This week’s global cricket sponsorship activity highlights a strong shift towards sustainability-led partnerships and platform-scale strategies across franchise cricket. In the IPL, renewable energy brands took centre stage with multi-team and front-of-jersey deals, while fintech players expanded aggressively through multi-franchise partnerships and fan engagement integrations. Alongside this, franchises continued to diversify into performance, merchandise and banking categories, while off the field, global and domestic brands deepened their investment in athlete endorsements to connect with younger, lifestyle-driven audiences.
IPL: Renewable energy, fintech and consumer brands reshape sponsorship mix ahead of 2026
The IPL 2026 commercial landscape reflects a clear shift towards sustainability, fintech, and performance-led categories, alongside continued strength in traditional sectors such as consumer goods and banking. Multi-team strategies, deeper renewals, and purpose-driven partnerships underline how brands are increasingly using the league as a platform for both scale and storytelling.
Waaree Energies becomes title sponsor of Rajasthan Royals
Waaree Energies has signed as Title Sponsor of Rajasthan Royals, securing the front-of-jersey position across match and training kits, alongside digital and fan engagement integrations.
“Cricket is not just a sport in India. It’s a cultural force that connects and influences millions. Our partnership with Rajasthan Royals lets us take the message of clean energy from industry corridors to the hearts of people across the country. Together, we are championing a larger purpose: accelerating India’s journey towards a greener, more sustainable future.” — Hitesh Doshi, Chairman and Managing Director, Waaree Energies.
“We are thrilled to welcome Waaree Energies as our Main Principal Sponsor. This partnership reflects our philosophy of transforming society through cricket and innovation. Waaree’s leadership in the energy transition fits perfectly with our goal of building a purpose-driven franchise.” — Alok Chitre, Chief Operating Officer, Rajasthan Royals.
Pure Nutrition becomes Official Sports Nutrition Partner of Chennai Super Kings
Pure Nutrition has partnered with Chennai Super Kings as Official Sports Nutrition Partner, integrating into the team’s performance ecosystem while launching co-branded supplement products.
“Partnering with Chennai Super Kings is a proud milestone for us. CSK stands for discipline, resilience and excellence — values we share at Pure Nutrition. Together, we’re making a powerful statement about the role nutrition plays in building champions.” — Sushil Khaitan, Founder, Pure Nutrition.
“Nutrition is central to performance, recovery and longevity in elite sport. Our partnership with Chennai Super Kings gives us a powerful platform to advocate for performance-driven nutrition that makes a real difference to athletes at every level.” — Anmol Choubey, Director and Chief Operating Officer, Pure Nutrition.
“At Chennai Super Kings, we believe sustained performance at the highest level is built on preparation, discipline and the right support systems. Nutrition plays a critical role in enabling athletes to perform well. We are delighted to partner with Pure Nutrition, a brand that shares our commitment to excellence and scientific approach to performance. Together, we look forward to promoting the importance of clean, effective sports nutrition to athletes and fans alike.” — K. S. Viswanathan, Managing Director, Chennai Super Kings.
Hyve becomes Official Merchandise Partner of Chennai Super Kings
Hyve has partnered with Chennai Super Kings to design, manufacture and distribute official merchandise, spanning apparel and fan accessories.
“Our brand seeks its name from the hive and is inspired by the resilient energy of the bumblebee. The collaboration with CSK combines this energy with the roaring spirit of the lions. United by the colour yellow and a shared philosophy of persistence and performance, this partnership is designed for those who never back down. We look forward to engaging with millions of Yellove Fans and becoming the cultural hub of the super kings.” — Rakesh Rajeev, Founder, Hyve.
“At CSK, we value partners who share the same desire and hunger to excel. We are highly impressed with the youthful exuberance of new-age D2C brands like Hyve. Right from the first meeting, they have demonstrated how modern-day businesses thrive on fast-paced execution. We wish Hyve the very best and are hopeful they will delight our Yellove Army with their wide range of CSK merchandise.” — Kasi Viswanathan, Managing Director, Chennai Super Kings.
GREW Solar signs multi-team partnership with Mumbai Indians and Gujarat Titans
GREW Solar has partnered with Mumbai Indians and Gujarat Titans as Solar Energy Partner, including headgear branding with Gujarat Titans and multi-platform integrations across both franchises.
“Gujarat is India’s solar capital, and partnering with the Gujarat Titans is a seamless synergy; a state that leads in solar and a team that embodies that same pioneering spirit. Adding Mumbai Indians makes this a national play, connecting us with India’s most ambitious, forward-thinking audiences. Cricket reaches every Indian and increasingly, so should solar energy. This is a strategic decision that puts GREW Solar’s message of clean, affordable energy exactly where it belongs: one of the world’s biggest stages. We are powering the next.” — Vinay Thadani, Chief Executive Officer and Director, GREW Solar.
“We are pleased to partner with GREW Solar, a brand that shares our spirit of innovation and rapid growth. Both Gujarat Titans and GREW Solar have emerged strongly since 2022, and this partnership reflects a shared ambition to lead and inspire. We look forward to building a meaningful association that connects with fans while championing the importance of sustainable progress.” — Arvinder Singh, Chief Operating Officer, Gujarat Titans.
“GREW Solar’s vision to make clean energy more accessible resonates with our belief in progress and excellence. We’re excited to build this association together.” — Spokesperson, Mumbai Indians.
Nippon Paint becomes Official Partner of Punjab Kings
Nippon Paint India has partnered with Punjab Kings as Official Partner, with right sleeve jersey branding and integrated fan engagement activations.
“We are delighted to join hands with Punjab Kings. They are a team that embodies tremendous energy, fearless spirit, and the relentless will to win. The team’s ‘Never Give Up’ attitude resonates deeply with Nippon Paint’s core values. This same resilient spirit is what drives our #NayeIndiaKeNayeRang vision as we celebrate a dynamic, unstoppable nation on the move. The IPL gives us an extraordinary platform to connect with cricket fans across every corner of India, and through this partnership, we intend to do exactly that with colour, with energy, and with the full force of both brands.” — Sharad Malhotra, Managing Director, Nippon Paint (India) Group.
“The IPL is India’s most powerful platform for reaching younger consumers at scale — and Punjab Kings, with their vibrant identity and passionate fanbase, are the ideal partner for Nippon Paint as we accelerate our brand’s growth across India. This partnership is not just a jersey placement. We endeavour to build deep, lasting connections with the next generation of Indian consumers.” — Mark Titus, President Decorative Coatings Business, Nippon Paint India.
“We are thrilled to welcome Nippon Paint to the Punjab Kings family. Their strong reputation for leadership, innovation and quality aligns well with our team’s ambition and competitive spirit. With some of the most promising young and experienced talent in the squad, we intend to build a successful season, with Nippon Paint being a part of that journey.” — Satish Menon, Chief Executive Officer, Punjab Kings.
“It is our pleasure to have Nippon Paints join the Punjab Kings family. As a brand known for innovation and quality, it aligns with our vision of building a dynamic and high-performance franchise. We look forward to having a great season, with such like-minded partners to back us.” — Saurabh Arora, Chief Commercial Officer, Punjab Kings.
EcoLink becomes Associate Sponsor of Rajasthan Royals
EcoLink has signed as Associate Sponsor of Rajasthan Royals, with branding on player headgear and integrated activations across digital and in-stadium platforms.
“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 T20 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 headgear 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 for Greater India, Signify.
“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.
Ai+ Smartphone becomes Official Smartphone Partner of Mumbai Indians and Kolkata Knight Riders
Ai+ Smartphone has partnered with Mumbai Indians and Kolkata Knight Riders as Official Smartphone Partner, offering fan experiences including meet-and-greets and exclusive content.
“Sport has a unique ability to bring people together in moments of shared excitement and aspiration.” — Madhav Sheth, Chief Executive Officer, Ai+ Smartphone and Founder, NxtQuantum Shift Technologies.
HMD becomes Associate Sponsor of Rajasthan Royals
HMD has extended and upgraded its partnership with Rajasthan Royals to Associate Sponsor, with branding on the back of player helmets.
“Continuing our association with Rajasthan Royals for our third innings feels like coming home on the field. It’s about putting HMD right in the line of sight for fans everywhere. This isn’t just branding; it’s about sharing the Royals’ grit and connecting with cricket lovers who expect their gear to last as long as the game’s thrill. This partnership coincides perfectly with our upcoming smartphone launch, already creating noticeable pre-buzz in the target markets for the masses. Fans are buzzing about HMD’s rugged, reliable tech that matches the Royals’ unyielding spirit, bridging cricket fever with advanced innovation just in time for the big reveal.” — Ravi Kunwar, Vice President and Chief Executive Officer, HMD India and APAC.
“Partnering with HMD aligns perfectly with our high-energy ethos. It puts their branding where the action heats up, on every bold shot. This isn’t just a deal; it’s shared fire that amps excitement in stadiums and beyond, pulling in cricket nuts who live for that raw edge in tech and on the field. This third-year partnership opens doors to our worldwide supporters, fueling excitement that resonates far beyond the stadiums.” — Alok Chitre, Chief Operating Officer, Rajasthan Royals.
Scapia becomes Official Partner and Livpure renews with Gujarat Titans
Scapia has joined Gujarat Titans as Exclusive Credit Card Partner, while Livpure has renewed its partnership with the franchise.
“At Scapia, we believe the best memories are created through experiences. Our partnership with Gujarat Titans is about bringing fans closer to the game they love, not just as spectators, but as insiders. We are excited to unlock moments that fans rarely get to see. With this partnership, we will give Scapia users a rare glimpse into the team’s world – from matchday energy to behind-the-scenes moments.” — Anil Goteti, Founder and Chief Executive Officer, Scapia.
“Cricket in India is far more than a sport; it is a shared cultural emotion that brings millions of people together and shapes conversations across the country. For Livpure, this makes it a powerful platform to build deeper and more meaningful connections with consumers. Extending our association with Gujarat Titans allows us to tap into this high-engagement ecosystem while strengthening our relevance among new-age consumers. As we continue to evolve into a more holistic consumer brand, this partnership will play an important role in reinforcing Livpure’s positioning as a modern, dynamic brand aligned with the needs of today’s India.” — Rakesh Kaul, Managing Director, Livpure.
Utkarsh Small Finance Bank becomes Official Banking Partner of Mumbai Indians
Utkarsh Small Finance Bank has partnered with Mumbai Indians as Official Banking Partner, focusing on national visibility and fan engagement.
“We are delighted to partner with Mumbai Indians, a team that has consistently set benchmarks in performance, leadership, and fan engagement. This association reflects our commitment to building stronger connections with customers across India while reinforcing our brand’s visibility through one of the nation’s most celebrated sporting platforms.” — Govind Singh, Managing Director and Chief Executive Officer, Utkarsh Small Finance Bank Limited.
“We are pleased to welcome Utkarsh Small Finance Bank to the Mumbai Indians family. Their strong values, customer-centric approach, and commitment to financial inclusion resonate with our philosophy. We look forward to an impactful partnership.” — Spokesperson, Mumbai Indians.
All Seasons Water renews as Principal Sponsor of Punjab Kings
All Seasons Water has renewed its deal as Principal Sponsor of Punjab Kings, retaining prominent jersey branding and integrated activations.
Reliance Jio and Kent RO renew as Principal Sponsors of Punjab Kings
Reliance Jio and Kent RO have renewed as Principal Sponsors of Punjab Kings, securing prominent jersey visibility and integrated marketing activations.
Navi UPI signs multi-team Official Payments Partnerships
Navi UPI has partnered with Royal Challengers Bengaluru, Chennai Super Kings and Sunrisers Hyderabad as Official Payments Partner, activating across fan engagement and match integrations.
“The tournament brings together millions of people across the country in a way few platforms can. Our partnerships this season are about showing up where the energy is at its highest and connecting Navi UPI with everyday payment moments at scale. Whether it’s in the middle of a match or outside of it, the expectation today is simple: payments should be instant, seamless, and effortless. That’s exactly what we deliver with Navi UPI.” — Rajiv Naresh, Managing Director and Chief Executive Officer, Navi.
Wrogn renews as Official Merchandise and Lifestyle Partner of Sunrisers Hyderabad
Wrogn has renewed its partnership with Sunrisers Hyderabad as Official Merchandise and Lifestyle Partner, continuing to develop and distribute official fan apparel.
GMR Group renews Principal Sponsorship with Delhi Capitals
GMR Group has extended its Principal Sponsorship with Delhi Capitals, retaining prominent sleeve branding on match and training kits.
Endorsements: Sustainability and lifestyle brands tap cricket’s biggest names
This week’s endorsement activity highlights two clear themes — sustainability-led companies leveraging credibility and trust, and global lifestyle brands aligning with modern athlete identity. Both deals reinforce how cricketers continue to serve as powerful bridges between consumer culture and emerging industry narratives.
Crocs appoints KL Rahul as Global Brand Ambassador
Crocs has signed KL Rahul as Global Brand Ambassador, marking its push into athlete-led lifestyle positioning through its ‘Play Hard. Rest Easy.’ campaign.
“I’m excited to partner with Crocs and be part of a campaign that feels so true to my lifestyle. Cricket involves constant travel, training and long days on the field, so comfort becomes really important. Crocs are easy, stylish, versatile and something I naturally reach for off the field. ‘Play Hard. Rest Easy.’ reflects that balance for me—giving your best when it matters and then taking the time to relax and recharge.” — KL Rahul, Cricketer.
“India is a key growth market for Crocs, and partnerships that connect with the country’s passion for sport and culture are central to how we build the brand here. ‘Play Hard. Rest Easy.’ reflects our belief that comfort and self-expression are essential to everyday moments, both on and off the field. K.L. Rahul represents a new generation of athletes who seamlessly balance performance with personal style, making him a natural partner as we continue to strengthen Crocs’ presence in India.” — Manoj Juneja, Country Manager, Crocs India.
“The idea behind the campaign was to tell a story about sport beyond the field, those in-between moments that rarely get seen but are very real for athletes. KL Rahul embodied that balance perfectly. With Achowe directing the film, we were able to bring that world to life in a way that feels natural, personal and true to the spirit of Crocs.” — Sidhant Mago, Creative Head, Daftar Creative Room.
JAKSON Group appoints Sourav Ganguly as Brand Ambassador
JAKSON Group has appointed Sourav Ganguly as Brand Ambassador, leveraging his leadership profile to strengthen visibility across its clean energy and infrastructure portfolio.
“We are delighted to welcome ‘Dada’ to the JAKSON family. Sourav Ganguly embodies leadership, resilience, and performance – values deeply aligned with us. This partnership reflects a shared belief in staying ahead and delivering consistently. With his credibility, we are confident this association will strengthen our brand and accelerate the adoption of our sustainable solutions across India and globally. Our growth is anchored in strong leadership, supported by Mr Sundeep Gupta, Vice Chairman, and Mr Bikesh Ogra, Vice Chairman and Global Chief Executive Officer, Jakson Green, along with the next generation driving the Group forward.” — Sameer Gupta, Chairman and Managing Director, JAKSON Group.
“JAKSON’s vision across the entire value chain of distributed power, solar energy, green molecules, and infrastructure – power, metro, civil, and water, is both timely and impactful. I am excited to associate with a brand contributing meaningfully to India’s energy transition and a greener future.” — Sourav Ganguly, Former India Captain.
Domestic and franchise: Wellness partnerships drive player performance focus in South Africa
Domestic cricket continues to deepen its commercial mix through performance and wellbeing-led partnerships, with franchises increasingly aligning with fitness and lifestyle brands to support player development while enhancing fan engagement.
Virgin Active becomes Exercise and Wellness Partner of Western Province Professional Cricket
Virgin Active South Africa has partnered with Western Province Professional Cricket as Exercise and Wellness Partner in a three-year deal, providing squad-wide access to training facilities and enabling matchday activations at Newlands.
“This partnership ensures that every Western Province player has the opportunity to train, recover and perform at their best. What excites us most is the access this gives our non-contracted players, who are an important part of our pipeline and future success. Virgin Active has shown real commitment to our players’ wellbeing, and we look forward to growing this partnership in a way that benefits both our teams and our supporters.” — Corrie van Zyl, Chief Executive Officer, Western Province Cricket Association.
“We are excited to have the Western Province cricketers training at Virgin Active and to be a part of this journey with the players. Cricket is an integral part of South African sporting culture, and we are proud to back the players as we go into an important year for the sport.” — Hilary Lumb, Corporate Relations Manager, Virgin Active South Africa.
