, 2026.
“We’re delighted to partner with Youi and are thrilled that they will be key supporters of five of our Clubs and the Big Bash Leagues more broadly.”
“We’re particularly pleased our fans will live at the heart of Youi’s partnership and their involvement will be celebrated and championed throughout the summer.”
“Like Youi, we believe cricket is made by fans and support their ambition to champion the people who make the Big Bash Australia’s favourite summer entertainment product.” – Phil Rigby, Head of League Operations and Club Growth, BBL
“We’re incredibly proud to partner with Cricket Australia and become an Official Partner of WBBL and BBL, while supporting five clubs from the elite-level through to grassroots across the country.”
“At Youi, we believe sport is made by fans. Their passion, loyalty and energy create the moments and atmosphere that make sport memorable, and cricket is no exception.”
“The Big Bash format brings families, friends and communities together throughout the Australian summer. This partnership will celebrate and engage fans, communities, and volunteers who are the lifeblood of community cricket across the country.”
“We’re excited to partner with the Big Bash Leagues and the clubs to shine a spotlight on the people in our communities who make the game what it is today.” – Angela Greenwood, Chief Marketing Officer, Youi
“It is great to be involved with Youi, a Queensland-based business that has grown from their Sunshine Coast headquarters into a national success story.”
“Every summer the Brisbane Heat club brings families together for our games, and we are sure that Heat fans and members will appreciate the on-going support of Youi for local communities across the State.” – Pete Lock, General Manager – Marketing and Commercial, Brisbane Heat
“We’re thrilled to welcome Youi to the Hurricanes family and look forward to building a strong partnership that connects with our fans and the broader Tasmanian cricket community.”
“Our supporters are the heartbeat of the Hurricanes, and it’s fantastic to partner with an organisation that shares our belief in recognising the people who make cricket such a special part of the Australian summer.”
“From the volunteers and families involved in grassroots cricket to the thousands of fans who turn out to support the Hurricanes, this partnership provides another opportunity to celebrate the people who make our game great.” – Dominic Baker, Chief Executive Officer, Cricket Tasmania
“We’re thrilled to welcome Youi to the Thunder Nation. Creating memorable experiences and building communities is at the heart of everything we do, so it’s fantastic to partner with a brand that shares our passion for celebrating the people who make cricket so special.”
“We’re really excited to work with Youi to recognise and celebrate those people throughout the summer and continue building that connection between our players, fans and the wider community.” – Trent Copeland, General Manager, Sydney Thunder
Sydney Thunder renews Green.com.au energy partnership
Sydney Thunder have renewed their agreement with clean energy provider Green.com.au, which will continue as the club’s Official Energy Partner for WBBL|12 and BBL|16. The partnership includes support for Thunder’s sustainability initiatives and branding at home matches throughout both competitions.
“We’re thrilled Green.com.au are staying on as our Official Energy Partner. The inspiring work they do to help Australians make their change to clean energy is why we want to work with them. Their values align with ours, and we look forward to working together both on and off the field.” – Trent Copeland, General Manager, Sydney Thunder
“We’re incredibly excited to be once again partnering with the Sydney Thunder. Our mission is simple, help more Aussie homes and businesses ‘Just Go Green’. Cricket and Sydney Thunder bring so many wonderful people together, and we are excited to help more and more of those people make the switch.” – David Green, Co-Founder, Green.com.au
Omega joins Sydney Thunder as Official Appliance Partner
Australian appliance brand Omega has signed a two-year agreement to become Sydney Thunder’s Official Appliance Partner. The deal includes prominent branding on the club’s playing shirts across WBBL|12 and BBL|16, providing exposure across both women’s and men’s competitions.
“We’re thrilled to partner with Omega for the next two seasons. They’re a family-focused brand and, at Thunder, family and community are at the heart of everything we do.”
“What really appealed to us was that shared commitment to bringing people together and building strong communities. Omega has been part of Australian households for many years, and we’re proud to partner with a brand that shares so many of our values.”
“It’s also fantastic to see Omega featured on both our WBBL and BBL playing shirts this summer, and we’re looking forward to working together to build a partnership that extends well beyond the cricket field.” – Trent Copeland, General Manager, Sydney Thunder
“Every summer, the BBL turns backyards and living rooms into the best seats in the house. At Omega, we design appliances for the people who love hosting those moments: the entertainers. Partnering with Sydney Thunder across both the WBBL and BBL is the perfect way to celebrate them, and the entertaining brand of cricket Thunder are known for.” – Nicholas Cary, Creative Director, Midea Residentia Australia
“At the heart of Omega is the art of entertaining, bringing people together and sharing those special moments. It’s something Sydney Thunder does so well through its connection with Western Sydney and the wider community. We’re thrilled to be joining Thunder Nation and a community that brings so many people together through their love of cricket.” – Mimi Collier, Content Creator, Midea Residentia Group
Perth Scorchers extend BMD partnership for two years
Perth Scorchers have secured a two-year extension with Australian engineering and construction company BMD, continuing the partnership across the next two WBBL and BBL seasons. BMD will retain its branding on the right sleeve of the Scorchers’ playing shirts, while the partnership will continue supporting community initiatives in Western Australia.
“We are looking forward to continuing our partnership with BMD for a further two years.”
“Our two organisations are closely aligned in our values and our commitment to the WA community, and we look forward to building on that connection.”
“We would like to thank BMD for their continued support as we head into WBBL|12 and BBL|16 seasons.” – Kade Harvey, General Manager, Perth Scorchers
“High performance is something we value across BMD, and we see that same commitment to teamwork, ambition and excellence in the Perth Scorchers. Combined with our shared family values and connection to the WA community, it’s a natural partnership for our business.”
“Through initiatives like the BMD School Holiday Program, we’ve seen how this partnership helps young Western Australians develop skills, build confidence and connect through sport. It’s also given us a valuable platform to showcase the diverse careers available in construction. We want more young people, particularly women and girls, to see what’s possible in our industry.”
“As our operations continue to grow across WA, inspiring the next generation of talent is an important part of building our future workforce. We’re proud to continue backing both the women’s and men’s Scorchers teams, supporting grassroots cricket and investing in the communities where our people live and work.” – Leon Fogliani, General Manager of WA, BMD
Sydney Thunder expands Plate It Forward social impact partnership
Sydney Thunder have expanded their agreement with social enterprise Plate It Forward, naming it Official Social Impact Partner for the next two seasons. The partnership includes a target of providing 5,000 meals to disadvantaged communities across Western Sydney this season, building on 627 meals delivered last summer.
“We’re incredibly proud to continue our partnership with Plate It Forward. Shaun and his team have really created something special and share our passion for making a real difference in the communities we represent.”
“At Thunder, we believe our impact extends well beyond the cricket field, and setting a goal of providing 5,000 meals this season is a fantastic opportunity to give back to those who need it most.” – Trent Copeland, General Manager, Sydney Thunder
“To partner with Sydney Thunder and have these elite players here at our restaurant is a beautiful thing.”
“So many of our staff love cricket and they come from cricket backgrounds. For them to see the players that they know and love out there cooking for their communities, driving change, is an incredible experience.”
“Our goal this year is to supply 600,000 meals across the world. We’re spreading across the country and even to other nations – we’re in Sri Lanka doing 2,700 meals a day there in partnership with Dilmah.”
“We can’t wait to see what we can achieve with the Sydney Thunder.” – Shaun Christie-David, Founder and Chief Executive Officer, Plate It Forward
Sydney Sixers sign waterdrop as Official Hydration Partner
Sydney Sixers have signed a one-year agreement with hydration brand waterdrop, naming it Official Partner, Official Hydration Partner and Official Refill Bottle Partner. The agreement includes branding on the back of the Sixers’ WBBL|12 playing shirts, refill bottles and hydration equipment for players and staff, and product sampling at home matches.
“We’re delighted to welcome waterdrop to the Sydney Sixers family this Summer.”
“Hydration is critical to elite performance, but what really stood out to us was waterdrop’s commitment to sustainability and reducing single-use plastics. Those values align strongly with our club and our community.”
“We’re excited to work together to enhance the experience of our players and fans throughout the season.” – Hayden McIntosh, General Manager, Sydney Sixers
“We’re thrilled to be partnering with the Sydney Sixers, one of the most recognised teams in Australian cricket, with such a passionate fan base and a brilliant connection to the Sydney community.”
“It’s particularly exciting to be joining the club ahead of the WBBL season and supporting the players both on and off the field.”
“Summer, cricket and staying hydrated are a natural match, and through this partnership we hope to introduce more Sixers fans to waterdrop®, inspiring them to drink more water and make more sustainable choices every day.” – Catherine Dix, Managing Director, waterdrop ANZ
Other Franchise Leagues: SA20 appoints Fever as ticketing partner while Toronto Sixers secure jersey sponsorship
Commercial developments across other franchise leagues include a ticketing technology agreement for South Africa’s Betway SA20 and a front-of-jersey sponsorship covering the Toronto Sixers’ men’s and women’s teams in Canada’s Super60 tournament.
Betway SA20 names Fever Official Ticketing Partner
Betway SA20 has appointed Fever as its Official Ticketing Partner, with the global entertainment technology platform managing online and on-site ticket sales across the league’s six stadiums. Fever will provide ticketing technology, transaction processing and 24/7 customer support, with sales beginning November 5 through the league’s official website ahead of Season 5 in January 2027.
“Fans are at the heart of everything Betway SA20 does, and the experience they have from the moment they buy a ticket to the moment they leave the venue matters as much as the action itself. Fever brings global best practice in ticketing and working together, our goal is to deliver a world-class experience for fans.” – Graeme Smith, League Commissioner, Betway SA20
“We’re proud to partner with Betway SA20, one of the most exciting global franchise cricket properties, as its Official Ticketing Partner. By combining our ticketing technology with data and insights, we can help the League better understand fan demand and continually improve the ticketing experience. Our dedicated support team will also be there to help fans throughout their ticketing journey.” – Sean Morris, General Manager, Fever
KIXO9 sponsors Toronto Sixers’ men’s and women’s teams at Canada Super60
Online casino and sports betting platform KIXO9 partnered with Toronto Sixers as Title Sponsor and front-of-jersey sponsor for the Canada Super60 tournament. The agreement placed KIXO9 branding prominently on the playing kits of both the men’s and women’s teams throughout their campaigns, which concluded with both squads winning their respective championships.
National Boards: Delta Exchange secures India–New Zealand series co-sponsorship
International bilateral cricket has attracted a new commercial agreement, with Delta Exchange securing sponsorship rights across India’s white-ball series against New Zealand.
Delta Exchange becomes co-sponsor of India–New Zealand white-ball series
Cryptocurrency derivatives platform Delta Exchange has signed on as co-sponsor of the India–New Zealand T20I and ODI series, running from October 22 to November 15. The agreement includes branding on stadium perimeter boards, digital screens, virtual pitch mats and official presentation and press conference backdrops, providing exposure across on-ground and broadcast coverage.
“Cricket is an integral part of India’s sporting culture, bringing together people across generations through their shared passion for the game. Our association with the India–New Zealand series reflects our continued interest in engaging with audiences through major sporting events. With the series spanning both T20Is and ODIs, we look forward to being part of the excitement around the matches and strengthening Delta Exchange’s presence in the country’s sporting landscape.” – Neeraj Thakur, Head of Marketing, Delta Exchange
Other: Wisden partners with Maiden Cricket as Ara secures Hagley Oval naming rights
Commercial developments beyond leagues and national teams include a women’s cricket kit partnership between Wisden and Maiden Cricket, alongside a three-year naming rights agreement covering facilities at New Zealand’s Hagley Oval.
Wisden names Maiden Cricket official women’s and girls’ kit partner
Wisden has signed a 12-month partnership with Maiden Cricket, naming the specialist women’s cricket apparel brand its Official Women’s and Girls’ Cricket Kit Partner. The agreement includes regular exposure across Wisden’s Women’s Cricket Weekly podcast and other media channels, alongside collaborative promotional activities. Maiden has also established a Player Advisory Board featuring current and former professional cricketers to support product development and business strategy.
“Until around two years ago, even the shorts we were given as professional players had pouches designed for boxes.”
“Some of the best players in the world have still been playing in kit designed for men. Earlier this year, I was involved in a situation where the men’s measurements had been used for a women’s game. How is this still happening when we’re full-time professionals?” – Fi Morris, Professional Cricketer and Maiden Player Advisory Board Member
“Pads for me were always a nightmare.”
“The straps were always too long and the pads too big and too heavy.” – Alex Hartley, Former England Cricketer and Maiden Player Advisory Board Member
“More people than ever watched this year’s Women’s T20 World Cup, but too many players are still being told to make do with kit that was never made for them. Cat and I know that feeling, and I don’t want the next generation to feel the way I did.”
“If we’re going to grow cricket, it has to start at grassroots, with girls feeling the game has got them, and that starts with the kit. Bringing the best players into the business means we build what female cricketers actually need, not what they’re expected to put up with.” – Honor Black, Co-Founder, Maiden Cricket
Ara Institute of Canterbury secures Hagley Oval naming rights
Ara Institute of Canterbury has signed a three-year sponsorship agreement with Canterbury Cricket Trust, securing naming rights to facilities at Christchurch’s Hagley Oval. The Hadlee Pavilion Stand will become the Ara Stand, the players’ tunnel will be renamed the Ara Tunnel, and broadcast structures will carry the Ara Towers name, providing branding exposure to spectators and broadcast audiences.
“There’s a natural connection between international education and international sport, and Hagley Oval provides a wonderful platform to bring those two worlds together.”
“We’re excited to welcome Ara into the Hagley Oval family and to support the work they are doing for international students.” – Suz Pearce, Executive Manager, Canterbury Cricket Trust
“At Ara, we believe education is about so much more than what happens in the classroom.”
“It’s about connection, belonging and being part of the vibrant city and region that make Ōtautahi Christchurch and Canterbury such special places to live, learn and thrive.” – Hayley Devoy, Director of Strategy, Planning and Performance, Ara Institute of Canterbury
Domestic and Franchise: Cricket Victoria partners with NetCaptain to support community cricket
Cricket Victoria has expanded its community cricket partnerships through a technology agreement aimed at improving training coordination and reducing administrative demands on volunteer coaches and club officials.
Cricket Victoria names NetCaptain training and scheduling partner
Cricket Victoria has appointed Melbourne-based NetCaptain as its Cricket Training and Net Session Scheduling Partner. The agreement will introduce community clubs to NetCaptain’s platform for organising training sessions, managing player availability and allocating net time across junior and senior cricket.
“NetCaptain is a great platform for community cricket because it addresses a challenge so many clubs face – making the most of training time while managing the demands on volunteers.”
“By simplifying session planning and adapting to changes in player availability, it can help coaches spend more time coaching and give players a fair share of time in the nets.”
“It’s great to have a Melbourne-built platform on board that understands the needs of local clubs. We look forward to working together to support coaches, volunteers and players across Victoria.” – Chris Harris, Coach Development Specialist, Cricket Victoria
