This edition of the Global Sponsorship Roundup brings together the star power of Bollywood, the precision of corporate partnerships, and the growing global vision of cricket’s institutions. From Ajay Devgn stepping into the ISPL arena as the Ahmedabad franchise owner, to Toyota’s landmark deal as title partner of the PCA Awards, and Warwickshire’s cross-continental alliance with Lahore Qalandars — the week showcases how cricket continues to expand its cultural, commercial, and geographic frontiers. Whether it’s safety-first innovation in South Africa or grassroots backing in Oman, the business of cricket is accelerating with purpose and imagination.
IPL Sponsorship Spotlight – Power, Purpose & Presence
As the IPL continues to dominate cricket’s commercial landscape, brand associations with marquee franchises like Mumbai Indians are proving to be more than just logo placements. Lauritz Knudsen, a key player in India’s electrical and automation space, has launched a high-impact campaign using its principal partnership with the Mumbai Indians to tell a powerful story about progress, reliability, and national growth. This week’s activation illustrates how IPL partnerships can drive deeper messaging and broader consumer engagement beyond the boundaries of sport.
Lauritz Knudsen Taps MI Superstars for “Powering a Non-Stop India” Campaign
Lauritz Knudsen Electrical and Automation, in collaboration with creative agency Saatchi & Saatchi India, has rolled out its new campaign — “Powering a Non-Stop India” — featuring Mumbai Indians icons Hardik Pandya, Rohit Sharma, and Suryakumar Yadav. As principal partners of the IPL giants, Lauritz Knudsen leverages the team’s national popularity to drive awareness around the brand’s mission of enabling India’s 24/7 momentum — from hospitals to households, factories to infrastructure.
Rajat Abbi, Vice President, Marketing, Greater India, Schneider Electric, said:
“Empowering bold and future-ready operations is at the heart of what we do through campaigns that resonate with our consumers. In that spirit, the ‘Powering a Non-Stop India’ campaign creatively captures how Lauritz Knudsen powers resilience, from hospitals to homes, reinforcing the brand’s pivotal role in driving India forward, non-stop.”
Rohit Malkani, Chief Creative Officer, Saatchi & Saatchi India, said:
“When you have three giants from the cricketing world and a giant in the Electrical and Automation space, it makes for a film that rises above the ordinary. Much like Lauritz Knudsen itself, the film moves nonstop and seamlessly through various verticals and scenarios capturing how the brand works smartly to power a nonstop India. It has been a delightful experience to work on this campaign.”
Atin Wahal, Executive Director, Saatchi & Saatchi India, said:
“Our partnership with Lauritz Knudsen goes beyond campaigns. We are here to build the brand’s narrative. This campaign represents the spirit of what Lauritz Knudsen really stands for. It is the foundation for defining the brand’s voice, purpose, and relevance in today’s market. The work we’re doing now reflects the trust Lauritz Knudsen has placed in us.”
This is a strategic blend of celebrity endorsement, purpose-driven storytelling, and B2B positioning — powered by the IPL’s unmatched marketing reach.
English County Cricket – Global Vision, Local Roots
Warwickshire County Cricket Club is embracing a global outlook with its newly announced strategic alliance with Lahore Qalandars, marking a significant moment of international collaboration in the county game. As English cricket increasingly opens its doors to overseas investment and partnerships, this joint venture signals a forward-thinking approach rooted in talent development, community upliftment, and cross-border synergy. With initiatives launching in 2026 and beyond, this is more than a commercial move — it’s a long-term bet on cricket as a tool for social and sporting transformation.
Warwickshire CCC and Lahore Qalandars Forge Groundbreaking Global Partnership
Warwickshire County Cricket Club has announced a landmark global partnership with Lahore Qalandars, forming a joint venture that will see the two clubs collaborate on talent development, grassroots investment, community initiatives, and commercial expansion across Birmingham and Lahore. The alliance will officially launch in Autumn 2025, with multiple programs rolling out from 2026 onwards — including coach and player exchanges, scouting networks, academies, and youth development pipelines.
The partnership arrives on the heels of Warwickshire’s acquisition of Birmingham Phoenix, in partnership with Knighthead LLP, further expanding the club’s vision for long-term growth and influence within and beyond the UK.
Abraham Khan, Finance Director of WCCC, positioned the deal as a transformative step for the club:
“Collaborating with Lahore Qalandars is not only about cricket at the highest level, but is about creating opportunities that will further enhance the growth of the game.
By working together, we can pave the way for youth pathways, bolster funding and support for grassroots cricket, launch community initiatives and pool shared resource for development across all levels of the club.
Our commitment to a collaborative approach comes from a shared belief that cricket can be a powerful force for positive change. This is a new chapter for the club and places WCCC and Lahore Qalandars at the forefront of a global cricket partnership, and I’m excited to see the impact this will have for our fans, our cities, and the future of the game.”
Sameen Rana, Owner and COO of Lahore Qalandars, echoed the vision:
“This partnership with Warwickshire County Cricket Club is a landmark moment for Lahore Qalandars. Our philosophy has always been to think beyond boundaries, and this is another step in that journey. Together, we aim to elevate professional performance, unlock new avenues to identify and nurture talent, and use the power of cricket to inspire and connect our communities in Lahore and Birmingham.”
“This collaboration is not just about cricket, it is about building shared pathways for players, coaches and fans, while expanding our global reach and creating new opportunities for growth. We believe this joint venture will establish a sustainable model that strengthens both clubs on and off the field and, most importantly, leaves a lasting legacy for the future of the game.”
The partnership was brokered by the British Pakistan Initiative (BPI) following an Academy Tour to Lahore organized by Raf Sabir, Finance Director for CVS, in March 2025 — a cultural and sporting exchange that evolved into a comprehensive, strategic alliance aimed at reshaping the cricketing landscapes of both regions.
This cross-continental venture represents a new model for county cricket — one that prioritizes global collaboration while deepening local impact.
Other Franchise & Club Deals – Stars, Strategy & Street-Level Impact
This week’s franchise sponsorships reveal cricket’s widening commercial tent — from celebrity-backed innovation in India to regional empowerment in the Gulf. The Indian Street Premier League (ISPL) continues its unique fusion of Bollywood and grassroots cricket, adding another A-lister to its ownership roster. Meanwhile, in Oman, a growing club-level scene attracts international corporate interest, with OneRoyal stepping in to support both visibility and local development.
Ajay Devgn Joins ISPL as Ahmedabad Team Owner
Bollywood superstar and entrepreneur Ajay Devgn has been unveiled as the new owner of the Ahmedabad franchise in the Indian Street Premier League (ISPL), joining a star-studded lineup that already includes Amitabh Bachchan, Akshay Kumar, Hrithik Roshan, Ram Charan, Saif Ali Khan and Kareena Kapoor Khan, and Suriya. Devgn’s entry brings not only star power but commercial strength to the league’s fast-growing ecosystem, which blends tennis-ball cricket’s raw edge with glitzy mainstream appeal.
Ajay Devgn said:
“ISPL, with its innovative format, has not only discovered fresh talent but also given them a much-needed platform to shine. As the team owner of the Ahmedabad franchise, representing a city with such a rich sporting spirit, it is time for the entire nation to come together and celebrate India’s champions.”
Core Committee members of the ISPL see Devgn’s entry as transformational:
- Sachin Tendulkar, ISPL Core Committee Member:
“ISPL is rooted in the idea of providing a launchpad for dreams for the young and the seasoned in tennis ball cricket. Not only shall our cricketers get the opportunity to play at the highest level, but also a stage to shine. The addition of new teams in the upcoming season will open doors for more aspiring cricketers across the country.” - Ashish Shelar, ISPL Core Committee Member:
“ISPL is transforming tennis-ball cricket by bringing it to a professional stage. With Ajay Devgn leading the Ahmedabad team, we’re excited to extend opportunities to talent in cricket-rich cities like Ahmedabad.” - Suraj Samat, ISPL League Commissioner and Core Committee Member:
“We are thrilled to welcome Ajay Devgn as the owner of Ahmedabad team. He brings immense credibility, reach and energy to ISPL. His passion for cricket, combined with his business acumen, makes him a valuable addition to our league. His presence will undoubtedly inspire fans and players, particularly in Gujarat, where the love for cricket runs deep.” - Minal Amol Kale, ISPL Core Committee Member:
“Ahmedabad boasts a thriving sporting culture. With Mr. Devgn at the helm, we see a powerful opportunity to engage local communities and inspire the next generation of players. This move strengthens our ambition of transforming ISPL into a truly pan-India movement.”
With over 4.2 million player registrations and trials scheduled in 101 cities, the ISPL continues to evolve into a platform where street-level talent meets big-league ambition — and where celebrity ownership drives national visibility and commercial momentum.
OneRoyal Becomes Title Sponsor of Bangladesh Cricket Club in Oman
Global multi-asset broker OneRoyal has announced a new title sponsorship agreement with the Bangladesh Cricket Club in Oman (BCCO) for the 2025–2026 season, further embedding its brand within the Indian Subcontinent’s extended cricketing diaspora.
The sponsorship includes full-season visibility across BCCO’s cricket and community events, offering OneRoyal a prominent platform to engage both the Bangladeshi community and the broader South Asian fanbase in Oman.
Syed Tanvir Ahmmed, Regional Head of Business Development – SEA at OneRoyal, said:
“This sponsorship goes beyond visibility. It aligns with our mission to invest in vibrant, growing communities while increasing our presence in key markets like Oman and the broader ISC region.”
The partnership also supports local sporting infrastructure, tournaments, youth development, and community engagement — signaling OneRoyal’s intention to pair global brand ambitions with regional impact.
These types of club-level sponsorships are becoming increasingly strategic, offering brands access to grassroots audiences in emerging cricket territories.
National Boards – Celebrating Excellence, Prioritizing Safety
This week, two major national cricket bodies secured long-term commercial deals that reflect the sport’s evolving priorities — recognising elite performance while ensuring operational safety. In England, Toyota takes center stage as the new title partner of the prestigious PCA Awards, aligning brand values with recognition, inclusion, and grassroots engagement. In South Africa, CSA has entered into a safety-first partnership with Powerfleet, strengthening its infrastructure and support systems both on and off the pitch.
Toyota Named Title Partner of PCA Awards in Multi-Year Deal
The Professional Cricketers’ Association (PCA) has announced a major multi-year partnership with Toyota, which will become the title sponsor of the PCA Awards, the most prestigious night in English cricket. From 2025, the event will be known as the PCA Awards in partnership with Toyota, with the carmaker also set to sponsor each of the player-voted honours: Men’s and Women’s Player of the Year, and Men’s and Women’s Young Player of the Year.
This builds on Toyota’s expanding cricket portfolio, having already become a Principal Partner of the ECB, including kit sponsorship of the England men’s and women’s national teams and a historic move to become the first-ever Official Champion Partner of Disability Cricket.
The partnership also reinforces grassroots engagement, with Toyota’s Good For Cricket initiative already raising over £130,000 for local clubs since May 2025.
PCA Commercial Director, Rob Smyth, said:
“We are extremely pleased to welcome Toyota as the new title partner of the most prestigious awards in English cricket. The PCA Awards in partnership with Toyota provides the ultimate opportunity for the game to recognise the very best of the players in England and Wales and to do so alongside a committed partner will elevate what is always a night to remember.
We are already working closely with Toyota in a common goal of becoming the most inclusive team sport in England and Wales and we will strive to make sure this is recognised at the Awards throughout the coming years.”
Scott Thompson, President and Managing Director at Toyota, commented:
“At Toyota, our belief in the power of cricket to unite communities runs deep, with our Mobility for All vision focused on making cricket accessible to everyone. That’s why we are absolutely thrilled to become the title partner of the prestigious PCA Awards.
Through our work with the ECB, together, we are dedicated to growing the game. From investing in grassroots participation, including our ‘Good for Cricket’ initiative, alongside becoming the Official Champion of Disability Cricket, we aim to empower more people to experience the fun of cricket and connect through the sport.
Partnering with the PCA allows us to not only support the future of the game but to also celebrate the current generation of incredible athletes. We look forward to working closely with the PCA to recognise the game’s heroes for years to come.”
The 2025 ceremony will be held on October 9 at Exhibition White City in London, with the England Men’s ODI squad in attendance prior to their departure for New Zealand — offering Toyota premium visibility and association with cricket’s elite.
Cricket South Africa Appoints Powerfleet as Official Vehicle Safety Partner
Cricket South Africa (CSA) has entered into a multi-year agreement with Powerfleet, a global leader in fleet management and vehicle safety solutions, to serve as its Official Vehicle Tracking Partner.
The deal covers all official CSA vehicles, and also extends to personal safety services for players, coaches, and staff, adding a new layer of operational security and aligning with CSA’s internal values of excellence and care.
CSA CEO Pholetsi Moseki said:
“We are happy to welcome Powerfleet as a commercial partner that will enable our commitment towards the safety of our players and employees, which is a top priority for us.
Powerfleet aligns with our strategic pillar of excellence. Their people-first approach and cutting-edge technology will ensure that our people have constant protection.”
Ryan Colyn, GM Africa Retail at Powerfleet, added:
“We’re thrilled to support Cricket South Africa as their official vehicle safety partner. This collaboration reflects a shared commitment to performance, reliability and precision — on and off the field.
Just as the Proteas push boundaries in cricket, we’re proud to provide the technology that keeps them moving safely and efficiently.”
This is a forward-looking deal that goes beyond branding, signalling CSA’s intention to prioritise wellbeing and operational excellence as key pillars of its high-performance environment.
