UP Warriorz dominated the commercial headlines with a flurry of high-impact partnerships spanning beauty, health, fashion, and travel — capped by a landmark title deal with L’Oréal Professionnel. At the global level, the ICC welcomed Hyundai as a Premier Partner in a move that cements cricket’s commercial appeal to automotive giants. And in a powerful statement of values and vision, Sachin Tendulkar backed India’s solar future with a strategic investment in Truzon Solar. From women’s sport and grassroots inclusion to renewable energy and immersive fan experiences, this week’s sponsorship roundup showcases cricket’s ever-expanding commercial and cultural reach.
BBL: Strong Season Kickoff for Sponsorships — From Sustainability to Sun Safety and Tradie Wear
The Big Bash League is off to a commercially vibrant start, with clubs locking in meaningful new partnerships that span energy, health, construction, apparel, and social responsibility. From sustainability with Sydney Thunder and Green.com.au, to sun-safety campaigns with La Roche-Posay, to dual-club deals with Citeco’s entry into workwear — this BBL season showcases how brands are using cricket to drive awareness, engagement, and positive impact.
Sydney Thunder x Green.com.au – Official Energy Partner
Green.com.au becomes Sydney Thunder’s Official Energy Partner, supporting the club’s sustainability efforts with clean energy solutions.
Trent Copeland, Sydney Thunder GM: “We’re excited to welcome Green.com.au as our Official Energy Partner. Their dedication to helping Australians embrace clean energy aligns perfectly with our values, and we look forward to working together to inspire positive change both on and off the field.”
David Green, Co-Founder, Green.com.au: “We’re really proud to be partnering with Sydney Thunder. Performance, community and backing Australians are things that matter to both our organisations, so the fit feels very natural. At Green.com.au, our focus has always been on making clean energy simpler and more accessible, and this partnership gives us a great opportunity to help Thunder and their fans take practical steps towards that.”
Melbourne Renegades x Citeco – Premium Partner & Official Workwear Partner
Citeco joins the Melbourne Renegades as a Premium Partner and Official Workwear Partner, marking the safety brand’s expansion into the workwear category.
James Rosengarten, Renegades GM: “Citeco is a brand that backs people who work hard and perform under pressure, which aligns strongly with our club. We’re excited to partner with them as they launch into workwear and bring that story to life through the Big Bash.”
Justine Mills, Bunnings GM – Marketing: “We are excited to see Citeco join forces with two of Australia’s most iconic summer teams, the Melbourne Renegades and Melbourne Stars. As a brand made for tradies, this partnership helps to launch Citeco into the workwear category and also aligns the brand with the energy, visibility and immense popularity of the BBL.”
Melbourne Stars x Citeco – Premium Partner & Official Workwear Partner
Citeco also signs with the Melbourne Stars as Premium Partner, with branding to appear on BBL playing pants and across matchday assets.
Max Abbott, Stars GM: “We’re delighted to welcome Citeco Workwear to the Melbourne Stars family. Citeco is a proud Australian brand with a strong focus on quality and performance, and having their brand featured on our BBL playing pants is a great fit for us as a club.”
Justine Mills, Bunnings GM – Marketing: “This partnership is about more than visibility – it’s about credibility. By aligning with one of Australia’s most loved summer sports, we’re showcasing Citeco as a brand made for tradies – tough, reliable, and ready for the job.”
Brisbane Heat x Queensland Department of Justice – Gambling Harm Awareness Extension
Brisbane Heat renew their partnership with the Queensland Department of Justice, continuing to promote the “Forget the Bet. Enjoy the Game” campaign.
Pete Lock, Heat GM – Commercial, Marketing & Corporate Affairs: “We’re proud to continue working with the Department of Justice to spread the ‘Forget The Bet’ campaign. With thousands of fans attending Heat games at Allan Border Field and the Gabba each summer, we have a unique opportunity to start conversations about safer gambling and help reduce harm in our community.”
Deb Frecklington, Attorney-General and Minister for Justice and Minister for Integrity: “Cricket is one of Queensland’s most loved summer sports, and our athletes are powerful role models, especially for the next generation. Through our partnership with the Brisbane Heat, we want to encourage Queenslanders to Forget the Bet and enjoy the game. That’s a win for everyone.”
Melbourne Stars x La Roche-Posay – Official Sunscreen Partner
La Roche-Posay partners with the Melbourne Stars as Official Sunscreen Partner for BBL and WBBL teams.
Max Abbott, Stars GM: “Every cricket participant at every level of the game must be diligent when it comes to sun protection. We are delighted to partner with La Roche-Posay to help us reinforce this important message and also provide our players with a quality product from a world-leading brand.”
Hannah Audas, La Roche-Posay Marketing Director: “Our collaboration with the Melbourne Stars represents a fantastic alignment of values bringing together La Roche-Posay’s unwavering commitment to skin health and protection with the Stars’ dedication to peak performance and community engagement. Just as the Melbourne Stars are focused on excellence on the field, we are passionate about providing dermatological solutions that support healthy, protected skin, especially for those active, outdoors under the Australian sun.”
Brisbane Heat x La Roche-Posay – Official Sunscreen and Skincare Partner
La Roche-Posay signs with the Brisbane Heat to promote sun safety among fans and players, with product sampling and education at games.
Pete Lock, Heat GM – Commercial, Marketing & Corporate Affairs: “We are proud to have a global and iconic brand such as La Roche-Posay join our club. We know our fans will be equally excited to sample some of their products at our Saturday afternoon match, while our players are going to be kept safe in the summer sun thanks to La Roche-Posay’s industry-leading sunscreen. What better way to enjoy a Brisbane Saturday afternoon than with the fun and excitement of a Brisbane Heat game, while ensuring you are sun-safe at the same time!”
Hannah Audas, La Roche-Posay Marketing Director: “Our collaboration with Brisbane Heat represents a fantastic alignment of values bringing together La Roche Posay’s unwavering commitment to skin health and protection with the Heat’s dedication to peak performance and community engagement. Just as Brisbane Heat are focused on excellence on the field, we are passionate about providing dermatological solutions that support healthy, protected skin, especially for that active outdoors under the Australian Sun.”
Melbourne Stars x James Hardie – New BBL Season Partner
Melbourne Stars announce James Hardie, Australia’s leading cladding brand, as a new season partner with a focus on community and building sector engagement.
John Arneil, James Hardie President Asia-Pacific: “Cricket is more than a sport – it inspires resilience, builds pride and creates shared moments under the Aussie sun. This season, we’re supporting a game that reflects our shared values of teamwork, integrity, and connection. Partnering with Cricket Victoria and the Melbourne Stars will help us reach new audiences and support the communities where we live, work and play. Hardie™ fibre cement products are Australian made and engineered for local conditions, delivering exteriors that are durable, beautiful and efficient to install. It’s how we help Victorians build modern homes with confidence, combining performance with design versatility to suit the way Australia is building today.”
Max Abbott, Stars GM: “We’re delighted to partner with James Hardie, an iconic Australian brand with a strong commitment to quality, innovation and community. The Melbourne Stars bring people of all backgrounds and ages together, providing a great platform to connect with Victorian families and builders. We look forward to working together to deliver great experiences and value for our fans throughout the season.”
Other Franchises: UP Warriorz Lead the Charge with Multi-Brand Momentum; Sunrisers and WP Cricket Land Key Partners
From the WPL to SA20 and South African domestic cricket, franchises are expanding their commercial rosters with brand-aligned partnerships that emphasize empowerment, health, heritage, and visibility. UP Warriorz headline this week’s roundup with a flurry of new partners, while Sunrisers Eastern Cape and WP Cricket land influential deals of their own.
UP Warriorz x L’Oréal Professionnel – Title Sponsor
L’Oréal Professionnel joins UP Warriorz as Title Sponsor for WPL Season 4.
Jinisha Sharma, Director, Capri Sports: “This partnership represents much more than a sponsorship, it is a coming together of two brands that believe in the power of women and in the power of transformation. At UP Warriorz, we are focused on building an ecosystem where women are supported, celebrated and given the confidence to lead. L’Oréal Professionnel Paris shares that vision, and together, we hope to create narratives that inspire young girls to dream fearlessly and pursue excellence, on the field and beyond.”
Kshemal Waingankar, COO, UP Warriorz: “We are delighted to welcome L’Oréal Professionnel as the Title Sponsor of UP Warriorz for WPL Season 4. Their commitment to empowering women resonates deeply with our values as a women-first franchise. This partnership goes beyond visibility, it reflects a shared belief in enabling women to perform at their best, in sport and in life. We look forward to building an impactful journey together.”
Mathilde Barthélemy-Vigier, GM, L’Oréal Professionnel India: “At L’Oréal Professionnel, we believe in the power of transformation and building confidence to unlock one’s true potential. Partnering with UP Warriorz, a team that represents courage, professionalism and progress in women’s sport, is a natural extension of our values. Together, we celebrate women who challenge boundaries and inspire change, reinforcing our commitment to empowerment through excellence. It is a world where the Pros meet the Pros!”
UP Warriorz x Pronto – Commercial Partner
UP Warriorz onboard Pronto as a commercial partner ahead of WPL 2026, joining a growing portfolio of lifestyle and consumer brands.
UP Warriorz x Care Health Insurance, EaseMyTrip, Ekaya Banaras – Official Partners
UP Warriorz announce three new/renewed commercial partnerships for WPL 2026:
- Care Health Insurance joins as an official partner, focusing on protection and holistic well-being.
- EaseMyTrip renews as principal partner for the fourth consecutive season.
- Ekaya Banaras signs on to shape the franchise’s visual identity and celebrate cultural heritage.
Sunrisers Eastern Cape x 1xBet – Official Partner (SA20 2026)
1xBet becomes official partner of Sunrisers Eastern Cape for SA20 2026, with branding on jerseys and stadium assets.
1xBet Representative: “Sunrisers Eastern Cape – two-time champion of one of the most popular international cricket leagues, and we are excited to support them in their pursuit of another victory this season. This partnership will be a natural extension of our global cricket development programme.”
Mr. K. Shanmugam, CEO, Sunrisers Eastern Cape: “We know the formula for success – over three SA20 seasons, we have reached the final three times and won the tournament twice. With the help of our official partner 1xBet, we are aiming once again for the highest goals in the new season. Like us, this international brand loves to win and knows how to do it, so its support is extremely valuable to us.”
Western Province Cricket Association x Thorp Motor Group – Official Partner
WP Cricket partners with Thorp Motor Group, strengthening grassroots and community cricket in the Western Cape.
Corrie van Zyl, CEO, WPCA: “We are thrilled to welcome Thorp Motor Group to the Western Province Cricket family. Their deep roots in the Western Cape and shared values of excellence and community make them an ideal partner. This collaboration is more than just a sponsorship; it’s a joint commitment to nurturing talent from the grassroots up and enhancing the cricket experience for our loyal fans. Together, we look forward to driving the game forward in our region.”
Nicky Thorp, Founder, Thorp Motor Group: “Cricket has always been close to our hearts at Thorp Motor Group, and our support for the sport runs deep. Over the years, we’ve proudly stood behind some of South Africa’s all-time greats – including Jacques Kallis, Gary Kirsten, and many more who have inspired generations with their talent, character, and commitment to excellence.”
Warren Thorp, Director, Thorp Motor Group: “We are honoured to join the Western Province Cricket family and look forward to working together to create long-lasting impact, from grassroots development to professional performance. This partnership represents more than brand alignment – it is a shared vision to grow the game, support future champions, and enrich the sporting experience for fans across the province. Together, we are excited to drive cricket forward.”
National Boards: ICC, PCB, BCCI and More Deepen Commercial and Social Impact Through Strategic Collaborations
From grassroots development in Pakistan to top-tier global partnerships and digital health innovation in Australia, national cricket boards are leveraging powerful brand collaborations to expand their reach, enhance fan experience, and address pressing social and health needs. Here’s a look at the latest slate of high-impact deals.
PCB x Pepsi – Launch of Playboard Initiative for Women’s Cricket
The Pakistan Cricket Board and Pepsi have partnered to launch Playboard, a grassroots initiative aimed at increasing access to cricket gear for young women across Pakistan.
Rafia Haider, Head of PCB Women’s Cricket:
“Access remains a critical foundation for the growth of women’s cricket in the country. Initiatives such as Playboards help create confidence among young players by providing them with the right tools to play, train and progress.”
“Increasing visibility and accessibility for the community plays an important role in expanding the talent pool for the future.”
Hakima Mirza, Senior Director Marketing, PepsiCo Pakistan:
“The initiative reflects Pepsi’s commitment to inclusion through cricket. ‘Ab Hai Tumhari Bari’ is about enabling young women to step onto the field today by removing basic access barriers and supporting participation at the foundational level.”
ICC x Hyundai – Premier Global Partnership
The ICC has signed a multi-year global deal with Hyundai Motor Company, appointing it a Premier Partner across all major ICC events.
Mr. Jay Shah, ICC Chairman:
“Cricket is among the world’s most popular sports, with over two billion fans whose passion is especially evident during ICC’s marquee events. These global events offer an excellent opportunity to engage fans through innovative digital and in-stadium integrations.”
“We welcome Hyundai as a Premier Partner and look forward to delivering outstanding events together. Hyundai is a global brand that has long supported sports, and we look forward to maximizing our combined strengths at these events.”
Mr. Sanjog Gupta, ICC CEO:
“We are proud to welcome Hyundai to the ICC’s global commercial program as a worldwide partner. The collaboration between ICC and Hyundai will strive to grow global Cricketing culture with shared values of inclusivity, innovation and progress at the heart of our ambition.”
“Hyundai’s global scale, presence across Cricket’s strongholds & emerging markets and commitment to technology-driven innovation align seamlessly with the ICC’s vision of growing the sport beyond traditional boundaries, deepening passion and inspiring fans everywhere. Together we will elevate the experience of Cricket’s pinnacle events, fuel the expression of fandom and strengthen communities. With this, Hyundai joins an elite group of ICC’s global partners – each with a definitive sense of purpose, passion and partnership – whose commitment demonstrates the growing significance of the world’s second largest sport and its unparalleled capacity to shape culture.”
José Muñoz, President and CEO, Hyundai Motor Company:
“Cricket and Hyundai share a relentless drive to improve and the resilience to rise to every challenge. We are honored to partner with the ICC and connect with over two billion passionate fans worldwide. In key markets like India, where cricket is a way of life, this partnership deepens our connection with the customers and communities who inspire everything we do. We look forward to creating memorable experiences together at these iconic tournaments.”
Tarun Garg, Managing Director and CEO Designate, Hyundai Motor India Limited:
“This partnership reflects Hyundai’s strong commitment to India and growing importance of India market in Hyundai’s global operations. We look forward to some thrilling cricketing action and are ready with a 360-degree communication approach across PR, digital, experiential and dealerships to maximize this opportunity across the country.”
Cricket Australia x Hola Health – Official Digital Health Partner
Cricket Australia has partnered with Hola Health in a multi-year deal to support accessible healthcare across the cricket community.
Todd Greenberg, CEO, Cricket Australia:
“We are delighted to welcome Hola Health as our Official Digital Health Partner. As Australia’s national sport we have a fantastic opportunity to advocate the benefits of improved accessibility to the best available healthcare to our cricket community. We look forward to Hola Health being part of the NRMA Insurance Ashes Series and the NRMA Insurance Women’s multi-format series against India as they share their important message.”
Lenin Rajendran, CEO & Co-founder, Hola Health:
“This partnership with Cricket Australia reflects where healthcare is heading, fast, accessible care that supports people where they work, play and live. As we expand our focus on corporate and organisational healthcare, we’re proud to partner with an organisation like Cricket Australia that reaches communities right across the country.”
BCCI x Beatit Entertainment – In-Stadium Entertainment Partner
The BCCI has appointed Beatit Entertainment to deliver in-stadium entertainment experiences for WPL 2026 and an IPL playoff match in New Chandigarh. The mandate includes fan engagement elements like light and sound shows, fireworks, and interactive formats. Beatit is also working with the Himachal Pradesh Cricket Association for matches in Dharamshala.
Endorsements: Tendulkar and Dhoni Back Sports and Sustainability with Strategic Investments
This week’s endorsements spotlight cricket legends Sachin Tendulkar and MS Dhoni, both leveraging their personal brands to support emerging sectors. Tendulkar enters India’s clean energy space with a stake in solar firm Truzon, while Dhoni expands his involvement in padel, a fast-growing racquet sport, via a strategic merger.
Sachin Tendulkar x Truzon Solar – Strategic Investment
Sachin Tendulkar has acquired a 2% stake in Truzon Solar, investing ₹3.6 crore to support the Hyderabad-based solar company’s nationwide expansion.
Charugundla Bhavani Suresh, Founder and MD, Truzon Solar:
“This partnership with Mr Sachin Tendulkar is more than an investment—it is a powerful validation of our values, governance, and long-term vision. His belief in Truzon Solar reinforces our commitment to building a trusted, scalable, and future-ready solar enterprise. Together, we aim to make clean energy a mainstream, responsible choice for homes, businesses, and industries across India.”
MS Dhoni x PadelPark India – Merger and Endorsement
MS Dhoni has merged 7Padel MS Dhoni with PadelPark India, becoming a partner in the unified national padel platform.
MS Dhoni:
“In a country with over 10 million racquet sport players, Tier-1 cities have already shown how quickly padel can grow. The next step is taking that momentum into newer markets and making the sport accessible beyond the metros. Once courts are available, people will take to it naturally – padel is social, it’s played in doubles, and it’s built around community, which suits India. And with PadelPark India’s 360° ecosystem – from courts and coaching to tournaments and community programmes, we can scale with consistency and build padel as a professionally run sport across the country.”
Nikhil Sachdev, Co-founder, PadelPark India:
“This unification represents more than a partnership; it marks a shared belief in how padel should grow in India. Bringing 7Padel MS Dhoni together with PadelPark India creates a single, aligned platform capable of elevating standards, strengthening participation, and building long-term credibility for the sport. Dhoni’s leadership, values, and clarity of thought add tremendous depth to our mission. Together, we now have the structure, vision, and momentum to define the future of padel in India.”
