From major franchise sponsorships in The Hundred and long-term renewals in the Big Bash to significant grassroots investment by national governing bodies, cricket’s commercial momentum continued to gather pace over the past week. Franchise teams secured high-profile apparel, technology and consumer brand partnerships, governing bodies expanded media, participation and women’s cricket initiatives, while digital rights and fan engagement deals further demonstrated the growing commercial value of domestic competitions around the world.
BBL: Long-term renewals reinforce league and club commercial partnerships
The Big Bash has strengthened its commercial portfolio with a pair of long-term partnership renewals, as Brisbane Heat extended their relationship with Plantation Homes while Cricket Australia secured BKT Tyres’ continued backing of the BBL and WBBL through the 2028-29 season.
Brisbane Heat extends Plantation Homes partnership
Plantation Homes has extended its partnership with Brisbane Heat for a further two years, with the homebuilder continuing its branding across playing apparel, match day signage, premium hospitality, and community initiatives including the Backyard to Big Bash school holiday clinics.
“We’re delighted to extend our partnership with Plantation Homes for a further two years.”
“Over the past two seasons, Plantation Homes has been a fantastic supporter of the Brisbane Heat, sharing our commitment to bringing families together and creating opportunities for people to connect through cricket.”
“Their support extends well beyond match day. From engaging with our members and fans at the Gabba to helping deliver community programs such as Backyard to Big Bash, Plantation Homes has become a valued partner of the club.”
“We’re excited to continue building on what has already been a very successful partnership and look forward to creating even more opportunities for our fans and the wider Queensland community in the years ahead.” — Pete Lock, Brisbane Heat, General Manager – Commercial, Marketing & Corporate Affairs.
“The Brisbane Heat partnership is built on shared values – bringing families together, supporting local communities and creating meaningful connections across Queensland. We’re delighted to extend our partnership for a further two years and continue building on what has been a successful relationship.”
“We’re also thrilled to have the Heat supporting our House for Life campaign, helping shine a spotlight on Mater Little Miracles and the incredible work the charity does for premature and critically ill babies and their families.” — Tindi Sorbera, Plantation Homes, General Manager – Marketing.
BKT Tyres extends Big Bash Golden Cap partnership
BKT Tyres has extended its partnership with Cricket Australia for a further three years, remaining the naming rights partner of the BKT Golden Bat and BKT Golden Arm awards across the BBL and WBBL until the end of the 2028-29 season.
“We’re thrilled to extend our partnership with BKT Tyres, who has been such a fantastic supporter of the Big Bash for nearly a decade.”
“The BKT Golden Bat and BKT Golden Arm caps have long been popular with players and fans and a great way to celebrate the world-class batting and bowling across both the BBL and WBBL.”
“BKT Big Bash Tipping also adds to the fan experience, giving fans another avenue to engage with the leagues and challenge their friends, families and workplaces.”
“We’re looking forward to continuing to build on our strong relationship with BKT Tyres as this partnership extends beyond a decade in the coming years.” — Alistair Dobson, Cricket Australia, General Manager, Big Bash Leagues.
“The extension of our partnership with the BBL reflects the strength of a collaboration that has continued to evolve since 2018.”
“Throughout these years, we have shared a vision of excellence, innovation, and fan engagement, achieving significant milestones together.”
“As Australia remains a strategic market for BKT, also cricket is one of the most popular and engaging sport bringing together thousands of passionate every year, that’s why we are pleased to continue supporting one of the world’s most exciting cricket competitions through to the 2028-29 season.”
“We look forward to building on the success we have achieved together and creating lasting value for all our stakeholders and fans across the world.” — Rajiv Poddar, BKT Tyres, Joint Managing Director.
Franchise Leagues: The Hundred drives sponsorship growth as franchises expand commercial portfolios
The Hundred continued to strengthen its commercial appeal with a wave of new partnerships across multiple franchises, spanning principal sponsorships, apparel branding, technology, logistics, sports nutrition and community initiatives. Elsewhere, the Caribbean Premier League launched a new fan engagement partnership through the introduction of an official fantasy cricket game.
Manchester Super Giants secure Zoopla as first front-of-shirt sponsor
Zoopla has become the first-ever official front-of-shirt sponsor of Manchester Super Giants, with its branding appearing on the men’s and women’s playing shirts throughout the 2026 season of The Hundred.
“Partnering with Manchester Super Giants puts Zoopla in front of exactly the audience we want to reach—homeowners and movers thinking about their next move.”
“The Hundred’s blend of national reach and local pride makes it the perfect stage for that message, right before the market gets ready for the autumn selling season. We’re proud to be the club’s first-ever shirt sponsor and to back a team with such ambition.” — Paul Whitehead, Zoopla, CEO.
“We’re really excited to welcome Zoopla as our first front-of-shirt sponsor. It’s a significant partnership that reflects the momentum we’re building as a new team and the opportunity Manchester Super Giants provides for leading brands.” — Vinay Chopra, RPSG Sports, Chief Executive.
Southern Brave appoint DP World as principal partner
DP World has become the new principal partner of Southern Brave in a multi-year agreement, with the global logistics company featuring on the front of the men’s and women’s playing shirts.
“What stood out about DP World from the very beginning is their track record as a genuinely committed cricket partner. You only have to look at what they’ve built across the game, from the top of international cricket right down to grassroots programmes putting kit into the hands of young players, to see that they invest properly in the sports they back. This was never going to be a badging exercise for them, and it isn’t for us. We’re genuinely excited about what we can create together, and our supporters will see and feel the difference from this summer onwards.” — Ankit Baldi, Southern Brave, CEO.
Birmingham Phoenix name Lucozade as hydration partner
Lucozade has become the Official Sports Drink and Hydration Partner of Birmingham Phoenix, marking the beverage brand’s first sponsorship of a franchise in The Hundred.
“We’re thrilled to welcome Lucozade to the Birmingham Phoenix family as our Official Sports Drink and Hydration Partner. To secure a brand of Lucozade’s stature is a significant milestone for us, and we’re particularly proud to be the brand’s first partner in The Hundred.”
“Performance and preparation are central to everything we do, and Lucozade’s expertise in hydration and supporting elite athletes makes them a perfect fit. The connection through Jude Bellingham adds another exciting dimension to the partnership and demonstrates the growing appeal of Birmingham Phoenix to leading global brands.” — Ben Seifas, Birmingham Phoenix, Head of Commercial Partnerships.
Trent Rockets partner with Masuri
Masuri has become an official partner of Trent Rockets, supplying cricket protective equipment as part of a partnership focused on player welfare.
“Player safety is at the heart of everything we do, and we’re proud to be partnering with a brand that shares those values so strongly. Masuri has built an outstanding reputation within the game for innovation and quality, and this partnership will help ensure our players continue to benefit from some of the very best protective equipment available. We look forward to working together over the coming years to champion safety and support the continued growth of cricket.” — Joe Sharphouse, Trent Rockets, Head of Commercial.
Welsh Fire name Infinite Computer Solutions front-of-shirt partner
Infinite Computer Solutions has become the new front-of-shirt partner of Welsh Fire for the 2026 season, with branding featuring on the men’s and women’s playing shirts.
“We’re thrilled to welcome Infinite Computer Solutions as our new front-of-shirt partner at a hugely exciting moment for Welsh Fire.”
“Welsh Fire is building real momentum both on and off the field, and bringing in a partner of Infinite’s calibre reflects the ambition we have for the season ahead.”
“With a refreshed squad, big fixtures at Sophia Gardens and a growing connection with our supporters, this is the perfect time to launch a partnership that will help drive the franchise forward.” — Ed Rice, Welsh Fire, Chief Commercial Officer.
“We are delighted to partner with Welsh Fire for the 2026 season and support one of the most exciting teams in The Hundred.”
“This partnership reinforces our belief in nurturing and supporting cricket, especially women’s cricket and reflects our commitment to innovation, excellence and continuous growth, values that are central to both organisations.”
“We look forward to supporting Welsh Fire throughout the season and engaging with supporters, partners and communities across Wales and beyond.” — Sanjay Govil, Infinite Computer Solutions, Chairman of the Board.”
Welsh Fire partner with Admiral to support women’s career pathways
Admiral has partnered with Welsh Fire Women to create skills development, mentoring and career pathway opportunities for women and girls in underrepresented industries.
“Women’s cricket has shown what can happen when organisations invest in opportunity, visibility and pathways for talent.”
“The challenges may be different, but there are clear parallels with the automotive industry. By bringing sport and business together, we can share ideas, learn from one another and help create environments where more women can succeed.” — Ed Rice, Glamorgan Cricket, Commercial Director.
“Through this partnership, we can learn from the growth of women’s cricket and apply those insights across our supply chain.”
“While cricket and garages may seem very different, we’ve identified similarities in areas such as recruitment, leadership and creating inclusive environments that are helping to shape future programmes.”
“Together, we want to help more women see a future in traditionally underrepresented careers, creating pathways into skills, employment and leadership that benefit individuals, businesses and communities for years to come.” — Michelle Leavesley, Admiral Group, Chief Sustainability Officer.
Welsh Fire welcome YETI as official supporter
YETI will support Welsh Fire throughout the 2026 season, providing premium products to the team while delivering fan activations and matchday experiences.
“We’re delighted to have YETI supporting Welsh Fire this season.”
“YETI’s reputation for quality and innovation makes them a fantastic addition as we continue to grow our fanbase and deliver an exceptional matchday experience.” — Ian Davis, Welsh Fire, Head of Partnerships.
Welsh Fire appoint Matchbook as official sleeve partner
Matchbook has become the Official Sleeve Partner of Welsh Fire for the 2026 season, with branding appearing on the sleeves of the men’s and women’s playing shirts alongside fan engagement activations.
“We’re delighted to welcome Matchbook as our Official Sleeve Partner for the 2026 season.”
“Matchbook has built a strong reputation through innovation and customer engagement, and we’re excited to work together to create meaningful moments for fans throughout the season.”
“This partnership represents another significant step forward for Welsh Fire as we continue to grow the Club’s commercial platform and strengthen relationships with leading brands that share our vision for the future.” — Ed Rice, Welsh Fire, Chief Commercial Officer.
“We’re delighted to be partnering with Welsh Fire ahead of what promises to be another exciting season of The Hundred.”
“Cricket has one of the most passionate and knowledgeable fanbases in world sport, and Welsh Fire is an ambitious club with a growing profile.”
“As The Hundred continues to attract audiences both in the UK and internationally, we’re looking forward to creating engaging content, fan experiences and activations that bring supporters closer to the game throughout the season.” — Ronan McDonagh, Matchbook, CEO.
Caribbean Premier League launches fantasy game with The Cricket Draft
The Cricket Draft has partnered with the Caribbean Premier League to launch the official fantasy game for the 2026 season, allowing fans worldwide to compete through a free-to-play fantasy platform.
“We are delighted to have created a game in conjunction with one of the biggest and most exciting T20 leagues in the world. The Caribbean Premier League is renowned for its high-octane cricket, incredible atmosphere, and elite global talent. Partnering with the CPL allows us to deliver a truly immersive, best-in-class fantasy experience to hugely passionate cricket fans across the globe, bringing them even closer to the action on the pitch.” — John Welch, The Cricket Draft, Co-Founder.
“The CPL is world-renowned not just for top-tier T20 cricket, but for the unique energy, passion, and carnival atmosphere our fans bring to every single match. Partnering with The Cricket Draft allows us to continue to extend that experience globally, giving supporters an interactive way to test their cricket knowledge, back their favourite players, and stay deeply engaged with the tournament throughout the season.” — Peter Miller, Caribbean Premier League, Head of PR & Communications.
National Boards: Governing bodies strengthen commercial and grassroots investment through strategic partnerships
National cricket boards continued to expand their commercial and community programmes through partnerships spanning media, grassroots participation, women’s cricket, bilateral series sponsorship and sport development funding.
Cricket Australia extends oOh!media Test season partnership
oOh!media has extended its partnership with Cricket Australia to deliver official cricket news, match countdowns, highlights and live scores across the entire 2026–27 NRMA Insurance Men’s Test season.
“The success of last summer’s Ashes program demonstrates what’s possible when great activations come together to bring audiences closer to the moments that matter. By extending our collaboration with Cricket Australia across the full Test season, we’re giving fans greater access to the game wherever they are, while creating new opportunities for brands to be unmissable during the cultural moments that matter.” — Mark Fairhurst, oOh!media, Chief Revenue Officer.
“Last summer’s Ashes collaboration showed how cricket content can engage fans beyond the match day experience. We’re excited to build on that with oOh!media across the 2026/27 NRMA Insurance Men’s Test series, and the 150th Anniversary Test Match.” — Teresa Basile, Cricket Australia, Head of Brand and Marketing.
ECB and KP Snacks launch £750,000 grassroots fund
KP Snacks has committed £750,000 over three years to support the ECB’s Cricket Cities Programme through the new KP Snacks Everyone In Fund, helping expand grassroots cricket opportunities across urban communities in England and Wales.
“The Cricket Cities Programme works with ethnically diverse communities, using cricket as a platform to create lasting social impact. KP Snacks’ investment through the Everyone In Fund will help strengthen that work – through community-led partnerships we’re strengthening local organisations and supporting delivery to enable more people to experience the game in a way that works for them.”
“We are delighted to continue working with KP Snacks, whose support for cricket across The Hundred, England teams and grassroots participation continues to play an important role in making the game more inclusive and accessible.” — Leshia Hawkins, England and Wales Cricket Board, Managing Director of the Recreational Game.
“Everyone In reflects our ambition to help as many people as possible lead healthier, more active lives, while giving particular support to those who are currently excluded from opportunities to get active. Through the KP Snacks Everyone In Fund, we are committing to an investment over three years to support the ECB’s Cricket Cities Programme and create more accessible ways for people to take part in cricket and cricket-related activities.”
“For many people, particularly in urban communities, barriers such as limited green space, the cost of organised activity and a lack of suitable local opportunities can make it harder to be active. By working with the ECB, Recreational County Boards and community partners, we want to help remove those barriers and make physical activity feel more achievable, welcoming and relevant to more people.”
“Our cricket partnerships, from The Hundred to the England teams, give us a powerful platform to inspire participation and support lasting change. This fund is about using cricket as a route into activity, helping more people move more often and ensuring that, when it comes to getting active, everyone really is in.” — Kevin McNair, KP Snacks, Marketing Director.
ECB, Metro Bank and Take Her Lead partner to support women’s cricket workforce
Take Her Lead has partnered with the ECB and Metro Bank to strengthen the volunteer, coaching and leadership network supporting women’s and girls’ recreational cricket through the Metro Bank Girls in Cricket Fund.
“Behind every girl who falls in love with cricket is a community of people who made that moment possible. At Take Her Lead we are on a mission to enable a more inclusive culture for women and girls. We pride ourselves in creating programmes and initiatives that open doors, remove barriers, and build environments where women and girls can truly thrive.”
“This partnership is about investing in the community that can help us achieve that ambition, when women and girls are supported on the pitch and beyond, the future becomes brighter for everyone.”
“We look forward to welcoming a new member to the team to bring the partnership’s ambition to life.” — Mary Cahill, Take Her Lead, Head of Operations.
“Women’s and girls’ cricket is experiencing incredible momentum, with more women and girls playing, volunteering and leading within the game than ever before. Sustaining that growth depends on the people behind the scenes who create welcoming, inclusive and inspiring environments in clubs and communities across England and Wales.”
“That’s why, through the Metro Banks Girls in Cricket Fund, were delighted to partner with Take Her Lead to strengthen the networks that support volunteers, coaches, officials and leaders across the recreational game. By investing in the people who make cricket happen, we can help ensure more women and girls not only discover the sport but feel supported to stay involved and thrive within it.” — Gemma Barton, England and Wales Cricket Board, Head of Strategic Growth.
“Seeing more women and girls discover a love for cricket is exactly why the Metro Bank Girls in Cricket Fund was created. We have already seen incredible growth in the number of girls teams, and we’re excited to work with Take Her Lead to help build on that momentum by supporting the people who make the game happen. Metro Bank is driven by relationships and through this partnership we want to help coaches, volunteers and others to connect, learn from one another and help create environments where women and girls can thrive in cricket.” — Danielle Lee, Metro Bank, Director of Brand and Marketing.
Parimatch Sports becomes co-sponsor of India tour of Sri Lanka
Parimatch Sports has become the official co-sponsor of the India Tour of Sri Lanka 2026, receiving broadcast, in-stadium and digital branding rights throughout the two-Test series.
“The India Tour of Sri Lanka is one of the most exciting contests on the international calendar, and we’re proud to be part of it. Through this partnership, we hope to make every day of the series even more engaging for cricket fans and add to the excitement of a series that means so much to millions of supporters.” — Parimatch Sports, Press Office.
KNCB receives funding from Nederlandse Loterij
Nederlandse Loterij has provided the KNCB with €141,788 to support the continued development of cricket in the Netherlands, helping fund clubs, youth programmes, and the training of coaches, officials and volunteers.
“We are extremely grateful for this contribution. Thanks to this amount, we can continue to invest in the development of cricket in the Netherlands. From supporting clubs and youth programmes to training coaches, officials and volunteers. In this way, we make our sport stronger, more accessible and future-proof.” — Huib van Walsem, KNCB, Chief Executive Officer.
