This edition of the Global Sponsorship Roundup spans technology, team sponsorship, athlete-led marketing and cross-border commercial collaboration. TCS has joined the European T20 Premier League as its Digital Transformation Partner, Jonsson Workwear has signed a multi-year deal with Cricket South Africa and the Proteas, and Harmanpreet Kaur is fronting Sony Sports Network’s Women’s T20 Asia Cup campaign. Elsewhere, Durham Cricket Foundation has secured strong business backing for its 2026 Golf Day, while Titans Cricket and the Rotterdam Dockers have formed a strategic partnership focused on financial, commercial and brand development.
England: Durham Cricket Foundation draws strong sponsor support for 2026 Golf Day
Durham Cricket Foundation has secured backing from businesses and community organisations across the North East for its 2026 Golf Day, with the sold-out charity event bringing together 18 teams for fundraising and networking.
Everyone Active returns as Headline Sponsor of Durham Cricket Foundation Golf Day
Everyone Active will return as Headline Sponsor of the 2026 Durham Cricket Foundation Golf Day, while Quantum Aseptics will sponsor personalised golf balls for players. The August 21 event at Ramside Hall’s Prince Bishops’ Course will raise funds for the Foundation’s community programmes, with 18 teams participating.
“We are incredibly grateful to all of the organisations who have chosen to support this year’s Golf Day.”
“The strength and variety of teams taking part is a fantastic reflection of the relationships we have built with businesses and community organisations across the North East.”
“Events like this are important not only because they raise vital funds for the Foundation, but also because they bring people together around a shared commitment to supporting our communities through sport.”
“We are looking forward to welcoming everyone to Ramside Hall and creating another fantastic day for our teams, sponsors and supporters.” – Graeme Weeks, Chief Executive Officer, Durham Cricket Foundation
Other Franchise Leagues: ETPL adds TCS as Digital Transformation Partner
The European T20 Premier League has strengthened the technology platform behind its inaugural season through a multi-year partnership focused on AI, data and digital innovation across the new franchise competition.
TCS becomes ETPL Digital Transformation Partner
Tata Consultancy Services (TCS) has signed a multi-year agreement to become Digital Transformation Partner of the European T20 Premier League (ETPL). TCS will support the league across fan engagement, ticketing, live match experiences, personalized content and digital platforms, while using AI, data and emerging technologies to develop digital experiences and commercial opportunities.
“The European T20 Premier League has been built with the ambition of creating a modern, globally relevant sporting property from day one. Technology is one of the defining pillars of ETPL, shaping how we engage fans, create value for our partners and innovate as we grow. We are delighted to welcome TCS as our Digital Transformation Partner. Their global expertise and commitment to innovation make them an ideal partner as we build the future of cricket in Europe together.” – Saurav Banerjee, Co-Founder, European T20 Premier League (ETPL)
“Cricket is entering a new era of fan engagement, where technology is reshaping how audiences experience the sport across an ever-expanding range of platforms. Our partnership with the European T20 Premier League gives us a unique opportunity to bring TCS’s AI-powered solutions for this initiative. We continue to invest in UK & Ireland and are contributing towards building healthier futures and lifestyles through Sports.” – Vinay Singhvi, Head of UK and Ireland, TCS
“Our partnership with ETPL represents an important milestone in TCS’ growing focus on the sports sector, building on our work across marathons, e-Prix events and more recent sports technology partnerships in the UK. We believe cricket is a powerful cultural force that brings together communities, families and fans, and ETPL presents an exciting opportunity to help grow the game across Europe through technology and innovation.” – Girish Ramachandran, President, TCS Growth Markets
“Technology sits at the heart of modern sports marketing. It enables leagues to better understand their audiences, create richer fan experiences and deliver greater value for commercial partners. TCS is the ideal partner to help us build an innovative, digital-first and future-ready sports property.” – Priyanka Kaul, Co-Founder, European T20 Premier League (ETPL)
National Boards: Jonsson Workwear joins CSA and the Proteas in multi-year deal
Cricket South Africa has expanded its commercial portfolio with a multi-year agreement covering sponsorship of both Proteas teams and workwear and apparel supply across the organization.
Jonsson Workwear becomes Official Sponsor of the Proteas
Jonsson Workwear has signed a multi-year partnership with Cricket South Africa (CSA) as an Official Sponsor of the Proteas and Official Workwear and Apparel Supplier to CSA. Its logo will appear on the sleeves of the Proteas Men’s and Women’s ODI and T20I playing kits, while Jonsson Workwear will also provide apparel for CSA staff.
“The CSA family continues to grow, and we couldn’t be prouder to partner with Jonsson Workwear, a homegrown South African industry leader.”
“The collaboration unites two organisations that are committed to excellence and social cohesion. We are excited to join forces with a brand that will make us look good as we deliver a bumper summer of cricket and beyond.” – Pholetsi Moseki, Chief Executive Officer, Cricket South Africa
“There’s a real sense of pride in bringing together two South African brands that represent hard work and performance. The Proteas carry the hopes of the nation on the world stage and in many ways reflect the grit we see in hardworking people across South Africa every day.”
“For Jonsson Workwear, partnering with the Proteas is more than a sponsorship, this partnership reflects a shared belief that success is earned through dedication, teamwork and an unwavering commitment to excellence.” – Nick Jonsson, Chief Executive Officer, Jonsson Workwear
Endorsements: Harmanpreet Kaur fronts Sony Sports Network’s Women’s T20 Asia Cup campaign
Sony Sports Network has enlisted India captain Harmanpreet Kaur for a new promotional campaign ahead of its coverage of the Women’s T20 Asia Cup 2026, using the world champions’ intensity and competitive approach as its central theme.
Harmanpreet Kaur stars in Sony Sports Network’s ‘Not a Gentleman’s Game’ campaign
Harmanpreet Kaur features in Sony Sports Network’s ‘Na hum gentle hain, aur na hi humara game’ campaign promoting the Women’s T20 Asia Cup 2026. The ‘Not a Gentleman’s Game’ commercial, which also features Amitabh Bachchan, will run across Sony Sports Network television channels and SonyLIV leading up to and throughout the August 28-September 13 tournament in the UAE.
“The Indian women’s team has transformed both how cricket is played and how it is followed in this country. They are world champions, they play an aggressive and fearless brand of cricket, and they enter every contest expecting to win. ‘Not a Gentleman’s Game’ captures that confidence through Harmanpreet Kaur and celebrates a team that has made the nation believe. The Women’s T20 Asia Cup promises high-intensity cricket, and we are delighted to bring every moment of it to audiences on Sony Sports Network and SonyLIV.” – Rajesh Kaul, Chief Revenue Officer and Business Head, Sports and International, Sony Pictures Networks India
“There is nothing gentle about the way we prepare or the way we play. This film captures the intensity, confidence and ambition of our team. We know what it takes to win on the world stage, and we are now focused on carrying that momentum into the Women’s T20 Asia Cup and bringing the title home.” – Harmanpreet Kaur, Captain, India Women’s Cricket Team
Domestic and Franchise: Titans Cricket and Rotterdam Dockers forge strategic partnership
Titans Cricket is expanding its international relationships through a strategic partnership with the Rotterdam Dockers, combining financial and commercial expertise with opportunities for broader collaboration between South African and European cricket.
Titans Cricket partners with Rotterdam Dockers
Titans Cricket and the Rotterdam Dockers T20 Team have entered a strategic partnership focused on strengthening the Dockers’ financial, commercial and brand development. Titans will provide financial management and advisory support, assist in identifying sponsorship opportunities and collaborate with the Dockers across digital promotion, marketing, cricket development, knowledge sharing and international networking.
“Titans Cricket has always believed in building strong relationships and sharing knowledge within the global cricket community. Rotterdam Dockers provides us with an exciting opportunity to establish a meaningful relationship in European cricket and to assist the organization in building strong financial and commercial foundations…Having Heinrich and Faf involved provides a natural connection between the Dockers and the Titans family. Both have played an important role in the history of Titans Cricket and understand the culture and values of our organization.” – Dr Jacques Faul, Chief Executive Officer, Titans Cricket
“We are extremely pleased to establish this partnership with Titans Cricket, an organization with an outstanding record both on and off the field. Having access to Dr Jacques Faul’s experience and the Titans’ financial team will provide the Rotterdam Dockers with valuable guidance as we strengthen our financial and commercial structures. We also believe this partnership can open new opportunities between European and South African cricket and help us build a strong and sustainable Dockers brand.” – Madhukar Shree, Managing Partner, Rotterdam Dockers
