This week’s Global Sponsorship Roundup captures the breadth of cricket’s commercial momentum — from franchise inventory tightening in the IPL and PSL to national boards activating purpose-led partnerships, and the ICC Men’s T20 World Cup 2026 driving fresh streaming and broadcast investments across India. As brands double down on premium team alignments, athlete endorsements, and high-impact tournament integrations, the sport continues to demonstrate its unmatched ability to deliver scale, credibility and sustained fan engagement across formats and markets.
International Tournaments: ICC Men’s T20 World Cup 2026 Attracts Fresh Streaming and Broadcast Investment
The ICC Men’s T20 World Cup 2026 continues to reinforce its status as one of cricket’s most commercially powerful global properties, with new associate partners joining across both digital streaming and linear broadcast platforms in India.
Moneyview and General Insurance Council join JioHotstar as Associate Streaming Partners
JioHotstar has added fintech platform Moneyview and the General Insurance Council’s nationwide awareness initiative “Achha Kiya, Insurance Liya” as associate streaming partners for the ICC Men’s T20 World Cup 2026. Moneyview will activate through in-stream branding, mid-roll placements and performance-led digital campaigns, while the General Insurance Council will leverage streaming integrations to amplify insurance awareness messaging during the tournament.
Birla Opus and Sting Energy sign as Associate Broadcast Partners with Star Sports
Star Sports has onboarded Birla Opus and Sting Energy as associate broadcast partners for its linear coverage of the ICC Men’s T20 World Cup 2026. Birla Opus will receive multi-format exposure including co-branded billboards and in-match integrations, while Sting Energy secures prominent on-air visibility during live match coverage and surrounding programming.
Emirates, Rapido, Mahindra Auto and Kamla Pasand Pan Masala expand Star Sports broadcast roster
JioStar has confirmed Emirates as a “Co-Powered By” broadcast partner on Star Sports, with Rapido, Mahindra Auto and Kamla Pasand Pan Masala joining as associate broadcast partners for the tournament’s linear coverage across India.
IPL: Skybags Deepens Brand Play with CSK Alliance Ahead of 2026 Season
Chennai Super Kings continue to reinforce their commercial strength ahead of IPL 2026, with luggage brand Skybags securing a strategic category partnership as brands intensify competition for premium franchise inventory.
Skybags becomes Official Luggage Partner of Chennai Super Kings
Skybags has partnered with Chennai Super Kings (CSK) as the franchise’s Official Luggage Partner for the 2026 Indian Premier League season. The agreement will see Skybags integrated into CSK’s travel ecosystem, with branding on team travel gear, digital and social media collaborations, and potential co-branded retail initiatives.
Atul Jain, Managing Director and CEO, VIP Industries Limited, said, “Cricket is deeply woven into India’s cultural fabric, and CSK is one of the most respected and successful franchises in the cricket league. This partnership is a natural extension of Skybags’ philosophy of connecting with young, aspirational Indians through platforms they are most passionate about. CSK represents consistency, excellence, and talent, nurturing values that resonate strongly with our brand. This is just the beginning of many such meaningful sporting associations for Skybags.”
KS Viswanathan, Managing Director, Chennai Super Kings (CSK) added, “We are delighted to welcome Skybags to the CSK family as our Official Luggage Partner. We can now offer our fans an additional way to celebrate their passion for CSK. We are sure that this partnership will add to our fan experience and create even stronger connections with our supporters.”
PSL: Rawalpindi Appoints Global Brand Partner Ahead of PSL 11 Debut
Rawalpindi’s new PSL franchise has moved to formalise its long-term brand strategy ahead of PSL 11, appointing an international sports brand development agency to shape its identity and commercial positioning.
Rawalpindi appoints WildPigs as Global Sports Brand Development Partner
The Rawalpindi PSL franchise has appointed London-based agency WildPigs (formerly Designroom Sport) as its global sports brand development partner to lead the creation of the team’s franchise identity and long-term brand ecosystem.
WildPigs has previously worked across major international properties including the UEFA Champions League, FA Cup, Concacaf, SA20, the Football Association of Wales, FIBA, the International Tennis Federation (ITF), and contributed to the ECB’s Ashes identity work.
Franchise owner Ahsan Tahir said in an official press release that Rawalpindi sits at the heart of the team’s identity and vision, with the ambition to build a brand that represents the city’s passion, history, and people while appealing to both national and global audiences.
Tim Fox, spokesperson for WildPigs, said in the same release that the partnership represents an opportunity to help shape a new cricketing legacy in Rawalpindi, with an identity designed to unite fans, inspire players, and position the franchise on the global stage.
National Boards: Cause-Led Campaigns and World Cup Commercial Plays Gather Pace
National boards continued to expand both purpose-driven partnerships and tournament-linked commercial inventory, with Cricket Australia activating around a bilateral series and the Emirates Cricket Board adding a World Cup-facing team partner.
Cricket Australia and UNICEF Australia launch ‘Until Every Child Can Play’ campaign
Cricket Australia and UNICEF Australia have partnered for the ‘Until Every Child Can Play’ campaign during the NRMA Insurance Women’s International Series between Australia and India, with UNICEF featuring prominently in-stadia and across matchday activations.
Sophie Molineux, Australia T20 Captain, said:
“It’s an incredible partnership, to be working with UNICEF and trying to help every child have the opportunity to play. It’s basic human rights in terms of education, nutrition, healthcare – things like that which all lead to these opportunities to play and live long and healthy lives.
“Travelling the world, especially going to places that love their cricket, being able to see their culture and so many kids there that would love the opportunity to be able to play cricket, and learn and grow.
“We want to keep building awareness until every child can play.”
Libby Hodgson, UNICEF Australia Chief Marketing Officer, said:
“UNICEF Australia is extremely proud to be partnering with Cricket Australia, to help us deliver our crucial work for millions of children around the world who can’t make it to the pitch.
“We know cricket fans are passionate and engaged – and protecting the rights of children will resonate with them, giving fans across the country the opportunity to make a real difference, so UNICEF can deliver vital programs that ensure every child can grow up safe, healthy and able to experience the joy and possibility of play.”
Emirates Cricket Board signs STARTRADER as Official Team Partner for ICC Men’s T20 World Cup 2026
The Emirates Cricket Board has signed STARTRADER as an official team partner of the United Arab Emirates national cricket team, with the brand set to feature on the UAE’s playing jerseys during the ICC Men’s T20 World Cup 2026. The agreement was facilitated by ITW Universe and provides STARTRADER with on-field visibility throughout the global tournament.
Endorsements: Real Estate, FMCG, Gaming and Tech Tap Cricket’s Star Power
From legacy icons to emerging internationals, brands across real estate, snacking, gaming and refurbished electronics continued to leverage cricket’s influence to drive trust, relevance and scale.
Agami Realty appoints Sunil Gavaskar as Brand Ambassador
Mumbai-based real estate developer Agami Realty has appointed Sunil Gavaskar as its official brand ambassador, with the former India captain set to feature across integrated marketing campaigns, brand communications and strategic outreach initiatives.
Mr Prashant Khandelwal, Joint Secretary of CREDAI MCHI, and CEO of Agami Realty, said, “For a luxury real estate buyer, particularly for UHNI and mature investors, trust precedes design. As a brand, associating with an icon like Mr Sunil Gavaskar reflects our commitment to investing in legacy-driven projects. In addition to elevating our brand’s trust within the luxury segment, it offers our buyers strong reassurance when making high-value purchase decisions. The integrity, discipline and credibility shared by Mr Gavaskar and Agami Realty reassure our audience that we are an integral part of shaping Mumbai’s legacy and that we are here to stay.”
Sunil Gavaskar added, “I am honoured to represent Agami Realty, a brand whose values and ethos deeply resonate with my own. Our shared emphasis on integrity, trust and discipline, both on and off the field, makes this association feel deeply personal. I am delighted by the brand’s focus on preserving legacy and paying homage to the cultural emblems that constitute the inimitable fabric of Mumbai. I am certain that together, we will continue to build on these values and write the next chapter of Mumbai’s history.”
Healthy Master appoints Harshit Rana as Brand Ambassador
Healthy Master has named Indian fast bowler Harshit Rana as its new brand ambassador and launched its ‘Match Buddy’ campaign, positioning the brand as a healthier snacking alternative during the cricket season.
Tarun Agrawal, Co-Founder & CEO of Healthy Master, said, “At Healthy Master, we believe that healthier habits are built through small, intentional choices every day. Harshit’s journey reflects resilience, discipline, and an optimistic drive to come back stronger. His mindset aligns closely with how we think about food, honest, balanced, and sustainable. Through the ‘Match Buddy’ campaign, we want to inspire people to make mindful swaps in their snacking routines.”
Harshit Rana said, “Healthy Master stands for thoughtful nutrition and consistent quality, which are important aspects of an athlete’s daily routine. The brand’s approach to clean ingredients and mindful snacking fits well with the discipline required at a professional level, both on and off the field. I’m pleased to be associated with Healthy Master and to work together on promoting informed food choices. I also appreciate the support and representation provided by LegaXy in shaping this association.”
Amitesh Shah, Founder & CEO, LegaXy, said, “Harshit represents the next generation of Indian athletes, focused, disciplined and deeply connected to his roots. His association with Healthy Master brings together an athlete committed to performance and a brand centred on everyday nutrition and consistency.”
KRAFTON India names Yashasvi Jaiswal as Brand Ambassador for Real Cricket
KRAFTON India has signed Yashasvi Jaiswal as the official Brand Ambassador for Real Cricket, integrating the India batter into the mobile gaming franchise across gameplay modes and promotional campaigns.
Yashasvi Jaiswal said, “The preparation happens long before the first ball is bowled. Real Cricket captures that intensity – the focus, the strategy, the pressure of every decision. It’s a platform that lets fans step into that mindset, and I’m proud to be part of a franchise that takes the sport as seriously as we do on the field.”
Anuj Sahani, Head – KRAFTON India Gaming Incubator & Director, Publishing, KRAFTON India, said, “Yashasvi represents everything Real Cricket stands for – discipline, preparation, and performance under pressure. His journey mirrors the ethos we’ve built into the game: that success in cricket, whether on the field or on the screen, comes from understanding the sport deeply and respecting the craft. As we scale Real Cricket from a beloved homegrown franchise into a mainstream cricket platform, we needed an ambassador who embodies authenticity and resonates with the generation that plays as much as they watch. Yashasvi is that connection – a young, relatable cricketer whose mindset aligns perfectly with how millions of Indians now experience their favourite sport: interactively, strategically, and with genuine competitive intent.”
Edify appoints Ravi Bishnoi as Brand Ambassador and Angel Investor
Edify has appointed Indian cricketer Ravi Bishnoi as both brand ambassador and angel investor as it looks to scale its certified pre-owned electronics platform.
Ashwini Purohit, Co-founder, Edify, said, “India doesn’t lack devices. It lacks trust and accessibility. Our goal has been to rebuild the refurbished category from the ground up with technology, transparency, and a strong consumer experience. Ravi joining as both ambassador and investor signals that this shift is becoming mainstream.”
Ravi Bishnoi added, “Access to the right tools can change a person’s journey. Edify is making premium laptops accessible to people who need them most, and I’m excited to support that mission both as an ambassador and an investor.”
