From the IPL’s billion-dollar brand deals to grassroots-driven regional leagues and high-profile endorsements, cricket’s commercial ecosystem is thriving across formats and geographies. This edition of the Global Sponsorship Roundup explores how national boards, franchises, and star athletes are unlocking new value through innovative partnerships—whether it’s transit-linked campaigns in MLC, digital-first sponsorship tools in Australia, or wellness-driven endorsements led by legends like MS Dhoni and Wasim Akram. Together, these deals reveal a sport that’s not only growing in global reach but also evolving in the way it engages fans and brands alike.
(1) 🏏 IPL 2025 Sponsorship Spotlight: Ice Creams, Icons, and Immersive Brands Powered a Season of Fan-First Innovation
IPL 2025 wasn’t just a showcase of cricketing excellence—it served as a global case study in brand-building, immersive fan engagement, and high-stakes marketing. As franchises like Chennai Super Kings, Gujarat Titans, and Punjab Kings battled on the field, they also created off-field value through smart partnerships, bold digital campaigns, and community-driven activations. The season featured everything from edible cricket balls to Dhoni-fueled trust campaigns—turning every matchday into a marketing masterclass.
Gujarat Titans and Havmor Delivered a Playful Treat
Havmor Ice Cream x Gujarat Titans – “Enjoy It, Play It” Campaign
Havmor, part of LOTTE Wellfood, launched a limited-edition Choco Vanilla Cricket Ball Ice Cream in collaboration with the Gujarat Titans. The product featured a cricket ball-shaped container that doubled as a toy once the ice cream was finished, blending fun and functionality. Their “Tap & Balance Challenge,” promoted by GT players like Sai Sudharsan and Washington Sundar, was a digital hit and encouraged fans to join from across the country. GT COO Colonel Arvinder Singh noted the campaign’s success in deepening fan connections, while Havmor’s Rishabh Verma emphasized its goal of promoting play, joy, and child-friendly nutrition through a cricket-themed experience.
CSK’s Sponsor Lineup Remained a Masterclass in Brand Value and Legacy
Chennai Super Kings – The Gold Standard in IPL Sponsorship
Chennai Super Kings continued to set the benchmark in franchise marketing, drawing a powerhouse sponsor lineup for IPL 2025. From global names like Etihad Airways and FedEx to Indian stalwarts like Amul Protein, Gulf Oil, and JSW Paints, the roster spoke volumes about CSK’s brand strength. New-age brands like Vision11, Boldfit, and Ludic leveraged the team’s pan-India appeal and MS Dhoni’s enduring charisma to craft engaging campaigns. Dhoni remained the franchise’s commercial cornerstone, offering unmatched credibility and national resonance. CSK’s blend of legacy, emotional connection, and market stability once again made them the most bankable brand in the league.
Gujarat Titans Built a 360° Sponsorship Machine
GT’s Commercial Engine: From Dream11 to District by Zomato
Since entering the IPL in 2022, Gujarat Titans had quickly grown into a sponsorship powerhouse, and their 2025 lineup underscored that ascent. Dream11 served as the Principal Partner, anchoring the fantasy sports vertical with fan contests and gamified experiences. Associate partners like Torrent Group, Astral Pipes, Simpolo, and Jio provided both regional relevance and national scale. Merchandise tie-ups with SG, PlayR, and Chupps helped fans wear their loyalty with pride. Meanwhile, digital campaigns—ranging from AR fan experiences by Jio to wellness tips from Amul Protein—created rich engagement beyond the boundary. Ticketing partner District by Zomato streamlined fan access, while medical support from HCG ensured player readiness. The Titans’ integrated sponsorship ecosystem showed how to turn a young franchise into a marketing juggernaut.
Punjab Kings Backed Their On-Field Ambitions With a Deep Sponsor Bench
PBKS’ Commercial Revival Reflected a Franchise in Transformation
With Shreyas Iyer as captain and Ricky Ponting as head coach, Punjab Kings entered IPL 2025 with renewed intent—and their sponsorship strategy reflected that shift. Dream11 led as Title Partner, while a broad and varied set of brands supported the team across multiple sectors. Legacy players like Kingfisher and Amul added emotional resonance, while disruptors like Avon Cycles, Valvoline, and Real Cricket introduced performance, mobility, and tech-driven narratives. District by Zomato handled ticketing, integrating fan experiences into one seamless digital platform. With partners ranging from insurance (Kshema) to cosmetics (Dazller), PBKS built a diverse commercial foundation—signaling their ambition to convert financial momentum into long-awaited on-field success.
(2) 🍻 Lager, Local Roots, and Lasting Impact: English Counties Tap Into Fan Experience and Community Spirit
As the 2025 English county cricket season unfolds, sponsorships across the domestic circuit are highlighting the dual priorities of fan engagement and social inclusion. From premium matchday experiences to community-driven cricket initiatives, clubs are leveraging commercial partnerships to deepen their impact both on and off the field. Glamorgan and Worcestershire, in particular, exemplify how local relevance and long-term collaboration continue to shape the sponsorship narrative across county cricket.
Glamorgan and Heineken Continue to Raise the Bar at Sophia Gardens
Heineken x Glamorgan Cricket – Official Lager Supplier Renewal
Glamorgan Cricket has renewed its long-standing partnership with Heineken for the 2025 season, reaffirming a relationship that has already spanned more than a decade. As the official lager supplier, Heineken continues to serve a wide selection of premium beverages at Sophia Gardens, enhancing the matchday atmosphere for fans. Ed Rice, Glamorgan’s Head of Commercial, calls the partnership a key part of the club’s award-winning fan experience, while Heineken’s Dave Llewellyn highlights the strong foundation and mutual trust built over the years. The renewal signals Glamorgan’s commitment to high-quality hospitality and reflects Heineken’s continued investment in cricket as a lifestyle-driven platform.
Worcestershire Ambassadors Sponsor Street Sixes to Fuel Community Cricket
Worcestershire Ambassadors x Worcestershire Cricket Foundation – Street Sixes Sponsorship
The Worcestershire Ambassadors are backing the Street Sixes tournament, an initiative led by the Worcestershire Cricket Foundation to promote inclusion, youth empowerment, and community participation through cricket. With this sponsorship, the Foundation is able to expand the event—bringing in more teams, opening the doors to wider community involvement, and scaling up its mission to break down barriers through sport. Julia Williams of the Ambassadors calls the support a natural extension of their commitment to local impact. As the tournament grows, it stands as a vibrant example of how sponsorship can drive social good at the heart of county cricket.
(3) 🇺🇸 MLC 2025: Tech Titans, Transit Campaigns, and Data Resilience Drive American Cricket’s Commercial Charge
As Major League Cricket enters its pivotal 2025 season, franchise partnerships are becoming both deeper and more strategic. From Silicon Valley to Washington, D.C., teams are collaborating with forward-thinking companies across transit, payments, tech, and data resilience—each helping shape cricket’s cultural foothold in the U.S. These deals go beyond branding to deliver immersive fan experiences, meaningful access, and authentic storytelling rooted in American infrastructure, innovation, and identity.
San Francisco Unicorns and BART Bring Fans to the Game—Literally
BART x San Francisco Unicorns – Co-Promotion Transit Campaign
The San Francisco Unicorns have teamed up with Bay Area Rapid Transit (BART) to create a city-wide co-promotion campaign aimed at enhancing fan access to games at the Oakland Coliseum. BART is promoting Unicorns matches through station banners, digital screens, and scrolling game alerts, while offering ticket sweepstakes and travel tips in its BARTable This Weekend newsletter. In return, the Unicorns are providing player-driven content to showcase seamless gameday journeys using BART. Fans also benefit from exclusive ticket discounts tied to BART usage. With thousands expected at the team’s Family Day and inaugural home matches, this partnership positions BART as a central part of the Unicorns’ urban cricket narrative—and a catalyst for fan accessibility in America’s most transit-friendly MLC city.
Washington Freedom and Clover Launch Landmark Tech Partnership
Clover x Washington Freedom – Official Point-of-Sale & Kit Sponsor
Washington Freedom has secured a multi-year partnership with Clover, the smart point-of-sale platform from global fintech leader Fiserv. Clover now features prominently on Freedom’s playing kits and at all home matches, marking the brand’s first-ever foray into cricket. The partnership reflects Clover and Fiserv’s commitment to expanding their presence in emerging sports while shaping the commercial future of cricket in the U.S. With Freedom matches reaching national and global audiences, this collaboration elevates the team’s brand while introducing a fintech leader to cricket’s growing American fanbase. Franchise owner Sanjay Govil calls it a bold step in creating a “global sport with a local heartbeat,” while Clover views the deal as a gateway to more inclusive and tech-forward fan experiences across the league.
Seattle Orcas and Veeam Extend Data-Driven Partnership Through 2027
Veeam x Seattle Orcas – Founding Sponsor Extension
Veeam Software, the global leader in data resilience, has extended its founding sponsorship of the Seattle Orcas through 2027—doubling down on a partnership that mirrors cricket’s intensity with digital reliability. With stars like Heinrich Klaasen, David Warner, and Harmeet Singh thrilling fans, the Orcas are one of the league’s most high-octane franchises. Veeam activates this energy through employee events, watch parties, VIP experiences, and the prominent display of its brand across the team’s kits and digital assets. CEO Anand Eswaran compares cricket’s bounce-back mindset to Veeam’s mission of recovering fast from data disruptions—making this partnership as symbolic as it is strategic. The Orcas’ CEO Hemant Dua hails the alliance as “our secret weapon,” not just for performance, but for building community and establishing cricket as America’s next big summer obsession.
(4) 🌍 National Boards Go Digital, Regional, and Rooted: CA and CWI Forge New Commercial Paths
While much of cricket’s commercial spotlight tends to focus on leagues and franchises, 2025 is proving to be a pivotal year for national boards as well. Both Cricket Australia and Cricket West Indies have announced innovative new partnerships that reflect their evolving commercial strategies—one embracing digital transformation, the other leaning into regional pride and cultural connection. Together, these deals show how governing bodies are increasingly focused on building smarter ecosystems for sponsors and deeper engagement for fans.
Cricket Australia Unveils CrowdCatch with Partnerbrite to Power Smarter Digital Sponsorships
Partnerbrite x Cricket Australia – Launch of the CrowdCatch Ad Tech Platform
Cricket Australia has teamed up with global ad tech firm Partnerbrite to launch CrowdCatch, a digital-first sponsorship platform designed to transform how brands connect with cricket fans. The new tool enables CA’s commercial partners to run hyper-targeted campaigns across social and video platforms like Instagram, YouTube, Facebook, TikTok, and LinkedIn—all while preserving user data privacy.
The timing is ideal: following the record-breaking success of the Women’s Ashes and the Border-Gavaskar Trophy, CA is seeing unprecedented digital momentum. CCO Ed Sanders called the platform “a game-changer” for commercial engagement, while Partnerbrite’s Seb Lear emphasized its ability to turn CA’s vast fan data into actionable marketing intelligence. Already used by the likes of Tottenham Hotspur and the San Francisco 49ers, Partnerbrite’s entry into cricket via CA marks a significant leap for how sponsorships in the sport are activated and measured.
Courts Teams Up with Cricket West Indies in a Cultural Alliance Rooted in Caribbean Identity
Courts x Cricket West Indies – Official Commercial Partner Across the Caribbean
Cricket West Indies has struck a powerful new partnership with Courts, the beloved Caribbean home furnishings brand and a household name across the region. Signed just before the launch of CWI’s “Full Ah Energy” home series, the alliance goes beyond logos—symbolizing a cultural fusion of two pillars of Caribbean life.
Courts will support grassroots cricket, regional tournaments, and fan engagement initiatives as part of its deepened commitment to community empowerment. CWI CEO Chris Dehring highlighted the “perfect alignment” of the two brands, both deeply ingrained in the Caribbean’s social fabric. Felix Siman of Courts echoed the sentiment, saying the partnership is about investing in the dreams of the region’s people and strengthening connections that already span generations.
Together, Courts and CWI aim to embody the Caribbean spirit—bold, resilient, and united—while bringing fans closer to the game they love and supporting the next generation of West Indies talent.
(5) 🌟 Endorsements 2025: Cricketers Shape Brands From Skincare to Skyscrapers
From iconic captains and fitness legends to the next-gen faces of Indian cricket, top players are not just winning matches—they’re fronting lifestyle, wellness, tech, and tourism campaigns across the globe. These endorsements signal how brands are increasingly turning to cricketers for authenticity, reach, and emotional resonance. Whether it’s redefining energy drinks, transforming travel campaigns, or leading a wellness revolution, cricketers continue to wield massive commercial influence across sectors.
Virat Kohli and Anushka Sharma Explore Dubai in New Tourism Campaign
Visit Dubai x Virat Kohli & Anushka Sharma – “Ready For a Surprise” Campaign
Virat Kohli and Anushka Sharma have partnered with the Dubai Department of Economy and Tourism for a destination-first campaign titled “Dubai, Ready For a Surprise.” The cinematic campaign highlights Dubai’s vibrant offerings beyond its usual landmarks—showcasing parasailing, luxury dining, and spontaneous cultural moments. Presented through Virat’s thoughtful planning for Anushka, the film positions Dubai as a place for emotional connection, new discoveries, and unexpected magic. With a multi-platform rollout, the campaign blends storytelling, tourism, and star power—tapping into their authentic love for the city to drive appeal across India and beyond.
Shreyas Iyer Becomes the Face of Hell Energy Drink in India
Hell Energy x Shreyas Iyer – India Brand Ambassador
Hell Energy Drink has signed Indian international cricketer Shreyas Iyer as its official face in India. Known for his flair and grit, Shreyas fronts Hell Energy’s #WinWithHell campaign, aiming to connect with India’s bold, energetic youth. The brand sees Shreyas as a “go-getter” who reflects their fearless, performance-driven ethos. This marks a high-impact entry into India’s growing energy drink market, and positions Hell alongside a cricketer whose personality mirrors the product: high-octane, stylish, and built for intensity.
Wasim Akram Leads Wellness Campaign as Global Ambassador for Hashmi Ispaghol
Hashmi Pakistan x Wasim Akram – Global Brand Ambassador
Cricketing legend Wasim Akram has been named global ambassador for Hashmi Ispaghol, the flagship natural supplement from Hashmi Pakistan. At a high-profile launch event in Karachi, Akram spoke about his passion for healthy living and how Hashmi’s commitment to wellness aligns with his values. The brand, with a 229-year legacy, aims to use Akram’s influence to promote digestive health and daily fiber intake across markets. For Hashmi, Akram brings more than celebrity—he brings trust, authority, and a generational connection to wellness.
MS Dhoni Is “Captain Cool” in Dettol’s Icy Cool Hygiene Campaign
Dettol Icy Cool x MS Dhoni – Brand Ambassador for Hygiene Range
Dettol has onboarded MS Dhoni to front its new Icy Cool line of soaps, bodywash, and handwash. The campaign taps into Dhoni’s legendary calm under pressure, using the tagline “Body cool toh mind cool.” In the TVC, a young cricketer facing a high-stakes moment is reassured by Dhoni—who steps out of a poster to hand him Dettol Icy Cool. The cooling and germ-protection product is positioned as an ally in high-pressure moments, making Dhoni the perfect ambassador to deliver both performance and protection in the Indian summer.
Jonty Rhodes Joins UpUrFit as Investor and Wellness Evangelist
UpUrFit x Jonty Rhodes – Strategic Investor and Brand Ambassador
Jonty Rhodes has partnered with Indian sports wellness brand UpUrFit not only as a brand ambassador but as a strategic investor. Known for his legendary fielding and fitness, Jonty was drawn to UpUrFit’s clean-ingredient approach and high-performance product line. After personally testing the products, he chose to join the brand’s journey, offering product insights and strategic vision. His involvement goes beyond endorsement—it reflects leadership in shaping the company’s roadmap as it targets India’s growing performance wellness market.
(6) 🇮🇳 Regional Cricket, National Brands: Indian Franchise Leagues Build Deeper Roots with Local Powerhouses and Big-Ticket Backers
As India’s domestic T20 ecosystem continues to flourish beyond the IPL, state-run leagues like the Maharashtra Premier League, Madhya Pradesh League, and T20 Mumbai League are becoming important commercial platforms in their own right. The 2025 season marks a new era of strategic expansion, grassroots impact, and regional identity—with sponsorships playing a pivotal role in elevating fan engagement and professionalizing operations. From Adani to Dream11, from regional transit campaigns to global energy drinks, these partnerships reflect the growing commercial sophistication of Indian regional cricket.
Ratnagiri Jets Power Grassroots Cricket with Gadre Marine and SNIX Sports
Gadre Marine & SNIX Sports x Ratnagiri Jets – Official Sponsor & Merchandise Partner
Ahead of Season 3 of the Maharashtra Premier League (June 4–21 for men, June 5–14 for women), the two-time champion Ratnagiri Jets added Gadre Marine as an official sponsor and SNIX Sports as their merchandise partner. These brands join an already robust sponsor portfolio including Fleetguard Filtrum and Chitale Bingebar, all united by a vision to uplift grassroots cricket in Maharashtra. Franchise leaders Rajan Navani and Praful Chandawarkar emphasized the importance of regional investment and inclusive development across men’s and women’s cricket. The move further solidifies the Jets as a purpose-driven, community-first franchise with long-term ambitions.
Adani Group Takes Center Stage in the Madhya Pradesh League
Adani Group x MPL – Title Sponsor for 2025
The Madhya Pradesh League announced Adani Group as its title sponsor for the 2025 season, backing both the expanded men’s tournament and the newly launched women’s competition. Organized by the Gwalior Division Cricket Association under MPCA, the league now features seven men’s teams and three women’s teams—incl
