This week’s edition of the Global Sponsorship Roundup captures a dynamic mix of tech-powered innovation, historic firsts, and powerhouse partnerships shaping the cricket business. From Google and ChatGPT transforming fan experiences at the ICC Men’s T20 World Cup 2026, to Sun Pharma making its cricket debut as RCB’s Principal Sponsor, and Wisden stepping into the PSL with the Hyderabad Houston Kingsmen — the convergence of legacy, technology, and ambition is on full display. National boards and emerging teams are attracting serious brand interest, while player endorsements continue to deliver purpose-driven storytelling across health, energy, and grassroots sport.
IPL 2026: RCB adds new power to its principal sponsorship roster
The IPL 2026 sponsorship landscape is off to a strong start with Royal Challengers Bengaluru securing a multi-year principal sponsorship with Sun Pharma, marking the pharmaceutical giant’s debut in cricket. With major jersey and stadium branding rights secured, the partnership aligns brand visibility with purpose-driven engagement.
Sun Pharma becomes Principal Sponsor and Health Partner of RCB
Sun Pharmaceutical Industries Limited has signed a three-year deal with Royal Challengers Bengaluru as Principal Sponsor and Health Partner for IPL 2026, marking its first-ever cricket sponsorship.
Kirti Ganorkar, Managing Director, Sun Pharma, said, “In India, cricket is more than just a sport. It is a shared emotion that unites millions across cultures and generations. RCB and Sun Pharma are both leaders in their respective domains, and this collaboration reflects our shared values of consistency, passion and innovation. Through this partnership, we aim to strengthen our corporate brand connect with people across India by bringing them closer to the company behind the medicines they rely on every day.”
Rajesh Menon, COO of Royal Challengers Bengaluru, said, “RCB is committed to building partnerships that go beyond visibility and create meaningful engagement with fans. Sun Pharma joining us as our Principal Sponsor strengthens this commitment, bringing together two brands focused on impact and innovation. We look forward to a dynamic, season-long collaboration across digital platforms and match-day experiences.”
Pakistan Super League: Global brands double down on cricket-tech crossover and legacy storytelling
As the Pakistan Super League gears up for its 2026 edition, two major deals signal the league’s evolving commercial dynamics — one reinforcing the sport’s synergy with blockchain and digital finance, and the other pairing modern franchise ambition with cricketing heritage. From a crypto giant deepening fan engagement to Wisden’s entrance as a legacy media partner, PSL continues to expand its commercial and cultural footprint.
Binance renews as Official Crypto Exchange Partner of Islamabad United
Islamabad United has extended its partnership with Binance for a second year, with the crypto exchange returning as the team’s Official Crypto Exchange Partner.
Ahsan Latif, CEO of Islamabad United, said: “We are pleased to extend our association with Binance for a second consecutive season as Islamabad United’s Official Crypto Exchange Partner. This ongoing partnership reflects our shared focus on innovation across blockchain and crypto. Together, we aim to deepen fan engagement and increase awareness around emerging digital assets, while continuing to celebrate the passion and energy that define the game of cricket.”
Tarik Erk, Regional Head for MENAT and Senior Executive Officer, Abu Dhabi, said: “Cricket is deeply woven into Pakistan’s culture, and Islamabad United gives us an incredible platform to engage with millions of passionate fans across the country. Following our No-Objection-Certificate from PVARA, renewing this partnership signals our long-term commitment to Pakistan’s digital asset ecosystem. We’re excited to build to last year’s success and continue making blockchain technology accessible to communities nationwide.”
Wisden becomes Principal Sponsor of Hyderabad Houston Kingsmen
Wisden has signed a multi-year principal sponsorship deal with Hyderabad Houston Kingsmen ahead of their debut season in the PSL. The collaboration includes jersey branding, co-branded content, and behind-the-scenes storytelling initiatives.
Ian Sykes, Managing Director, Cricket Properties, said: “Wisden is delighted to be partnering with Hyderabad Houston Kingsmen as a principal sponsor ahead of their inaugural season in the HBL PSL. This collaboration represents a strong statement of intent for Wisden as we continue to accelerate our growth across Asia, deepening our connection with one of cricket’s most passionate and rapidly expanding audiences.
We’re particularly excited to be working alongside Kingsmen in supporting their ambitious growth plans within the global franchise landscape. Their vision for building competitive teams that resonate with local culture aligns closely with our own commitment to both celebrating inclusion in cricket and advancing the game globally. We’re looking forward to rolling out some first-class, innovative activation with Team Hyderabad in what promises to be a hugely exciting year.”
Fawad Sarwar, Owner, Kingsmen, said: “It’s a great pleasure to welcome Wisden into the Kingsmen family as Global Partner. The preparation for our debut season in the PSL is well underway and to be associated with a brand that has chronicled and shaped the story of cricket for over 160 years is incredibly special for our group.
From day one, our ambition has been to build a team that reflects Hyderabad’s rich cricketing history while embracing the energy and innovation of the modern game. Partnering with Wisden strengthens that vision, bringing global credibility, editorial excellence and a deep cricketing heritage to our journey.”
Governing Boards: Global brands back cricket’s growing international footprint at ICC Men’s T20 World Cup 2026
With the ICC Men’s T20 World Cup 2026 approaching, cricket boards around the world are announcing high-impact sponsorships. From tech giants and travel platforms to financial services and insurance leaders, these deals showcase how national teams are becoming strategic brand vehicles—especially for companies with global ambitions and regional alignment.
ICC partners with Google; Gemini named Official AI Fan Companion, Pixel as Official Smartphone
The ICC has partnered with Google for the 2026 Men’s T20 World Cup, naming Gemini as the Official AI Fan Companion and Google Pixel as the Official Smartphone.
Sanjog Gupta, ICC Chief Executive, said: “This partnership brings together two global organisations united by consumer focus, scale, purpose and innovation. Google’s leadership in connection, search & discovery and AI, aligns strongly with the ICC’s ambition to serve fans better, delivering phygital experiences across touchpoints. Together, we will use technology to deepen engagement, enhance experiences and make cricket more accessible and meaningful for fans worldwide.”
Shekar Khosla, VP Marketing at Google India, said: “We were thrilled to witness firsthand during the ICC Women’s Cricket World Cup 2025 how AI can enhance and delight the fan experience. Now, as we strengthen our partnership with the ICC for the ICC Men’s T20 World Cup 2026, we are bringing together Gemini’s generative capabilities and Pixel’s advanced imaging to deliver features that empower fans with new avenues for creativity and celebration. We are excited to see how these innovations help a new generation of digital-first fans celebrate the spirit of cricket.”
Generali becomes Official Sponsor of the Italian National Cricket Team
Generali will support the Italian men’s team during their debut at the ICC Men’s T20 World Cup 2026.
Rob Leonardi, Asia Regional Officer, Generali, said: “Given the prominence of cricket in this dynamic region for sports, Generali is proud to be supporting Italy’s debut in the T20 World Cup. The national team has made great strides as they’ve built their global reputation, and we are glad to play a role in celebrating their achievements to date – while very much looking forward to what more they’ll achieve in the future.”
Maria Lorena Haz Paz, President of the Italian Cricket Federation, said: “We are extremely pleased to strengthen our partnership with Generali, an Italian brand of outstanding international stature. This collaboration represents not only a valuable support for our National Team ahead of a historic World Cup debut, but also a shared vision based on growth, values and long-term development. Having such a prestigious Italian partner alongside us at this stage of our journey is a source of pride for the entire Italian cricket movement.”
Skyscanner named Official Team Partner of Scotland Men’s T20 World Cup team
Skyscanner has joined as an official commercial partner of the Scotland men’s team for the 2026 tournament.
Trudy Lindblade, Chief Executive, Cricket Scotland, said: “The ICC Men’s T20 World Cup provides a unique opportunity to showcase Scottish cricket to a global audience. Our story of being invited to the World Cup just ten days ago, building a staff and squad, designing a kit and securing a new partner is almost unprecedented.
Our players are extremely proud to be wearing the Skyscanner logo on their striking new playing shirts. Skyscanner’s global reach, innovative approach and Scottish heritage align perfectly with Cricket Scotland’s ambition to grow the game and inspire new audiences.”
Clive Peoples, Chief Marketing Officer, Skyscanner, said: “As a Scottish-founded company, Skyscanner is very proud to support Scotland Men’s Cricket as the team represents their country at the World Cup.
Travelling for sport creates unforgettable experiences for teams and their supporters. We know how deeply fans value the chance to experience major moments first-hand, and this partnership is a natural fit alongside our growing portfolio of sporting collaborations for 2026, which includes Scottish Rugby and the Solheim Cup.”
Globe Group of Companies becomes Shirt Sponsor of the Netherlands Men’s Team
India’s Globe Group of Companies has been named the official shirt sponsor of the Netherlands men’s team for the 2026 T20 World Cup.
Rashid Shah, Board Member, KNCB, said: “The Royal Netherlands Cricket Association (KNCB) is very grateful to Globe Group of Companies for its support. Our men’s team has now qualified for the T20 World Cup seven times in a row. Our women’s team also qualified for the T20 World Cup a few days ago – proof that Dutch cricket is on the right track. With strong performances, there will be excellent opportunities for serious international exposure for business partners who share their ambitions with our national teams.”
Flipkart signs team sponsorship deal with Namibia for T20 World Cup 2026
Flipkart will be a team sponsor of Namibia for the upcoming ICC Men’s T20 World Cup 2026. Branding will feature across kits, digital, and media assets linked to the tournament.
Zaggle becomes Official World Cup Team Sponsor of Ireland Men’s Team
Zaggle, an Indian SaaS fintech leader, has partnered with Cricket Ireland as the Official Team Sponsor for the 2026 ICC Men’s T20 World Cup.
Dr. Raj P. Narayanam, Founder & Executive Chairman, Zaggle, said: “We are proud to partner with Team Ireland at the ICC Men’s T20 World Cup 2026. Cricket is a sport that unites people across borders, much like technology connects enterprises across ecosystems. This association reflects Zaggle’s global ambitions and our belief in supporting teams that play with passion, focus and purpose on the world stage.”
Ross McCollum, Interim CEO, Cricket Ireland, said: “We are delighted to welcome Dr Raj, Avinash and the Zaggle team to the Irish cricket family. With cricket being the second-largest sport in the world and with literally millions of people in India watching every match, I am not surprised that the attractiveness of being associated with the Cricket Ireland brand at world cup time would be well sought after, particularly by a growing Indian company like Zaggle.
We would also like to acknowledge our partners at ITW Universe for being the support partner in helping to attract and deliver on this opportunity.”
Endorsements: Cricketers lend star power to health, energy and grassroots campaigns
From grassroots development to cutting-edge performance marketing, top cricketers continue to be powerful brand ambassadors. This round of endorsements sees established and emerging players fronting major campaigns in sports development, nutrition, and energy, each aligning with personal narratives that reinforce brand values and deepen audience connection.
Shikhar Dhawan named Brand Ambassador of Delhi Khel Mahakumbh
Shikhar Dhawan has been appointed brand ambassador for the inaugural Delhi Khel Mahakumbh, a multi-sport grassroots initiative by the Government of Delhi.
Ashish Sood, Minister of Education and Sports, said: “Shikhar Dhawan’s association as Brand Ambassador brings immense credibility and inspiration to the initiative. His journey aligns perfectly with our objective of grassroots development, encouraging mass participation and identifying future sporting talent.”
Shikhar Dhawan said: “The Delhi Khel Mahakumbh is a commendable step towards the growth of sport in a region that is brimming with talent but often lacks the right exposure.”
“As a professional sportsperson, I understand how crucial it is to get opportunities early. Through my venture, Da One Sports, I have been committed to building an ecosystem that helps youngsters achieve their dreams. Delhi has a rich sporting legacy, and I hope this association inspires budding talent and contributes towards making Delhi the sports capital of the country.”
Mohammed Siraj partners with HELL Energy Drink
HELL Energy Drink has signed Mohammed Siraj as brand ambassador, expanding its athlete portfolio around high-pressure performance.
Unnikannan Gangadharan, Director, Hell Energy Pvt Ltd, said: [The brand sees Siraj as] “an embodiment of its DNA, fearless, relentless and deeply connected with today’s youth through his journey and on-field intensity.”
Mohammed Siraj said: “I have always believed in giving my 100% on the field, no matter what the situation is. That mindset is what connects me strongly with Hell Energy Drink. The brand stands for intensity, performance and pushing boundaries, values that I truly believe in. I am excited to be associated with a brand that celebrates consistency, persistence and giving your best every single time.”
Vaibhav Sooryavanshi becomes face of Complan
Zydus Wellness has named Indian cricketer Vaibhav Sooryavanshi as the brand ambassador for Complan.
Tarun Arora, CEO, Zydus Wellness, said: “At Complan, our purpose has always been rooted in enabling potential. As expectations from children’s nutrition evolve, we are focused on supporting families through credible, science-backed solutions and values that emphasise preparation and discipline. Vaibhav’s journey reflects this very philosophy.”
Vaibhav Sooryavanshi said: “I have been drinking Complan for as long as I can remember, so it’s not just a brand to me, it’s been my partner from the local nets to the national stage. Breaking records takes more than just luck. It takes a daily plan, my mom’s support, and the right nutrition to keep me sharp. It’s that ‘Thoda Plan, Thoda Complan’ vibe doing the work every day so I can chase these big dreams. When you have a plan and the right fuel, you feel like you can take on anyone.”
International Tournaments: Broadcast and digital sponsors tap into T20 World Cup’s immersive fan ecosystem
As the ICC Men’s T20 World Cup 2026 kicks off, broadcasters and digital platforms have brought on high-profile sponsors aiming to capitalize on the tournament’s massive global reach. With India and Sri Lanka as hosts and early matches generating excitement, brands are embedding themselves deeper into live coverage — merging sport, tech, and storytelling for maximum impact.
Haier becomes Title Partner of Match Centre Live on JioHotstar
Haier has been named the Title Partner of Match Centre Live, JioHotstar’s digital companion show for the ICC Men’s T20 World Cup 2026.
NS Satish, President, Haier Appliances India, said: “Cricket in India is a national emotion that connects people across generations, geographies and cultures. Our association as the Title Partner of Match Centre Live on JioHotstar for the ICC Men’s T20 World Cup allows Haier India to engage with fans at scale. This partnership reflects our focus on building meaningful connections with young and premium consumers by seamlessly integrating our brand into a high-impact, insight-led cricket experience.”
Thums Up and ChatGPT named Co-Presenting Partners of JioStar’s ICC Men’s T20 World Cup 2026 coverage
Thums Up and ChatGPT have joined JioStar as co-presenting partners for its broadcast and digital coverage of the 2026 ICC Men’s T20 World Cup, integrating across live match broadcasts, studio shows, and digital platforms.
