This week’s Global Sponsorship Roundup showcases how cricket’s commercial engine continues to rev with full force across continents and categories. In Australia and England, Toyota doubles down on its long-term vision, renewing landmark partnerships with both Cricket Australia and The Hundred. Meanwhile, the World Championship of Legends 2025 lands Dugasta Properties as title sponsor, promising a blockbuster season headlined by retired greats like AB de Villiers and Yuvraj Singh. And in a powerful example of athletes investing in innovation, Shane Watson and Axar Patel back FitFeast, a rising D2C protein brand that’s rewriting India’s health playbook. From grassroots to global arenas, these partnerships spotlight cricket’s expanding commercial universe and cultural relevance like never before.

England: Toyota Drives Deeper Into Cricket With The Hundred Kit Deal

As The Hundred gears up for its fifth season, the England and Wales Cricket Board (ECB) is placing an increased emphasis on brand collaboration, inclusivity, and fan engagement. The latest commercial development sees Toyota expanding its cricket sponsorship footprint by becoming the official Automotive Partner for The Hundred — a move highlighted by the launch of striking new playing kits for all eight teams. The kits, designed by New Balance using 100% recycled materials, marry performance innovation with urban style, and now showcase Toyota branding on the sleeve alongside headline sponsor KP Snacks.

Toyota Takes the Wheel in The Hundred’s 2025 Season

Toyota has deepened its commitment to English cricket by partnering with The Hundred for the 2025 season, marking a significant expansion of its role as an ECB sponsor. The new partnership is prominently displayed on the newly launched kits, which feature Toyota branding on the sleeves for all eight franchises. This aligns with Toyota’s broader goal to support grassroots cricket and enhance inclusivity across the sport.

Scott Thompson, President and Managing Director at Toyota GB, emphasized the strategic alignment of the partnership:
“By extending our partnership with the ECB, as Automotive Partner for The Hundred, we continue to work towards the shared commitment to making cricket more accessible and inclusive, with the joint ambition of fostering participation growth through the shortest form of the game and equally championing both men’s and women’s cricket.”

Toyota’s activation at The Hundred venues — the ‘Every Catch Counts’ challenge — invites fans to collectively log 250,000 catches throughout the tournament. If achieved, Toyota will donate £10,000 to its Good For Cricket prize draw, supporting local clubs with much-needed fundraising.

Alex Perkins, Commercial Partnership Director for The Hundred, added:
“We’re delighted to be extending our partnership with Toyota to include The Hundred. They share our commitment to help make the game for everyone, and to take it to as many fans as possible.”

The 2025 kits, made by New Balance, continue to emphasize sustainability with 100% recycled and recyclable materials and cutting-edge NB DRY technology. Design-wise, they fuse sport with street style — influenced by music, fashion, and the cities each team represents — reflecting The Hundred’s ongoing efforts to bridge the gap between cricket and youth culture.

With tickets already on sale and strong early demand, The Hundred looks set to deliver another high-energy summer of cricket-meets-entertainment starting August 5.

MLC: Seattle Orcas Dive Into Web3 With BlockDAG Partnership

Major League Cricket continues to attract next-gen partnerships as the Seattle Orcas team up with blockchain platform BlockDAG in a multi-layered deal that aims to transform fan engagement through Web3 technologies. As cricket expands across the U.S. and taps into its massive global following, this partnership blends sports fandom with crypto innovation, positioning the Orcas as a digital-first franchise with eyes on the future.

Seattle Orcas and BlockDAG Enable Season-Long Web3 Integration for Fans

In a strategic move to enhance digital fan interaction, the Seattle Orcas have partnered with blockchain firm BlockDAG, bringing Web3 tools — including NFTs, fan tokens, and exclusive digital content — directly into the heart of their ecosystem. Through this partnership, the Orcas aim to create immersive, blockchain-backed fan experiences while also contributing to broader crypto education and adoption.

Seattle Orcas CEO Hemant Dua emphasized the transformative nature of the collaboration:
“This partnership represents a significant step towards enhancing how fans connect with the game.”

The deal includes co-branded digital content across the Orcas’ platforms — such as match previews, player-led videos, and fan-generated reels — all designed to showcase the possibilities of Web3. Fans will be able to access exclusive behind-the-scenes content, vote in polls, receive early access to merchandise, and even unlock digital collectibles, creating a more participatory fan journey.

Nicolaas van den Bergh, CMO of BlockDAG, noted:
“We see cricket’s global appeal as a powerful bridge to bring blockchain technology to millions of passionate fans. This collaboration aims to harness that energy to build deeper connections.”

The partnership also aligns with BlockDAG’s upcoming global launch on August 11, following a $329 million presale and the distribution of over 23.6 billion BDAG coins. With a roadmap featuring a live testnet, ASIC mining units, and 2 million+ users on its X1 Miner app, the Orcas tie-in marks a key strategic step in expanding BlockDAG’s reach beyond the crypto-native audience.

Notably, this is not a one-off sponsorship — BlockDAG is deploying a broader sports strategy, including support for rugby side Seattle Seawolves, positioning itself within fan communities where loyalty and identity run deep. For the Orcas, it’s a digital play that matches their rising on-field profile, offering fans a cutting-edge new way to experience the game.

Other Franchise Leagues: Legacy, Legends, and Local Stars Drive New Sponsorship Stories

Cricket’s commercial landscape continues to diversify across both emerging and nostalgic formats. From the grassroots fields of Ireland to a legend-filled T20 tournament in England, recent sponsorship developments demonstrate the sport’s broad cultural reach and commercial potential. Whether through celebrating current domestic talent or reviving icons from past eras, brands are aligning with cricket to connect with communities and build global visibility.

KB Sports Hub Launches ‘Player of the Festival’ Award Across Irish T20 Competitions

Cricket Ireland has partnered with KB Sports Hub to introduce a new Player of the Festival Award for both the men’s Inter-Provincial T20 Festivals and the women’s Evoke Super Series T20 Festivals. The award — a €175 or £150 voucher — will be given to standout performers at each festival, with retrospective recognition for players from previous events this season.

KB Sports Hub co-founder Arun Kumar highlighted the personal passion behind the partnership:
“At KB Sports Hub, cricket is not just our business, it’s our passion. We are proud to partner with Cricket Ireland… The competitions just improve in standard year-on-year, and we are delighted to be involved in recognising some of these fantastic performances.”

Winners announced so far include Stephen Doheny, Harry Tector, Tim Tector, Amy Hunter, and Orla Prendergast — with further awards set to be presented following the Dublin and Merrion festivals in July.

Dugasta Properties Named Title Sponsor for World Championship of Legends 2025

Dugasta Properties, a leading real estate developer based in Dubai, has been announced as the Title Sponsor for the 2025 season of the World Championship of Legends (WCL) — a global T20 tournament featuring retired international cricket stars. The partnership was facilitated by ITW Consulting DMCC and marks a fusion of sporting nostalgia and visionary brand building.

Tauseef Khan, Chairman of Dugasta Properties, spoke to the heart of the partnership:
“Cricket is more than just a game — it’s a legacy, a symbol of timeless passion, resilience, and pride. Much like the legends returning to the pitch, Dugasta Properties believes in delivering excellence that lasts.”

The WCL 2025 will return with a star-studded lineup, including AB de Villiers, Shikhar Dhawan, Kieron Pollard, Eoin Morgan, and Yuvraj Singh, and will be played across four major venues in England from July 18, 2025.

Naren Vish, Marketing Director of Dugasta Properties, added:
“WCL is not just a cricket tournament; it’s a movement… Together with WCL, we’re creating more than visibility. We’re creating value, memory, and meaning on the field and beyond.”

With over 325 million viewers in its debut season, WCL is poised to scale new heights — and Dugasta Properties’ “Vision 10/10” campaign promises to elevate the tournament’s global stature, uniting legacy with innovation.

National Boards: Cricket Australia and Toyota Extend Landmark Partnership Through 2029

Cricket Australia has solidified one of its most impactful and enduring commercial alliances, announcing a four-year extension of its partnership with Toyota Australia — a collaboration that spans elite teams, grassroots clubs, and inclusion initiatives. With over a decade of shared history and more than $8.3 million raised for local cricket clubs, the renewed agreement ensures Toyota remains a driving force behind cricket’s broad development across Australia.

Toyota and Cricket Australia Extend Groundbreaking National Partnership to 2029

Cricket Australia and Toyota Australia have announced a comprehensive four-year partnership extension, reaffirming their shared commitment to growing cricket from the grassroots to the national stage. The renewed deal will run through 2029, encompassing everything from the Australian Men’s and Women’s National Teams, the KFC Big Bash League, and the Weber WBBL, to state-level cricket associations and diversity and inclusion programs.

A cornerstone of the partnership is the Toyota Good for Cricket Program, which has revolutionized fundraising for community clubs across Australia. Over the past seven years, the initiative has raised more than $8.3 million, with this year alone seeing 1011 clubs participate and over $915,000 raised — all of which goes directly back to the local clubs.

Ed Sanders, Chief Commercial Officer at Cricket Australia, celebrated the renewed collaboration:
“We are thrilled to extend our long-standing partnership with Toyota Australia… We thank Toyota Australia for their continued commitment in supporting us to make cricket a sport for all.”

Sean Hanley, Vice President of Sales and Marketing at Toyota Australia, echoed the sentiment, highlighting the broader impact:
“Cricket is a sport that unites communities and inspires Australians, and we’re delighted to play a role in ensuring its continued success… The entire team at Toyota Australia are looking forward to helping to build a stronger, more inclusive, and sustainable future for cricket across the country.”

Beyond traditional sponsorships, Toyota will continue its role as the official automotive partner for each state cricket body, reinforcing its deep connection to both the sport and its local communities. The partnership stands out as a gold-standard model of how a national board and a corporate brand can work together to support a sport’s full ecosystem — from backyard beginnings to global stage triumphs.

Endorsements: Watson and Axar Back India’s Protein Revolution with FitFeast Investment

As cricketing legends increasingly lend their influence beyond the boundary, Shane Watson and Axar Patel have become the latest stars to enter India’s booming health and wellness space — not just as ambassadors, but as believers and investors. Their backing of FitFeast, a rising protein-snack startup, is more than a celebrity endorsement; it’s a signal of confidence in a brand reshaping how India consumes nutrition.

Shane Watson and Axar Patel Invest in FitFeast, India’s “Taste-First” Protein Brand

FitFeast, a fast-growing Indian startup focused on tasty, protein-rich snacks, has raised ₹5.5 crore in seed funding, led by Inflection Point Ventures. Among the notable investors are Shane Watson, former Australian star and IPL icon, and Axar Patel, Indian all-rounder — both of whom have joined not just as investors but passionate advocates of the brand.

FitFeast has carved out a niche with products like Peri Peri Protein Chips, Malai Kulfi Shakes, and White Chocolate Peanut Butter, aiming to make protein consumption mainstream and enjoyable. Watson, who first encountered the brand as a consumer, shared:
“The first time I tried FitFeast Protein Chips and Malai Kulfi Protein Shake, I was genuinely hooked by the quality and taste… This is a long-term play for me as we build FitFeast together.”

Axar Patel is also playing a dual role as both investor and brand ambassador, enhancing the brand’s credibility in the sports and wellness ecosystem.

Aditya Poddar, Founder and CEO of FitFeast, emphasized the brand’s mission to localize and democratize protein-rich diets:
“At FitFeast, we’re on a mission to prove that protein-rich food doesn’t have to taste boring. It can be bold, fun, and downright irresistible.”

The seed round will fuel growth across D2C, marketplaces, and Q-commerce channels, and help strengthen operations in metro and Tier-1 cities. Already available via Zepto, Amazon, Flipkart, and its own platform, FitFeast has clocked ₹50+ lakhs in monthly revenue, delivering to over 20,000+ pin codes nationwide.

The endorsement from Watson and Axar arrives at a pivotal moment, with India’s $4 billion protein product market growing rapidly. FitFeast — with its Shark Tank India visibility, tech-driven operations, and sport-backed credibility — is well-positioned to ride the next wave of health-conscious snacking in India.