This week in global cricket sponsorships, powerhouse franchises and emerging clubs embraced change through bold brand partnerships. In the IPL, Gujarat Titans joined forces with legacy brand Birla Estates, while RCB began a new chapter with tech disruptor Nothing amid major ownership shifts. The BBL came alive with lifestyle-led activations — from Brisbane Heat’s snackable tie-up with Arnott’s Shapes and festive flair with Balsam Hill to the Sixers scooping up Mini Melts. Globally, the Flexbrands Knights redefined identity in South Africa through a landmark naming deal, while Grovy Developers brought Delhi pride to the Abu Dhabi T10 with the UAE Bulls. It’s another week where cricket isn’t just building teams — it’s building culture, community, and commercial innovation.
IPL 2026 Sponsorship Shifts: Titans Go Premium, RCB Finds ‘Nothing’ Yet Everything
As the IPL 2026 season inches closer, two of the league’s biggest franchises have made strategic sponsorship moves—one welcoming a legacy real estate brand as a principal backer, and the other undergoing a dramatic shift following a tragic off-field event. Gujarat Titans have struck a high-profile deal with Birla Estates, marking a premium alignment with excellence and innovation, while Royal Challengers Bengaluru bid farewell to Qatar Airways and usher in a tech-forward partnership with London-based brand Nothing, all amid ownership uncertainty. These evolving partnerships reflect both the ambition and volatility that continue to define the IPL’s commercial landscape.
🔷 Gujarat Titans sign Birla Estates as Principal Sponsor for IPL 2026
In a major pre-season commercial boost, Gujarat Titans have announced Birla Estates, a wholly-owned subsidiary of Aditya Birla Real Estate Limited, as their Principal Sponsor for the 2026 IPL season. This marks the real estate brand’s most high-profile foray into the cricketing world to date.
K.T. Jithendran, MD & CEO of Birla Estates, emphasized the shared values at the heart of the partnership:
“At Birla Estates, we are committed to creating landmarks that inspire life — spaces and experiences that go beyond the ordinary. Partnering with Gujarat Titans, one of the most dynamic and forward-thinking teams in the IPL, aligns perfectly with our philosophy of excellence, innovation, and community. This collaboration allows us to connect with millions of fans across India and beyond, celebrating shared values of passion, perseverance, and progress. Together, we look forward to building something truly special that resonates both on and off the field.”
Colonel Arvinder Singh, COO of Gujarat Titans, welcomed the partnership as a milestone moment:
“We are delighted to welcome Birla Estates, a legacy brand synonymous with trust and excellence, as our new Principal Sponsor. This association marks a powerful synergy between two brands that share a vision for innovation, performance, and impact. Partnering with Birla Estates not only enhances the Gujarat Titans’ brand portfolio but also reflects our commitment to collaborating with iconic institutions that elevate our presence across geographies. Together, we look forward to creating unique experiences that strengthen our collective brand value and open new avenues for growth.”
Having been involved with the IPL ecosystem over the past four years, Birla Estates’ new top-tier role with the Titans underscores their growing confidence in cricket as a community-building platform.
🔴 RCB replaces Qatar Airways with tech brand Nothing as Title Sponsor
Royal Challengers Bengaluru have parted ways with Qatar Airways—whose ₹275 crore, three-year deal concluded after IPL 2025—and have brought in London-based technology company Nothing as their new Title Sponsor for the 2026 season.
The change signals a shift toward digital and youth-oriented brand positioning for the defending champions. Nothing’s entry reflects its ambition to scale visibility in India, one of the world’s largest and most passionate cricket markets.
The sponsorship transition also comes at a time of flux for RCB. Diageo, the franchise’s current owner, has initiated a sale process with hopes of finalizing a deal ahead of the season. Notably, Serum Institute of India’s Aadar Poonawala is reportedly one of the frontrunners to acquire the team. These sweeping changes follow a somber moment in the franchise’s history: a stampede outside M. Chinnaswamy Stadium during the 2025 victory celebrations, in which 11 fans tragically lost their lives.
Despite the upheaval, RCB is pushing forward with its title defense plans. The team is preparing for the player auctions in Abu Dhabi on December 16, and while a full overhaul isn’t expected, some changes to the squad are likely to free up funds and fine-tune their core lineup.
BBL 2025–26: Ice Cream, Christmas Trees & Iconic Snacks—A Season of Sensory Sponsorships
The BBL is becoming more than just cricket—it’s evolving into a full-blown entertainment experience. With the 2025–26 season fast approaching, Big Bash clubs are leaning into lifestyle-driven sponsorships that transform matchdays into multisensory events. From nostalgic snacks and cryo-frozen ice cream to premium holiday décor and seamless airport logistics, these new deals signal a strategic pivot toward fan-first experiences that mix sport with celebration. The Brisbane Heat, Sydney Sixers, and Hobart Hurricanes are leading the charge with creative partnerships aimed at amplifying atmosphere, community, and cultural relevance.
🔥 Brisbane Heat team up with Arnott’s Shapes to bring iconic Aussie flavour to the Big Bash
In a delicious new addition to their partner portfolio, the Brisbane Heat have welcomed Arnott’s Shapes as an official partner across their BBL and WBBL programs for the first time. The deal spans matchday activations, digital campaigns, and community touchpoints, ensuring the iconic snack brand has a presence from stadium to social media.
Pete Lock, General Manager – Commercial, Marketing & Corporate Affairs at Brisbane Heat, said:
“We’re thrilled to welcome Arnott’s Shapes to the Brisbane Heat family for the first time in the Big Bash. Shapes are a beloved part of Australian culture, and certainly a staple of cricket players and fans alike. We’re excited to bring their flavour and personality to our fans in new and exciting ways this summer.”
Arnott’s Group Chief Growth Officer Jenni Dill echoed the cultural synergy:
“Cricket is part of the fabric of an Aussie summer, and just like Shapes, it’s all about coming together and enjoying the moments that matter.
We know fans love to snack while they watch the game, and we’re looking forward to being part of the action, whether it’s on the ground or at home.”
With both brands synonymous with summer fun, this partnership is perfectly positioned to turn cricket viewing into a fully snackable experience.
🎄 Brisbane Heat bring festive magic to BBL with Balsam Hill partnership
In a first-of-its-kind seasonal deal, Brisbane Heat have partnered with premium Christmas décor brand Balsam Hill, giving selected November and December fixtures a holiday makeover. Fans at Allan Border Field and the Gabba will enjoy festive installations, photo ops, giveaways, and a marquee tree promotion—transforming cricket grounds into family-friendly holiday hubs.
Mercedes Feller, VP of Product Development and Sourcing at Balsam Hill, said:
“We’re thrilled to be partnering with Brisbane Heat to bring a touch of festive magic to the Big Bash this summer.
As a brand that celebrates tradition and nostalgia, this partnership is a natural fit – and a wonderful opportunity to bring our premium Christmas range to life in a new and meaningful way, beyond our online store.”
Pete Lock of Brisbane Heat added:
“Partnering with Balsam Hill was a natural fit. Their commitment to quality, luxury, and creating memorable experiences aligns perfectly with the Brisbane Heat brand and what our fans value. Together, we’re bringing the spirit of the season to life – both at the cricket and in our supporters’ homes.”
This off-field innovation cements Heat’s strategy of making their matches more than just games—they’re celebrations.
🍦 Sydney Sixers scoop sweet 3-year deal with Mini Melts
The Sydney Sixers have announced a three-season partnership with Mini Melts, the cryogenically frozen ice-cream brand famous for its fun beads and premium flavours. Just in time for summer, Mini Melts joins as an Official Partner and will be a fixture at Sixers home games.
Sixers GM Rachael Haynes said:
“We’re thrilled to welcome Mini Melts to the Sydney Sixers family as a key partner for the next three years.
Mini Melts is a fun and energetic brand that perfectly aligns with the Sixers’ spirit and our commitment to creating unforgettable experiences for our fans.
Their delicious ice cream brings joy to people of all ages, and we can’t wait to see fans enjoying Mini Melts at our games.”
Shaun Piggott, Director of Mini Melts Australia, added:
“We’re incredibly excited to partner with the Sydney Sixers for the next three seasons.
This partnership celebrates the energy of summer cricket — because cricket is such an iconic part of the Australian summer, just like ice cream!
We’re looking forward to teaming up with the Sixers to bring the fun and flavour of Mini Melts to fans at home games throughout the season.”
✈️ Hobart Hurricanes renew 2-year partnership with Hobart Airport
Cricket Tasmania and Hobart Airport have extended their partnership for another two years, continuing a successful collaboration that supports team travel and strengthens community engagement. Hobart Airport remains the Official Coaches Partner of the Hobart Hurricanes.
Ali Turner, Partnerships and Infrastructure GM at Cricket Tasmania, noted:
“In today’s professional cricket landscape, where travel is a constant, partnering with Tasmania’s premier airport is a natural fit.
The renewal of this partnership for another two years highlights Hobart Airport’s strong commitment to the Hobart Hurricanes and the broader Tasmanian cricket community.”
Hobart Airport COO Matt Cocker added:
“Hobart Airport is proudly on board the Cane Train for another two years.
“Every time the Hurricanes take to the field, they bring thousands of fans together for a sporting and social spectacle like no other. This is what Hobart Airport is all about, connecting communities.”
Beyond travel logistics, the deal also includes off-field initiatives like workplace wellness sessions led by Hurricanes coaches and performance staff—further blending elite sport with everyday Tasmanian life.
National Boards Tap Global Powerhouses: Anime, Academia, and Ambition Drive New Partnerships
From South Africa to Scotland, national cricket boards are building bold, globally relevant partnerships that reflect both cultural shifts and long-term ambition. Cricket South Africa has brought anime giant Crunchyroll into the international spotlight ahead of their high-stakes tour of India, signaling a creative fusion of sport and pop culture. Meanwhile, Cricket Scotland has extended its trailblazing partnership with Heriot-Watt University Dubai, reaffirming its commitment to women’s cricket and youth empowerment. These collaborations show how national teams are increasingly aligning with brands that mirror their mission—whether it’s cultural connection, educational excellence, or global growth.
🇿🇦 Cricket South Africa partners with Crunchyroll for India series
Cricket South Africa has announced Crunchyroll—a global leader in anime—as Associate Team Sponsor of the Proteas Men’s team for their high-profile tour of India (Nov 14–Dec 19), covering all three formats. Crunchyroll’s logo will appear on the back of South Africa’s shirts in Tests, ODIs, and T20Is, marking the brand’s most visible presence yet in international cricket.
CSA CEO Pholetsi Moseki welcomed the anime-sport crossover with enthusiasm:
“CSA takes pride in welcoming Crunchyroll as the official team sponsor for the upcoming India Series.
With anime becoming one of the world’s most dominant entertainment forces, soon to have over a billion viewers, we see this partnership as a celebration of shared values and a drive to connect with global audiences.”
Crunchyroll’s SVP of Growth & Planning, Kartik Gandhi, explained the brand’s vision:
“We’re thrilled to partner with Cricket South Africa for this exciting series with India.
Cricket and anime both capture the intensity of competition and the joy of shared fandom.
This partnership strengthens our ongoing focus on bringing together the worlds of sports and anime — combining the spirit of anime with cricket across two dynamic markets with growing anime fandoms — India and South Africa.”
The deal is not only a commercial coup for CSA but a sign of cricket’s rising appeal in non-traditional brand spaces.
🏴 Scotland Women extend partnership with Heriot-Watt University Dubai
Cricket Scotland has confirmed an extension of its landmark deal with Heriot-Watt University Dubai, who will serve as shirt sponsor for Scotland Women on their 2025–2026 winter tours to Thailand and Nepal, including the ICC Emerging Nations Trophy and the ICC Women’s T20 World Cup Qualifier.
Claire Drummond, Commercial Manager at Cricket Scotland, highlighted the importance of the renewed deal:
“We are delighted to continue our partnership with Heriot-Watt University Dubai. Their initial involvement in 2024 was a groundbreaking moment for Cricket Scotland, as the first direct partnership agreement with the Scotland Women’s squad.
The continuation of their support for our Women’s team this winter is welcomed, with both parties focused on delivering, excelling and growing on the global stage. The squad is appreciative of the support and excited about what lies ahead in the coming months.”
Professor Dame Heather McGregor, Provost and Vice Principal of Heriot-Watt University Dubai, emphasized the broader mission:
“Our continued partnership highlights the University’s dedication to empowering women’s sport and creating opportunities for talented athletes to thrive.
We are delighted to be supporting the Scotland Women’s national cricket team once again as they head into their winter tours. The team’s hard work, ambition and determination is truly inspiring, and this partnership allows the University to play a meaningful role in championing women’s achievements on a global stage. We wish them every success in the upcoming tournaments.”
The deal not only strengthens Cricket Scotland’s women’s program but reinforces the role of education in supporting elite sport.
Franchise and Domestic Cricket Beyond the Big Leagues: Knights Reborn, Bulls Backed by Delhi Roots
Outside the IPL and BBL, franchise cricket continues to expand its commercial appeal, with strategic sponsorships marking new eras for teams across domestic and T10 competitions. In South Africa, the Knights have been rebranded the Flexbrands Knights under a historic three-year naming rights deal that speaks to long-term growth and regional pride. Meanwhile, in the UAE’s high-octane T10 League, Grovy Developers have joined the Delhi Bulls (playing this season as the UAE Bulls), blending heritage, ambition, and cross-border brand expansion. These deals underscore how franchise cricket is increasingly seen as a platform for purposeful brand-building across markets and mediums.
🛡️ Knights become the Flexbrands Knights in transformative naming rights deal
In a landmark commercial move, the Free State Cricket Union has signed a three-year naming rights partnership with Flexbrands, officially rebranding the team as the Flexbrands Knights. The deal marks a new chapter for the central South African team as they focus on rebuilding and redefining their presence in domestic cricket.
Free State Cricket Union CEO Johan van Heerden said the agreement is symbolic of belief and ambition:
“To secure a partner who shares the same values and long-term vision as the Knights is an exciting and positive step forward.
We are well aware of the challenges faced in recent years, including relegation, but this partnership signifies belief — belief in our potential, belief in our people, and belief in the future we are building.”
“Flexbrands is a company that is hungry to grow and establish a strong presence in South African sport… Together we aim to create a household name in Bloemfontein and throughout the cricket fraternity in South Africa.”
Flexbrands Group Managing Director Brandon Moran echoed the transformational vision:
“We are thrilled to join forces with the Knights at such a pivotal moment in their rise. This collaboration represents so much more than a name on a jersey — it is a commitment to investing in the people, passion, and performance that move South Africa forward.
The Knights embody resilience, ambition and community pride, and together we aim to unlock incredible opportunities for growth both on the field and within the regions and schools that live and breathe this sport.”
The deal is set to go beyond branding, with joint efforts aimed at grassroots development, community upliftment, and reconnecting the fan base.
🏗️ Grovy Developers join Delhi Bulls (UAE Bulls) as Associate Sponsor for Abu Dhabi T10
Dubai-based Grovy Developers have been announced as the Associate Partner of the UAE Bulls (formerly Delhi Bulls) for the ninth edition of the Abu Dhabi T10 League, bringing strong Indian heritage to a rising franchise on UAE soil.
The brand’s logo will feature prominently on the team’s jerseys throughout the season, which features stars like Sunil Narine, Tim David, Phil Salt, and Rovman Powell, with Dwayne Bravo as mentor and Andy Flower as Head Coach.
Abdul Latif Khan of Petromann Sports Management, which holds exclusive sponsorship rights for the team, said:
“We are excited to partner with Grovy Developers as we enter the new season of the Abu Dhabi T10 league. This partnership will strengthen our ability to deliver exceptional experiences for our fans while aligning with a brand that shares the same commitment to excellence.”
Grovy Developers’ CEO Abhishek Jalan emphasized the cultural connection and brand synergy:
“Partnering with the Bulls is sort of a homecoming for us. Grovy is originally from Delhi, and the Bulls team mirrors the very qualities that have been instrumental for our growth: confidence, perseverance and pride in one’s origin.
The Bulls’ energy and competitive edge reflect our way of going about things: setting the bar higher, executing with precision, and delivering with excellence.”
Jalan continued, framing the deal as part of a wider brand journey:
“This is just the beginning of our journey in sports and lifestyle collaboration. Cricket is a great sport built around teamwork, accountability, integrity, positivity, learning, and communication, which matches our core values.
This partnership reinforces our commitment to supporting communities and our pledge to making a significant difference – not only in the places we build, but also in the lives of the people we touch.”
The partnership links Grovy’s 50-year Delhi legacy with its current Dubai market, making it a meaningful play in both geography and strategy.
