From blockbuster tournament partnerships to bold cross-sport investments and high-impact athlete endorsements, this edition of the Global Cricket Sponsorship Roundup captures the full spectrum of cricket’s commercial momentum. The Asia Cup 2025 has ignited a sponsorship frenzy across national teams with Apollo, STARTRADER, and Havells leading the charge. Meanwhile, KL Rahul’s entry into franchise ownership via the PVL’s Goa Guardians shows cricket stars are expanding their influence well beyond the boundary. And at the individual level, Shubman Gill is dominating the brand scene — becoming the face of both Bowlers pet nutrition and Beats’ latest audio tech. Across every layer of the cricket ecosystem, partnerships are not just scaling — they’re evolving.
NATIONAL BOARDS: Blockchain, Breakfast Brands, and Youth Empowerment Drive New Wave of Sponsorships for England, Sri Lanka, and Ireland
As the international calendar heats up, national boards are welcoming a dynamic mix of sponsors tapping into cricket’s growing global visibility and social resonance. England’s upcoming T20I tour of Ireland has attracted the backing of blockchain brand TokenFi, tying into a new product launch while expanding on previous partnerships with Cricket Ireland. In Sri Lanka, heritage food brands MeadowLea and Maliban are stepping into the women’s game — supporting both senior and U19 squads at World Cup and bilateral levels — with clear messages of empowerment, inclusion, and national pride. These deals reflect a wider trend: cricket’s rising commercial appeal across formats, gender, and age groups.
TokenFi named title sponsor for England’s T20I tour of Ireland
Blockchain platform TokenFi has been confirmed as the title sponsor for England’s three-match T20I series in Ireland this September, continuing its deepening ties with Cricket Ireland.
The deal includes full branding across the series logo, pitch mats, boundary boards, interview backdrops, and broadcast graphics — with the series set to reach over 30 million global viewers. The matches will air on TNT Sport (UK/Ireland), Supersport (Africa), Fancode (India), Tapmad (Pakistan), and Rush (Caribbean).
“By sponsoring the UAE National Team, we celebrate more than a sport — we celebrate resilience, strategy, and teamwork,” TokenFi said, drawing parallels between cricket and trading communities.
The sponsorship follows TokenFi’s earlier partnership during the West Indies tour and coincides with the launch of its Nimbus airdrop automation platform on BNB Chain — leveraging cricket’s mass reach as a launchpad for its Web3 product.
MeadowLea joins Sri Lanka Women’s Team as official sponsor for ICC Women’s World Cup 2025
MeadowLea, a household brand under Pyramid Wilmar, has signed on as the Official Team Sponsor of the Sri Lanka Women’s National Team for the 2025 ICC Women’s Cricket World Cup.
The tournament, taking place in India and Sri Lanka from September 30 to November 2, will feature seven group stage matches for Sri Lanka — offering MeadowLea substantial pan-regional exposure.
“MeadowLea champions two unshakeable pillars: female empowerment and national pride,” said Hiranth Fernando, Consultant Sales and Marketing at Pyramid Wilmar.
“Backing the development of women’s cricket enables us to empower young female athletes and support them in taking their groundbreaking talent to the world.”
The brand aims to use the partnership to drive both business visibility and social impact, aligning with its broader campaign to deliver “Moments of Goodness” across the country.
Maliban becomes title sponsor for Sri Lanka vs Australia U19 Women’s Series 2025
In a show of continued support for grassroots cricket, Sri Lanka-based food giant Maliban has become both the team sponsor and title sponsor of the Sri Lanka vs. Australia U19 Women’s Series 2025.
The series — officially titled the “Maliban Sri Lanka vs. Australia U19 Women’s Series 2025” — will include five T20s and one ODI, all played in Dambulla and broadcast live on Sri Lanka Cricket’s YouTube channel and Talent TV. Entry will be free to the public.
“Extremely happy to welcome Maliban onboard for this all-important series,” said Upul Nawaratne Bandara, Head of Marketing, Sri Lanka Cricket.
“Women’s cricket is gaining popularity, not only in Sri Lanka, but internationally.”
Ravi Jayawardena, Group CEO of Maliban, added:
“These young athletes represent courage, passion, and possibility… It is our privilege to stand beside them as they chase their dreams.”
This partnership further solidifies Maliban’s role as a long-term investor in youth and women’s sport, reinforcing the company’s broader mission of social empowerment through sport.
ENDORSEMENTS: Shubman Gill Doubles Down with Bowlers and Beats; Jasprit Bumrah, PV Sindhu Lead the Charge for Foundit and Puma
Cricket stars continue to dominate the brand endorsement landscape, leveraging their on-field credibility and massive digital influence to cross into new verticals — from pet care and fitness tech to AI-driven career platforms and lifestyle campaigns. Shubman Gill, widely seen as Indian cricket’s next big marketing icon, has announced back-to-back ambassador roles with Bowlers pet nutrition and Beats audio. Jasprit Bumrah, another commercial force, anchors foundit’s latest campaign around career transformation, while PV Sindhu adds momentum to Puma’s push into India’s fast-growing running community. Together, these athletes are redefining how brands tell stories — not just about products, but about performance, aspiration, and identity.
Shubman Gill becomes face of Bowlers pet nutrition in push for Tier 2 & 3 markets
Indian opener Shubman Gill has been signed as the brand ambassador for Bowlers, the flagship dog food brand of Allana Pet Solutions, a division of Allana Consumer Products Ltd. The partnership aims to tap into the growing pet care segment in India, especially in emerging urban markets.
Gill will feature in integrated digital, regional, and ground-level campaigns designed to raise awareness of science-led, balanced dog nutrition. The campaign places particular focus on Tier 2 and Tier 3 cities, where pet ownership is booming.
“Our partnership with Shubman Gill represents a strategic milestone in Bowlers’ journey to disrupt India’s rapidly growing pet food market,” said Nitin Kulkarni, Business Head – Allana Pet Solutions.
“Shubman’s influence among the youth and aspirational pet parents aligns seamlessly with our goal of making world-class nutrition accessible.”
The endorsement aligns with Gill’s clean public image and strong following among younger audiences, further strengthening his foothold across non-cricket verticals.
Shubman Gill partners with Beats to promote Powerbeats Pro 2 earbuds
In another high-profile endorsement, Gill has teamed up with Beats — the Apple-owned audio brand — as the poster face of its new Powerbeats Pro 2 wireless earbuds in India.
The product, positioned for fitness and lifestyle users, boasts heart rate tracking, ANC, adaptive EQ, and 45-hour battery life. Gill is the central figure in the newly launched ad campaign that spotlights the brand’s premium positioning.
With this partnership, Gill adds to a growing endorsement portfolio that spans over 20 brands, including fintech, fashion, tech, and wellness. In 2024, his endorsement earnings were pegged at ₹40 crore.
The deal underscores Gill’s strategic expansion into diverse categories — a sign of his transformation from rising star to commercial mainstay. As the current vice-captain of India at the Asia Cup 2025, Gill’s brand equity is only expected to grow.
Jasprit Bumrah stars in foundit’s “Boss Aaj Kal” campaign for career transformation
Jasprit Bumrah fronts the new “Boss Aaj Kal” campaign by foundit, the AI-powered career platform formerly known as Monster. The film uses humour to position the company as a smart, tech-driven solution for modern professionals seeking the right opportunities.
Bumrah — known for accuracy and calm under pressure — is cast as a metaphor for the platform’s promise of reliability and precision.
“Jasprit Bumrah’s precision and speed perfectly mirror our approach to delivering relevant jobs through our advanced jobs platform,” said Anupama Bhimrajka, VP – Marketing at foundit.
The campaign will be distributed across social and digital platforms, reinforcing foundit’s repositioning as a tech-first brand. For Bumrah, it adds to an already stacked endorsement year, with partnerships in 2025 including Volkswagen, Lenovo, L&T Finance, and Canara HSBC Life Insurance.
PV Sindhu joins Ibrahim Ali Khan in Puma’s ‘Go Wild’ running campaign
PV Sindhu, alongside actor Ibrahim Ali Khan, headlines Puma India’s new running campaign, Go Wild, designed to highlight the physical and emotional highs of running as a lifestyle.
With India’s registered running population crossing 2.5 million, the campaign reflects Puma’s strategic focus on performance and community-based sports engagement. A 60-second film uses the idea of the “Runner’s High” as a metaphor for personal growth.
“The objective of this campaign is to introduce individuals to the sheer joy associated with pursuing the Runner’s High,” said Karthik Balagopalan, MD, Puma India.
The ad also signals Puma’s broader intent to dominate the non-cricket sportswear market, where running now accounts for 23.5% of non-cricket sponsorship in India (GroupM, 2024).
Sindhu continues to be a key face for high-performance and gender-inclusive branding in India — bridging Olympic success and lifestyle credibility.
DOMESTIC TOURNAMENTS AND FRANCHISE LEAGUES: WA Cricket Signs Hola Health in Major Wellness Play; KL Rahul Enters Franchise Ownership with Volleyball Bet
As the cricket world gears up for a packed 2025-26 season, off-field developments continue to shape the evolving franchise landscape. In Australia, WA Cricket has entered a wide-ranging healthcare partnership with Perth-based startup Hola Health, making wellness and accessibility core to its athlete and staff support strategy. Meanwhile, in a cross-sport investment move, Indian star KL Rahul has joined the ownership group of the Goa Guardians, the newest franchise in India’s Prime Volleyball League — a signal of cricketing capital now flowing into adjacent sports. Both moves highlight the expanding scope of athlete influence and team partnerships beyond traditional sponsorship.
WA Cricket secures Hola Health as Official Healthcare Partner across all state teams
WA Cricket has partnered with Hola Health, a digital health company headquartered in Perth, in a wide-ranging deal that makes Hola the Official Healthcare Partner and front-of-shirt sponsor of WA’s three state teams — the men’s Sheffield Shield and One-Day Cup squads, and the women’s WNCL team.
Hola offers virtual GP consultations 24/7, with the partnership also extending its Corporate Care product to WA Cricket’s entire playing and support staff. The agreement builds on Hola’s existing ties to cricket, including its support of the Willetton Premier Cricket Club.
“This collaboration fits perfectly into the health and wellbeing aspect of what we’re trying to do here at WA Cricket,” said Justin Michael, Chief Operating Officer, WA Cricket.
“We are excited to see this partnership grow into the future.”
Hola Health CEO Lenin Rajendran highlighted the deeper connection to the region and sport:
“With our core operations and key team members based here, it is especially meaningful to partner with such a celebrated local sporting organisation… We believe this is the start of a long-term partnership, as both Hola Health and WA Cricket share a passion for health and community.”
The Hola logo will appear prominently on team kits starting with the upcoming One-Day Cup, WNCL, and Sheffield Shield campaigns in September and October.
KL Rahul becomes co-owner of Prime Volleyball League’s Goa Guardians
In a strategic foray outside cricket, Indian batter KL Rahul has joined the ownership group of the Goa Guardians, the 10th franchise in the Prime Volleyball League (PVL). The team will debut in Season 4 this October, adding a high-profile sporting name to the PVL’s growing brand.
“This feels like a full circle moment for me,” said Rahul.
“PVL is a turning point for the sport in India… I’m thrilled to join the Goa Guardians not just as a supporter, but as a co-owner. Volleyball has always been a sport I enjoyed, and I’m excited to lend my voice and play my part in growing the sport in our country.”
The Guardians are backed by Netenrich founder Raju Chekuri, who welcomed Rahul’s entry into the group:
“His passion for volleyball and belief in its potential will help us build a franchise that inspires fans and empowers athletes.”
PVL CEO Joy Bhattacharjya added:
“KL Rahul’s support adds immense value… His presence will attract more fans and accelerate the growth of the sport in India.”
Rahul’s investment reflects a broader trend of cricketing stars stepping into ownership roles in emerging sports — a shift toward influence that goes beyond the pitch.
