The global cricket sponsorship market remained active this week, with The Hundred leading a wave of franchise partnerships, Cricket Australia expanding a major national team agreement, and MS Dhoni strengthening his commercial portfolio through a new investment and ambassador role. Elsewhere, national boards secured fresh series sponsorships, broadcasters expanded their cricket rights portfolios, grassroots competitions attracted renewed backing, and brands continued to invest in athletes and properties across the sport’s commercial ecosystem.
Franchise Leagues: The Hundred drives commercial momentum through new sponsorships, partnerships and media rights
The Hundred continues to attract major commercial investment ahead of the 2026 season, with franchises securing new sponsorship agreements, London Spirit expanding its partner portfolio, MI London adding another global brand, and JioStar acquiring exclusive India broadcast rights for the competition.
Trent Rockets secure Vitality and Prezzo Italian partnerships
Trent Rockets have named Vitality as their new front-of-shirt sponsor and Prezzo Italian as their official sleeve partner for The Hundred 2026, with both brands featuring on the men’s and women’s playing kits.
“We’re delighted to welcome Vitality and proud that the men and women of Trent Rockets will be the first teams in The Hundred to carry their logo on the front of a cricket shirt.”
“They already have a strong connection and commitment to cricket and share our belief in the power of sport to bring people together. We’re looking forward to bringing the partnership to life this summer and to promoting the health and well-being benefits of sport.”
“We’re really excited to welcome Prezzo Italian as our new sleeve partner. Prezzo Italian shares our focus on bringing people together and creating experiences that families can enjoy, which makes this a natural fit for Trent Rockets.”
“The family atmosphere of our matchdays at Trent Bridge combines world-class cricket, live entertainment and plenty of opportunities for supporters of all ages to get involved. We’re looking forward to working with Prezzo to add even more to that experience, both at Trent Bridge and across our local communities.” — Lisa Pursehouse, Chief Executive, Trent Rockets
MI London welcomes FICO as official partner
MI London has signed global analytics software company FICO as an Official Partner for The Hundred 2026, with the brand appearing on the team’s playing caps and the back of players’ helmets.
“We’re thrilled to join forces with FICO this season and proud to welcome another globally established organisation to the Kia Oval.”
“As a leader in analytics and technology, FICO shares our ambition at MI London to innovate, engage new audiences and deliver excellence on and off the field.”
“Their long-standing support of cricket around the world, including across the wider Mumbai Indians family, makes this a partnership built on shared values, and we look forward to working with them and achieving great things together.” — Oli Slipper, Chair, MI London.
“Cricket is one of the most analytically rich sports in the world every delivery, every decision, every run matters. That precision is exactly how FICO operates. We’re proud to partner with MI London, The Hundred’s most decorated team, and to bring that shared commitment to intelligent performance to one of cricket’s biggest stages.” — Nikhil Behl, President of Software, FICO.
London Spirit names Uber as official partner
London Spirit has appointed Uber as an Official Partner ahead of the franchise’s first home fixture of The Hundred 2026, with the partnership spanning both Uber and Uber Eats as part of the club’s expanding commercial portfolio.
JioStar acquires India media rights for The Hundred 2026
JioStar has secured the exclusive television and digital media rights for The Hundred 2026 in India, with all men’s and women’s matches to be broadcast across Star Sports Network and JioHotstar.
“The Hundred has established itself as one of the most innovative cricket competitions in the world, bringing together world-class talent in a format designed to entertain and attract new audiences. We are delighted to bring the tournament exclusively to fans in India across JioHotstar and Star Sports. With both the men’s and women’s competitions featuring some of the biggest international stars alongside leading Indian players, we look forward to further growing The Hundred’s following in one of the world’s most passionate cricket markets.” — Prashant Khanna, Head of Rights & Innovation for Sports, JioStar.
National Boards: Insurance, healthcare and grassroots investment drive commercial activity
National cricket boards secured new sponsorship investment across international series and national team apparel, while the ECB and Castore expanded their support for women’s and girls’ cricket through a major kit donation.
InsuranceDekho sponsors India’s Zimbabwe and Sri Lanka tours
InsuranceDekho has been named co-presenting sponsor of the broadcast coverage for India’s T20I series against Zimbabwe and title sponsor of India’s Test series against Sri Lanka, which will be branded the InsuranceDekho Cup.
“Everything we do comes down to backing people, so they move forward without fear. Our mission is to take insurance deeper into Bharat by empowering our advisors, who help crores of families protect what matters most. Standing behind Team India is an extension of that same belief.” — Ankit Agrawal, CEO and Co-Founder, InsuranceDekho.
“As a captain, I learnt that a team plays fearlessly only when it knows someone is behind it. That’s exactly what InsuranceDekho does—for its advisors, for families, and now for Team India.” — Sourav Ganguly, Brand Ambassador, InsuranceDekho.
“Sri Lanka Cricket welcomes InsuranceDekho as the title sponsor of the upcoming Test series between India and Sri Lanka. We value partnerships that inspire participation and promote inclusivity, both of which are essential to developing a strong cricketing culture” — Ashley De Silva, CEO, Sri Lanka Cricket.
Hola Health expands Cricket Australia partnership
Hola Health has upgraded its partnership with Cricket Australia to Gold Partner status, with its logo appearing on the lower back of the Australia Men’s and Women’s playing shirts across all three formats for international matches in Australia, as well as on team and support staff training apparel.
“Hola Health has been a fantastic partner to work with since joining the CA family last summer, and we’re excited to see that partnership grow in year two.”
“We are committed to the wellbeing of participants and the broader cricket community, so Hola Health’s mission to making healthcare more accessible compliments that well.”
“We’re looking forward to seeing the Hola Health logo on our national team’s playing kits for games in Australia in the coming years.” — Ed Sanders, Chief Commercial Officer, Cricket Australia.
“We are incredibly proud to elevate our relationship with Cricket Australia and step up as a Gold Partner.
“Cricket is an integral part of Australian life, and just as the sport unites the nation, our mission at Hola Health is to ensure that every Australian – regardless of their postcode – has timely access to quality medical care.
“This expanded collaboration allows us to champion wellbeing on a national scale, and we are thrilled to see our new Hola Health logo featured prominently on the national teams’ playing kits and support staff training apparel during so many iconic matches across the country.” — Lenin Rajendran, Co-Founder and CEO, Hola Health.
Castore donates £150,000 of kit to women’s and girls’ cricket
ECB official kit supplier Castore has donated £150,000 worth of cricket and training apparel to support women’s and girls’ cricket across England and Wales.
“Women’s and girls’ cricket is continuing to grow at an incredible pace as a key strategic priority for the ECB. Ensuring players feel welcome, valued and part of the cricket community is a key part of that journey.”
“We are proud to work alongside Castore on this fantastic donation, which will see thousands of items of high-quality apparel reach clubs and communities across England and Wales and help inspire even more girls and women to get involved in the game.” — Ben Bradley, Head of Commercial Partnerships, ECB.
“At Castore, we believe sport has the power to inspire, unite and create opportunities. We are delighted to be working with the ECB to provide £150,000 worth of kit to women’s and girls’ cricket across England and Wales.”
“The Morag Myerscough collaboration was designed to celebrate the energy, individuality and future of women’s cricket, and we are proud that these items will now be worn by players in clubs and communities throughout the country. We hope the donation helps more girls and women feel connected to the game and encourages the next generation to get involved.” — Tom Beahon, Co-Founder, Castore.
Endorsements: Cricket stars front technology and sustainability brands
Cricketers continued to play a central role in brand expansion strategies, with Ajinkya Rahane supporting Imagineear’s entry into India and MS Dhoni combining investment with a brand ambassador role at SolarSquare.
Imagineear appoints Ajinkya Rahane as sports ambassador
Imagineear has appointed Ajinkya Rahane as its Sports Ambassador to support the UK-based visitor experience technology company’s expansion into the Indian market.
“Imagineear has built an outstanding global reputation, and I’m delighted to help bring that expertise to India as their Sports Ambassador. This partnership is about elevating how fans and audiences engage with Indian sport – and culture more broadly – and I’m excited to see where that journey takes us.” — Ajinkya Rahane, Sports Ambassador, Imagineear.
“Imagineear is excited to launch in India, as the anchor of our wider Asian growth strategy, and I am delighted to welcome Ajinkya Rahane as our Sports Ambassador. Over a distinguished career spanning nearly twenty years, he has built an enviable and unmistakable reputation in Indian and world cricket. Imagineear brings decades of experience in world-class experiential solutions. Together we will work to communicate India’s rich and unique narrative to fans and visitors in a market defined by renewed cultural confidence and continued global cricketing dominance.” — Andrew Nugée, Co-CEO, Imagineear.
MS Dhoni invests in and becomes brand ambassador for SolarSquare
MS Dhoni has invested in residential rooftop solar company SolarSquare and joined the business as its brand ambassador to promote rooftop solar adoption across India.
“For me, this is much bigger than investing in a company. It’s about investing in India’s future. Energy security and clean energy are priorities that will define India’s next decade, and residential solar has an important role to play. What gave me the confidence to come on board was the founders’ commitment to building for the long term. That’s why I am excited to join the SolarSquare mission as both an investor and brand ambassador.” — MS Dhoni, Investor and Brand Ambassador, SolarSquare.
“We are honoured to welcome MS Dhoni as an investor and brand ambassador at SolarSquare. Over two decades, he has held the trust and expectations of a billion Indians, and that is exactly the benchmark of trust we want to build with our customers. He is also someone who cares deeply about India and the climate, and genuinely believes in what we are building at SolarSquare.” — Shreya Mishra, Co-Founder and CEO, SolarSquare.
Domestic: Grassroots competitions and development pathways attract renewed commercial backing
Domestic cricket organisations strengthened long-term commercial partnerships, with Queensland Cricket extending support for the KFC T20 Max and Cricket NSW expanding its strategic apparel partnership with New Balance and Belgravia Apparel.
KFC and Seven renew support for the KFC T20 Max
KFC has extended its naming rights partnership with Queensland Premier Cricket and the KFC T20 Max for a further three years, while Seven has renewed as the competition’s host broadcaster for the 2026-27 season.
“KFC has been part of the Queensland Cricket journey for almost 30 years, so extending our partnership was an easy decision.”
“The growth of the KFC T20 Max has been exciting to watch, and we’re thrilled to continue supporting a competition that creates opportunities for players, clubs and communities across Queensland.”
“We’re looking forward to another memorable season both on and off the field.” — Krystal Zugno, General Manager Australian Operations, Collins Foods.
“We are delighted that KFC will continue to back Queensland Cricket for a further three years, especially in such a key aspect of our game as the T20 Max competition.”
“KFC have been a staunch supporter of cricket in this State for nearly three decades, and their strong connections to the grassroots in this time represent a generational commitment.”
“Since implementing the T20 Max competition in 2022, we have seen the vital role it has played in growing the health and strength of Premier Cricket in Queensland.”
“Each year the T20 Max provides players with the opportunity to showcase their skills and ability and ultimately achieve a WBBL or BBL contract, or a place in a State squad.”
“Queensland Cricket congratulates the Premier Clubs and their hard-working coaches and volunteers for their on-going commitment to KFC and the T20 Max and wishes all players good fortune ahead of this year’s competition.”
“Anyone who watched Jack Wildermuth and Matt Renshaw combine in the historic BBL run chase at the Gabba against the Perth Scorchers in December would no doubt class it as one of the most exciting games they had witnessed.”
“But those keen fans who enjoyed the T20 Max a few months earlier would have seen both players produce spectacular innings in their club colours to foreshadow what was to come. Having such performances streamed on 7 Plus can only benefit the competition and Premier Cricket.”
“It’s outstanding to have Channel 7 complement their Big Bash commitment through by delivering world class national coverage of the T20 Max.” — Pete Lock, General Manager – Marketing and Commercial, Queensland Cricket and the Brisbane Heat.
Cricket NSW expands partnership with New Balance and Belgravia Apparel
Cricket NSW has expanded its multi-year partnership with New Balance and Belgravia Apparel, with the companies becoming Official Partner of Cricket NSW, Preferred Apparel Provider and Exclusive Apparel Partner of the Sydney Sixers and Sydney Thunder T20 Youth Camps and Academies.
“We are thrilled to elevate our partnership with New Balance and Belgravia Apparel. Our long-term ambition is to deliver a consistent and cohesive apparel offering across elite, semi-elite and community cricket. By aligning branding and quality standards, this partnership aims to strengthen the connection between grassroots participation and the high-performance environment.” — Ben Hirschfeld, Chief Commercial Officer, Cricket NSW.
“Community sport is at the core of what we do. We are delighted to build on the existing relationship we have with Cricket NSW through our Cricket Australia partnership as Official Apparel Partner for the Thunder and Sixers BBL and WBBL, the state pathways and representative programs. We believe seeing community players in the same quality apparel as their state teams helps inspire participation, pride and a stronger connection between grassroots and elite cricket.” — Brian Waldron, Chief Executive Officer – Sports, Belgravia Apparel.
