This week’s sponsorship activity showcased the continued maturation of cricket’s commercial ecosystem, with brands investing across international leagues, national teams, domestic competitions and emerging properties. Major renewals from Remitly, Da Vinci and OFM highlighted the value of long-term partnerships, while new agreements involving EcoLink, Sokin, BKT, IM8 Health, Masuri, Fain Sportswear and CREX demonstrated strong demand for franchise, venue, grassroots and fan engagement opportunities. The week also underlined cricket’s growing appeal to brands seeking community connection, athlete wellbeing and digital audience engagement, while the rising endorsement value of IPL sensation Vaibhav Sooryavanshi provided another reminder of the commercial power of the sport’s emerging stars.
IPL: Brands continue leveraging franchise partnerships to expand consumer reach
As IPL teams continue attracting major commercial partners, brands are increasingly using franchise associations to boost visibility, engage cricket fans, and strengthen their presence in key consumer markets.
EcoLink joins Rajasthan Royals as associate sponsor
Signify’s electrical brand EcoLink has become an associate sponsor of Rajasthan Royals for the IPL season, with the brand set to feature on the team’s head gear and across integrated promotional and digital campaigns.
“At Signify, we are committed to driving innovation and delivering meaningful value to our consumers. With EcoLink, our emerging electrical brand, we are focused on bringing reliable and accessible solutions to Indian homes. As we expand the brand’s presence across the country, the Indian Premier League offers a powerful platform to connect with millions of consumers. Our partnership with Rajasthan Royals allows us to engage with passionate cricket fans while bringing EcoLink closer to households across India. This collaboration reflects our ambition to strengthen the brand’s footprint and accelerate its growth in one of the world’s most dynamic markets.” — Sumit Joshi, Chief Executive Officer and Managing Director, Signify Greater India.
“Cricket is deeply embedded in India’s cultural fabric, and the upcoming season offers an unparalleled platform for brands to connect with audiences at scale. We have received a strong consumer response for our EcoLink BLDC fans across India. With our partnership with Rajasthan Royals, we aim to create high-impact visibility for EcoLink through on-ground presence, leading head gear branding, and integrated fan engagement initiatives. This partnership is a key part of our strategy to build a stronger consumer connect and reinforce EcoLink as a trusted, accessible BLDC fans brand for millions of Indian homes.” — Nikhil Gupta, Head of Strategy and Marketing, Signify Greater India.
“We are proud to partner with EcoLink and welcome them to the Rajasthan Royals family. The scale and reach of the Royals fan community allow us to offer a powerful platform to connect with fans through strong in-stadia presence, digital storytelling and year-round engagement. Through this association, we look forward to enabling meaningful visibility and fan interaction across the season.” — Alok Chitre, Chief Operating Officer, Rajasthan Royals.
England: Lord’s enhances fan experience through Diageo partnership
English cricket properties continue to attract major consumer brands, with venues using partnerships to strengthen hospitality offerings and enhance the spectator experience.
Diageo becomes official partner of Lord’s
Diageo has become an official partner of Lord’s, with Guinness, Guinness 0.0 and Pimm’s to be supplied across public bars, members’ areas and hospitality spaces at the venue.
“That pint of Guinness at Lord’s, as the crowd cheered me when I was on the balcony, was a drink I’ll never forget. A huge amount of attention to detail goes into a perfect pint of Guinness. It’s the same at Lord’s where everything is pristine and meticulous. For me and my friends, it’s always a lovely day for a Guinness, especially when watching the cricket at Lord’s.” — Sir James Anderson, Former England Cricketer.
“It is fantastic to partner with Diageo, bringing Guinness and Pimm’s to the fore at Lord’s this summer. The presence of Guinness, Guinness 0.0 and Pimm’s across our Members’ and Public Bars further strengthens our drinks offering and ensures that there is a drink for all tastes at Lord’s. I am confident our Members and visitors will enjoy the wide range of high quality and recognisable brands available to them this summer.” — Andy Muggleton, Commercial Director, Marylebone Cricket Club.
“We are thrilled to be partnering with Lord’s Cricket Ground, an iconic stadium and the Home of Cricket. We look forward to bringing beautiful pints of Guinness to the stadium, and many lovely days over the summer.” — Jamie Brooks, Sports Partnership Lead, Diageo.
MLC: Renewed partnerships underline cricket’s growing connection with multicultural U.S. audiences
Major League Cricket continues to strengthen relationships with brands targeting globally connected communities, with sponsors leveraging the league’s growing reach and cultural relevance as cricket expands across the United States.
Remitly renews as Major League Cricket’s Official Money Transfer Partner
Remitly has renewed its partnership with Major League Cricket and will continue as the league’s Official Money Transfer Partner for the 2026 season.
“Remitly has been an outstanding partner for Major League Cricket during a transformative period for our league, and this renewal reflects the strong strategic alignment between our brands. Both organizations are focused on bringing people together across borders through shared experiences, culture, and connection. That makes this partnership especially meaningful as we continue building cricket’s future in the United States.” — Johnny Grave, Chief Executive Officer, Major League Cricket.
“As the world’s second largest sport, cricket is one of the many ways people stay connected to family, culture, and community around the world. Major League Cricket has built something incredibly authentic and culturally resonant in the U.S. sports landscape, and we’re excited to continue growing alongside the league and its fans.” — Ankur Sinha, Chief Product and Technology Officer, Remitly.
Other Franchise Leagues: MI London strengthens commercial portfolio with new global partnerships
Ahead of the 2026 season of The Hundred, MI London has expanded its sponsorship roster with new agreements spanning financial services and tyre manufacturing, reinforcing the franchise’s growing commercial appeal under the Mumbai Indians ownership model.
Sokin becomes principal partner of MI London
Global payments platform Sokin has been named principal partner of MI London and will feature on the front of the men’s and women’s playing shirts throughout the 2026 season.
“The company was excited to join forces with MI London and deepen its association with sport. MI London represents excellence, innovation and global ambition, values that strongly align with Sokin’s own vision.” — Vroon Modgill, Chief Executive Officer, Sokin.
BKT Tyres joins MI London as official partner
BKT Tyres has become an official partner of MI London for The Hundred 2026 season, with its logo set to appear on the sleeves of the men’s and women’s playing kits.
“BKT are a committed supporter of sport around the world and we’re pleased to have their backing this summer as MI London take to the field at the Kia Oval. Just like our playing teams, BKT have shown that they put fans at the heart of everything they do and we’re going to work closely with them to celebrate everything that is great about cricket.” — Oli Slipper, Chair, MI London.
“Ambition, global vision and commitment to excellence are the foundations of our daily work, values that sport embodies at its highest level. Cricket has always been a key pillar of BKT’s sports marketing strategy, and this partnership represents another important milestone in our willingness of strengthening our connection with fans around the world through one of the sport’s most exciting new platforms.” — Rajiv Poddar, Joint Managing Director, BKT.
“The company viewed cricket as a powerful platform to connect with audiences worldwide. We are delighted to partner with MI London and further strengthen our association with world-class cricket properties.” — Rajiv Poddar, Joint Managing Director, Balkrishna Industries Ltd.
National Boards: Partnerships focus on athlete wellbeing and women’s cricket growth
National cricket bodies continue to attract support across categories including athlete nutrition and financial services, with brands investing in both elite international competition and the continued growth of women’s cricket.
IM8 Health becomes Official Health Supplements Partner of Cricket Hong Kong, China
IM8 Health has been named the Official Health Supplements Partner of the Hong Kong, China men’s team for the Asian Games Qualifier Tournament and the women’s team for the ACC Women’s Premier Cup.
“We are delighted to partner with IM8 Health. Nutrition and recovery are key components of an athlete’s preparation, and IM8’s mission to support individuals in achieving and maintaining optimal well-being through nutritional support, aligns perfectly with our commitment to providing our cricketers with the best. We look forward to building on this start and working on a longer-term partnership.” — Burji Shroff, Chairperson, Board of Directors, Cricket Hong Kong, China.
Da Vinci extends support for Netherlands Women ahead of T20 World Cup
Da Vinci Trading has continued as the main partner of the Netherlands Women’s Cricket Team through the ICC Women’s T20 World Cup 2026.
“We trust the process – in trading and in everything else we do. When we came on board for the qualifiers, we trusted this team and what they were building. What they achieved speaks for itself. We are proud to have been part of it, and we are excited to continue. We are behind them and excited for their journey.” — David Altunkaynak, Co-founder, Da Vinci Trading.
“We are extremely grateful to Da Vinci for continuing this journey with our women’s team. The support Da Vinci provided during the qualifiers was highly appreciated and created a very positive foundation for what has now become a historic achievement for Dutch women’s cricket. The fact that Da Vinci is a Dutch corporate partner also carries important value for us, as we continue building stronger connections between cricket and the Dutch business community. Most importantly, there is a genuine resonance between the values of the Da Vinci brand and the story, character, and ambitions of our women’s national team, which makes this partnership especially meaningful.” — Rashid Shah, Board Member, KNCB.
Endorsements: IPL breakout stars continue to drive brand demand
Strong on-field performances continue to translate into commercial opportunities, with emerging cricket stars attracting growing interest from brands and commanding higher endorsement values.
Vaibhav Sooryavanshi increases endorsement fees following IPL breakthrough
Rajasthan Royals batter Vaibhav Sooryavanshi has reportedly increased his endorsement fees following a record-breaking IPL 2026 season. The 15-year-old, who has already partnered with brands including Complan and Red Bull, is now reportedly seeking between INR 1.5 crore and INR 2 crore per endorsement deal after previously signing agreements valued at around INR 1 crore each.
“Before the IPL, he had signed with a few brands in the price range of Rs 1 crore, but now he is looking at Rs 1.5 to 2 crore for endorsements. He did the deals in the range of Rs 1 crore with Complan and Red Bull. That’s the approximate price range, but now he is looking at 1.5 to 2 crore.” — Industry Source, speaking to NDTV on condition of anonymity.
Other: Fan engagement partnerships continue to gain importance across the cricket ecosystem
Cricket organisations are increasingly investing in fan engagement and digital experiences, with partnerships designed to deepen audience interaction and strengthen connections between fans, players, and competitions.
CREX becomes Official Fan Engagement Partner of the Big Cricket League
CREX has partnered with the Big Cricket League as the league’s Official Fan Engagement Partner for its second season.
“Cricket today is driven as much by fan engagement and community interaction as it is by on-field action. The Big Cricket League is building an exciting platform that gives emerging cricketers an opportunity to play alongside some of the sport’s most iconic names. Through this partnership, we look forward to helping the league create a stronger connection with fans and deliver a more engaging cricket experience at scale.” — Purshotam Rawat, Chief Executive Officer, CREX.
“We are delighted to welcome CREX as the Official Fan Engagement Partner for the upcoming season of the Big Cricket League. Cricket today extends far beyond the boundary ropes, and meaningful fan engagement plays a crucial role in shaping the overall experience of the game. At BCL, we are committed to creating a league that not only showcases exciting cricket but also builds deeper connections between fans, players, and the stories that make this format truly special. We believe CREX will play an important role in helping us strengthen that journey.” — R.P. Singh, Founder and President, Big Cricket League.
“As the Big Cricket League continues to scale, enhancing fan engagement remains one of our biggest priorities. CREX’s strong cricket-first ecosystem and BCL’s differentiated format make this a highly complementary partnership. Together, we look forward to creating more interactive fan experiences, expanding the league’s digital reach, and bringing fans closer to the action than ever before.” — Annirudh Chauhan, Co-Founder and Chief Executive Officer, Big Cricket League.
Domestic and Franchise: South African teams strengthen commercial support ahead of the new season
Domestic cricket organisations in South Africa continue to expand and renew commercial partnerships across equipment, media and apparel categories as preparations intensify for the 2026/27 season.
Masuri becomes official helmet partner of North West Cricket and the Dragons
Masuri has been named the official helmet sponsor of North West Cricket and the North West Dragons for the next two years.
“North West Cricket and the Dragons brand are honoured and delighted to officially welcome Masuri Helmets as a new helmets partner of the Dragons Team. This partnership represent far more than commercial support; it reflects a shared vision of growth, excellence, community impact, and the continued advancement of cricket within our province and beyond.” — Tommy Phiri, Chief Executive Officer, North West Cricket.
OFM renews partnership with North West Cricket and the Dragons
OFM has renewed its partnership with North West Cricket and will continue as the official radio partner of the North West Dragons for the 2026/27 season.
“North West Cricket and the Dragons brand are honoured and delighted to officially welcome OFM on the renewal of its valued partnership of the Dragons Team.” — Tommy Phiri, Chief Executive Officer, North West Cricket.
“We extend our sincere appreciation to OFM for the continued trust and confidence shown in North West Cricket through the renewal of this important relationship.” — Tommy Phiri, Chief Executive Officer, North West Cricket.
Fain Sportswear signs three-year apparel partnership with Free State Cricket Union
Fain Sportswear has become the official apparel sponsor of Free State Cricket Union through a new three-year agreement.
“We are extremely happy to have signed with Fain. They have proven to be proficient in timeous delivery and exceptional quality. We absolutely love dealing with Fain, and this partnership ensures our team has the very best support when it comes to our apparel needs.” — Johan Van Heerden, Chief Executive Officer, Free State Cricket Union.
“We are absolutely delighted to partner with Free State Cricket Union. Aligning ourselves with an organisation of their calibre perfectly matches our vision for growth and excellence. We look forward to delivering world-class apparel that meets the high demands of professional athletes and contributes to their success both on and off the field.” — Shadley Ajam, Representative, Fain Sportswear.
