This week’s Global Cricket Sponsorship Roundup serves a full-bodied pour of bold new partnerships and strategic expansions across the cricketing world. From McGuigan Wines joining forces with Cricket Australia to bring vineyard vibes to the pitch, to Switch Energy Drink energizing fans for three more years of SA20 action, and Stake’s blockbuster title sponsorship of the Trinbago Knight Riders, the commercial cricket landscape is buzzing. Add in Nippon Paint’s India Champions play, Crayons Advertising’s franchise leap into the Delhi Premier League, and a stylish new hospitality deal for the Adelaide Strikers, and it’s clear—brands are going all in on cricket’s global stage.
Big Bash League (BBL) | Striking Comfort: Adelaide Strikers Partner with Majestic Hotels & Apartments for BBL|15 and WBBL|11
As BBL|15 and WBBL|11 approach, the Adelaide Strikers have strengthened their off-field lineup with a key local partnership, naming Majestic Hotels & Apartments as their Official Accommodation Partner. This collaboration brings together two iconic South Australian brands with a shared focus on excellence, community, and elite performance. The deal reflects a growing trend in BBL sponsorships of building hyperlocal alliances that support both player welfare and the broader fan base narrative.
Majestic Hotels & Apartments becomes the Official Accommodation Partner of the Adelaide Strikers
The Adelaide Strikers have signed a new strategic sponsorship with Majestic Hotels & Apartments, which will serve as the accommodation provider for both the BBL and WBBL squads during the 2024–25 season. The partnership ensures interstate and overseas players will be housed in premium comfort at Majestic’s flagship properties, including the Majestic M Suites.
SACA’s General Manager – Commercial, Sam Elliott, welcomed the move, saying, “We’re delighted to welcome Majestic Hotels & Apartments to our growing family of South Australian businesses.” He emphasized the value of working with locally-owned companies that reflect the community-driven spirit of the Strikers.
Strikers recruit Jason Sangha also endorsed the accommodation, stating, “The boys flying into Adelaide for the BBL are going to love staying here. The rooms are incredible and we’re so close to Adelaide Oval.”
On the sponsor side, Majestic’s General Manager Alex Schumann added, “It’s a privilege to host the Strikers interstate and international players at our flagship property… We’re committed to delivering premium accommodation that helps athletes perform at their best.”
This partnership not only underscores the importance of elite athlete comfort during a grueling cricket season but also aligns perfectly with the Strikers’ strategy of nurturing local business collaborations to deepen regional impact.
Other Franchise Leagues | Franchise Frontiers: New Deals Span From Delhi to the Caribbean in Expanding Cricket Economy
Cricket’s franchise landscape continues to evolve as brands across sectors—from global betting giants to local creative agencies—double down on their investment in T20 leagues worldwide. This past week saw new team ownership in the Delhi Premier League, title sponsorship shifts in the Caribbean Premier League, a high-voltage renewal in SA20, and a unique brand launch collaboration with India’s retired cricket legends. These partnerships not only elevate team and league visibility but reflect the increasingly diversified commercial strategies shaping cricket’s future.
Nippon Paint launches n-SHIELD and partners with India Champions team
In a strategic brand play, Nippon Paint has launched its new ‘n-SHIELD’ Paint Protection Film (PPF) in India with a splash—announcing a promotional partnership with the India Champions cricket team, featuring legends like Yuvraj Singh and other stars of the World Championship of Legends.
“We’re thrilled to support n-SHIELD and look forward to another championship-winning performance,” said Yuvraj Singh at the New Delhi launch event.
Sharad Malhotra, Director at Nippon Paint India, emphasized, “As we enter the film space, we are bringing our paint expertise to build top-tier products… We also plan to manufacture these products in India in line with the ‘Make in India’ initiative.”
The partnership blends nostalgia, innovation, and national pride as Nippon aims to disrupt the auto detailing sector while riding on the cricketing star power of retired icons.
Switch Energy Drink renews and expands as Official Energy Drink Partner of Betway SA20
Betway SA20 and Switch Energy Drink have announced a renewed and expanded three-year partnership, solidifying Switch’s position as the Official Energy Drink Partner through Season 6. After an impactful Season 1 with fan activations and high-energy giveaways, the brand is doubling down.
League Commissioner Graeme Smith said, “Switch is a bold, proudly South African brand… This partnership will come together to ignite the stadiums and to give our fans unforgettable experiences.”
Switch CEO Christian Wentzel added, “This isn’t just a sponsorship, it’s a celebration of South African sport and culture.”
The renewed deal comes as SA20 preps for its fourth season, building on strong local identity and fan engagement momentum.
Stake becomes Official Title Partner of Trinbago Knight Riders ahead of CPL 2025
In one of the CPL’s most prominent sponsorships to date, the Trinbago Knight Riders (TKR) have announced Stake, a global online casino and sportsbook, as their new Official Title Partner in a multi-year deal.
Binda Dey, Group CMO of Knight Riders Sports, noted: “This partnership marks a significant milestone… bringing together two globally recognised brands with a shared commitment to innovation.”
Stake’s CMO Akhil Sarin echoed the sentiment: “TKR represents the kind of excellence Stake looks for… We’re excited to create immersive, tech-driven fan experiences.”
To mark the launch, the duo rolled out a star-studded teaser campaign featuring Andre Russell, Sunil Narine, Dwayne Bravo, and Stake’s global athlete ambassadors.
Crayons Advertising becomes co-owner of New Delhi Tigers in DPLT20 Season 2
Creative agency Crayons Advertising has made its entry into the professional cricket space as co-owner of the New Delhi Tigers, a new franchise in Delhi Premier League T20 Season 2. The move signals Crayons’ strategic pivot into grassroots cricket, regional pride, and sports-led brand visibility.
“With this investment, we aim to foster talent, ignite city pride, and offer cricket fans an unforgettable sporting experience,” said Ashraye Lalani, Director – Technology and Growth at Crayons.
The New Delhi Tigers will debut at Arun Jaitley Stadium with key players Himmat Singh and Prince Yadav, while Crayons leverages the league’s media inventory and OTT potential to bolster its advertising ecosystem.
Already involved in sports development through the Joe Root Academy, Crayons is weaving cricket into its brand ethos—positioning itself as both a creative powerhouse and community builder.
National Boards | Cheers to Cricket: McGuigan Wines Signs Multi-Year Deal with Cricket Australia
Cricket Australia has filled a key gap in its commercial portfolio with the signing of a new multi-year partnership with McGuigan Wines, marking its first official wine partner in over eight years. The deal brings together two heritage-rich Australian icons and reflects CA’s continued strategy to enhance fan engagement through lifestyle-centric sponsorships. With Qantas also continuing its long-standing support as the national team’s overseas tour partner, Australia’s off-field partnerships are as strategic as their dominant on-field performances.
McGuigan Wines becomes Official Wine Partner of Cricket Australia
In a significant new commercial partnership, McGuigan Wines, owned by Australian Vintage, has been named the Official Wine Partner of Cricket Australia, covering both the men’s and women’s national teams, domestically and internationally.
The partnership brings wine and cricket together in a celebration of Australian culture and global ambition. CA’s Chief Commercial Officer Ed Sanders said, “We are excited McGuigan Wines is joining the Cricket Australia family… They are a natural fit for our audience.”
Tom Dusseldorp, CEO of Australian Vintage, emphasized the global reach of the collaboration: “We’re thrilled to partner with Cricket Australia, enabling consumers and fans across the world to celebrate the moments that matter… There is nothing better than watching the test with a good glass of McGuigan wine in hand.”
The deal includes a broad suite of activations:
On-ground experiences at Australian matches
Limited-edition co-branded wine products
National digital and in-store promotions
With over 9.4 million Australian cricket fans and more than 2 million match attendees last season, McGuigan aims to tap into cricket’s vast year-round engagement for both domestic growth and international brand positioning.
This deal not only strengthens CA’s lifestyle sponsorship portfolio but signals growing interest from FMCG brands eager to integrate into the cricket fan experience.
