Commercial activity remained strong across the global cricket landscape this week, with national boards, franchise leagues, county clubs and brands announcing a wide range of sponsorship, media rights, broadcast and endorsement agreements. Highlights included the ECB’s virtual advertising inventory for India’s white-ball tour selling out through RISE Worldwide, the Lanka Premier League expanding its broadcast and digital distribution through Star Sports and FanCode, and Texas Super Kings strengthening both their commercial and community presence through new partnerships. Elsewhere, county clubs secured new business and communications partnerships, the European T20 Premier League built a global broadcast network ahead of its inaugural season, national boards invested in technology and media initiatives, and Suryakumar Yadav and Gunalan Kamalini added significant commercial partnerships off the field.
England: County clubs expand commercial partnerships through communications, sponsorship and community engagement
County clubs across England continued to strengthen their commercial portfolios with partnerships spanning strategic communications, corporate sponsorship, player backing and community engagement. The latest agreements reflect a focus on enhancing brand visibility, supporting commercial growth and deepening connections with local communities.
Nexia Saffery signs two-season partnership with Middlesex Cricket
Nexia Saffery has become a sponsor partner of Middlesex Cricket for the 2026/27 and 2027/28 seasons, with branding to feature on the club’s T20 Blast and Metro Bank One Day Cup kits, as well as at selected match venues.
“Middlesex has a proud place in English cricket and remains one of the game’s most recognised clubs. It’s long-term vision for growth aligns with ours, and both organisations share a rich heritage, with Middlesex founded in 1864 and Nexia Saffery in 1855. We’re excited to support the team and be a part of the next chapter of the club’s story.” — Richard Crook, Marketing and Business Development Director, Nexia Saffery.
“We are delighted to welcome Nexia Saffery as our accountancy Partner. Their expertise, forward thinking approach and values closely align with our ambitions as a club supporting our long-term vision for growth and engagement across our community.” — Jon Fish, Commercial Director, Middlesex Cricket.
Derbyshire partners with Treetops Hospice
Treetops Hospice has partnered with Derbyshire County Cricket Club, with the agreement including sponsorship of Derbyshire Falcons Women batter Lara Shaw and promotional opportunities throughout the 2026 season.
“Women’s cricket is growing rapidly, but many players still don’t receive the recognition or sponsorship they deserve. We’re proud to support Lara and help champion the women’s game in Derbyshire.”
“Her talent, dedication and achievements make her a fantastic ambassador for the sport and for our community.” — Natalie Godrich, Relationships Manager, Treetops Hospice.
“I’m incredibly grateful for Treetops’ support. Knowing a local charity believes in me and in the women’s game means a great deal.”
“I’m proud to represent Derbyshire and to be linked with an organisation that does so much for families in our county.” — Lara Shaw, Derbyshire Falcons Women Batter.
“Derbyshire County Cricket Club is one of the most recognisable and well-loved sports organisations in the county, and both of us play such important roles in our local communities in different ways.”
“If our partnership helps even one family discover the support available from Treetops at a time when they need us most, then it has achieved exactly what we hoped.” — Natalie Godrich, Relationships Manager, Treetops Hospice.
OfficeCare sponsors Derbyshire Family Day fixture
OfficeCare has become the Associate Match Sponsor for Derbyshire County Cricket Club’s Family Day fixture against Leicestershire Foxes, extending a commercial relationship with the club that has spanned more than a decade.
MLC: Texas Super Kings strengthen commercial and community impact through new partnerships
Texas Super Kings expanded both their commercial and community initiatives with new partnerships during the week. The franchise secured a major sponsorship agreement with PwC US while also teaming up with the North Texas Food Bank to support local communities through a give-back campaign.
Texas Super Kings sign sleeve sponsorship with PwC US
PwC US has become the sleeve partner of Texas Super Kings, with the professional services firm expanding its presence in sport through a sponsorship agreement with the MLC franchise.
“We are delighted to welcome PwC US. PwC is a globally respected brand that shares our commitment to performance, innovation, and long-term growth.”
“As cricket continues to expand across North America, we are excited to help elevate the profile of the sport in Texas and beyond together.” — Anurag Jain, Owner, Texas Super Kings.
Texas Super Kings partner with North Texas Food Bank
Texas Super Kings have partnered with North Texas Food Bank on a community give-back initiative, with players volunteering at the organisation and the franchise supporting fundraising and awareness activities during its home matches in Dallas.
“Hunger is a challenge no one should face alone. We are proud to partner with the Texas Super Kings to raise awareness and strengthen the fight against food insecurity. We are grateful for the Texas Super Kings’ leadership, compassion, and commitment to ensuring every North Texan has access to the nutritious food they need to thrive.” — Sarah Burns, Vice President of External Affairs, North Texas Food Bank.
National boards: Commercial partnerships and media rights strengthen international cricket ecosystems
National cricket boards and their commercial partners continued to expand sponsorship, broadcast and technology initiatives. The ECB completed a sell-out of its India-targeted virtual advertising inventory, Cricket Ireland’s series against Afghanistan secured exclusive broadcast coverage in Afghanistan, and the KNCB partnered with fusionAIx to support digital transformation.
RISE Worldwide sells out ECB virtual advertising inventory for India series
RISE Worldwide has sold out the ECB’s virtual advertising inventory in India for England’s white-ball series against India, with Hero MotoCorp, MakeMyTrip, CP PLUS, Kingfisher and Groww joining as virtual advertising partners.
“India’s tour of England remains one of the most anticipated contests in the international cricket calendar, attracting passionate fans and sustained interest from advertisers. Achieving a complete sell-out of the virtual inventory reflects both the strength of this property and the growing confidence brands have in virtual advertising as a premium engagement platform. Our primary objective is to maximise the commercial opportunity for our partners, while building a portfolio of reputed Indian brands that complements the ECB’s premium positioning. This approach enables us to deliver meaningful value for the rights holder and advertisers alike, while enhancing the viewing experience through relevant, contextual brand integrations.” — Nikhil Bardia, Head, RISE Worldwide.
“India continues to be one of the most significant audiences for cricket globally, and creating meaningful commercial opportunities for brands in this market remains a key priority for us. Our partnership with RISE Worldwide has enabled us to connect with a strong portfolio of leading Indian advertisers that reflect the premium nature of England cricket and our marquee international fixtures. As the commercial landscape continues to evolve, and with the invaluable support of our broadcast partners, Sky Sports in the UK and Sony in India, solutions such as virtual advertising play an important role in delivering greater relevance for brands while preserving the integrity of the viewing experience for fans.” — Kate Spring, Head of Commercial Operations, England and Wales Cricket Board.
KNCB partners with fusionAIx
fusionAIx has become a sponsor of the Royal Dutch Cricket Association (KNCB), with the partnership also including AI and digital transformation support for the organisation.
“We are incredibly proud to support Dutch cricket and to play a role in the continued growth of cricket across the Netherlands. As a company that has been welcomed by the Netherlands and given the opportunity to build our business, serve customers, and innovate, we see this sponsorship as our way of giving back to the community that has embraced us.”
“At fusionAIx, we believe that true partnerships go beyond financial support. Alongside our sponsorship, we are committed to becoming the Dutch Cricket Team’s AI partner, helping the board and organisation leverage the power of Artificial Intelligence to drive innovation, enhance performance, and build a future-ready cricket ecosystem. Our ambition is to combine the spirit of sport with the potential of technology, empowering athletes, coaches, and administrators with intelligent insights that can help the Netherlands strengthen its position on the global cricket stage.”
“This partnership reflects our shared vision of excellence, innovation, and national pride. Together, we look forward to inspiring the next generation of cricketers, advancing the sport throughout the Netherlands, and helping build one of the most forward-thinking and competitive cricket programmes in the world.” — Vineeth Kichilu, Chief Executive Officer, fusionAIx.
“We are delighted to welcome fusionAIx as a partner of the KNCB. What makes this partnership truly special is that it goes far beyond sponsorship. fusionAIx shares our ambition to build a modern, innovative, and future-ready cricket organisation by bringing world-class expertise in Artificial Intelligence and digital transformation to support the growth of the game in the Netherlands.”
“Cricket in the Netherlands continues to grow rapidly, and having a technology partner committed to giving back to the community while helping us embrace AI across our organisation creates tremendous opportunities. Together, we look forward to enhancing how we operate, support our clubs and players, engage our fans, and ultimately strengthen Dutch cricket both on and off the field. We are excited about what we can achieve together.” — Rashid Shah, Board Member, Royal Dutch Cricket Association.
Endorsements: Commercial partnerships spotlight cricket stars on and off the field
Cricketers continued to strengthen their commercial profiles through new endorsement and talent management agreements. Suryakumar Yadav partnered with Major League Baseball to support its growth in India, while RISE Worldwide added rising star Gunalan Kamalini as the first female athlete on its talent roster.
Major League Baseball appoints Suryakumar Yadav as ambassador
Major League Baseball has partnered with Suryakumar Yadav, appointing the India captain as an MLB Ambassador to help grow the sport’s fanbase in India through events and content initiatives in India and the United States.
“I’m excited to partner with Major League Baseball and be part of its journey in India.”
“I look forward to learning more about the game myself and helping more fans discover the energy, excitement and culture that make baseball something else.” — Suryakumar Yadav, India Men’s Cricket Team Captain.
“India is home to one of the most vibrant sports cultures in the world, and these partnerships allow us to connect with fans in a meaningful way.” — Jeremiah Yolkut, Senior Vice President of Global Operations, Major League Baseball.
RISE Worldwide signs Gunalan Kamalini
RISE Worldwide has signed India cricketer Gunalan Kamalini as its exclusive commercial and talent management client, becoming the first female athlete to join the agency’s talent roster.
“We’re delighted to welcome Kamalini to the RISE Worldwide family. She is an exceptional young talent whose performances have already shown the temperament, confidence and ambition needed to succeed at the highest level. We’re especially proud to welcome the first female cricketer to our talent roster, marking an important milestone for the agency. We look forward to supporting her journey by creating the right opportunities off the field, allowing her to focus on achieving even greater success on it.” — Nikhil Bardia, Head, RISE Worldwide.
“I’m really happy to be joining RISE Worldwide. They’ve worked with some of the biggest names in Indian cricket, and I’m excited to be part of the team. Right now, my focus is on improving as a cricketer and making the most of every opportunity that comes my way. It’s great to have a team like RISE supporting me as I chase my dreams, and I’m looking forward to this exciting journey together.” — Gunalan Kamalini.
