From a record-breaking sponsorship wave in the Women’s Premier League to the ICC’s blockbuster global tie-up with Marriott Bonvoy, this week showcased cricket’s unmatched ability to drive commercial innovation and cultural relevance. Leading the charge is Harmanpreet Kaur, who headlines a new wave of purpose-driven endorsements, joining Shyam Steel to champion strength and inclusivity. Whether it’s multi-team alliances, cutting-edge tech rollouts, or athlete-investor partnerships, this edition of the Global Sponsorship Roundup proves cricket’s off-field game is just as dynamic as the action on it.
IPL 2026: A Global Stage for Premium Partnerships
Mumbai Indians kicked off their IPL 2026 sponsorship slate with a major international brand, aligning with a premium airline that matches their global ambitions.
Malaysia Airlines x Mumbai Indians
Malaysia Airlines has joined Mumbai Indians as Associate Sponsor and Official Global Airline Partner for IPL 2026, with branding to appear on the right chest of the MI jersey.
Datuk Captain Izham Ismail, Group Managing Director of MAG, said, “With 80 weekly flights connecting ten key Indian cities, Malaysia Airlines provides seamless access to Malaysia as the gateway to Asia and beyond. Our partnership with Mumbai Indians allows us to engage fans both on the ground and in the air, combining the excitement of cricket with the warmth of Malaysian Hospitality. Through this partnership, we are creating unique experiences, strengthening tourism, and showcasing Malaysia — ensuring every journey reflects the warmth, care and hospitality that Malaysia is renowned for.”
A Mumbai Indians spokesperson added, “Mumbai Indians are proud to partner with Malaysia Airlines, sharing our commitment to excellence, global spread and meaningful fan engagement. With millions of fans around the world, this partnership allows us to connect our community to new travel experiences while celebrating the shared passion for sport, culture and hospitality. Together, we look forward to seeing Malaysia Airlines creating memorable moments and imactful stroytelling for fans, both on matchdays and beyond.”
Mahela Jayawardene, Head Coach, Mumbai Indians said, “At Mumbai Indians, high performance has been built over time. The focus has to be in the preparation, discipline, and building the right mindset every single day. Those are the values that have driven us towards success all these years. Malaysia Airlines shares that same focus on consistency at the highest level, which makes this association feel very natural.”
BBL 2026: Smart, Safe and Strategic Sponsorships Dominate the Summer
From sun care to road safety and virtual cricket, BBL teams and partners are using their platforms for more than visibility — they’re driving meaningful campaigns, tech integration, and public engagement across Australia and beyond.
La Roche-Posay x Sydney Sixers
La Roche-Posay has partnered with the Sydney Sixers as the Official Suncare and Skincare Supplier for both the BBL and WBBL teams, with product sampling, giveaways, and educational initiatives scheduled for the January 11 SCG home game.
La Roche-Posay Marketing Director, Hannah Audas said, “Our collaboration with Sydney Sixers represents a fantastic alignment of values bringing together La Roche-Posay’s unwavering commitment to skin health and protection with the Sixers’ dedication to peak performance and community engagement.”
“Just as the Sydney Sixers are focused on excellence on the field, we are passionate about providing dermatological solutions that support healthy, protected skin, especially for those that are active outdoors under the Australian Sun.”
Sydney Sixers General Manager, Rachael Haynes said:
“We’re proud to welcome La Roche-Posay as an Official Supplier of the Sydney Sixers. Their commitment to skin health, performance and wellbeing strongly aligns with our values as a club, and with the needs of elite athletes who perform in demanding outdoor environments.
“Our game is played in the harsh Australian sun and having a partner like La Roche-Posay brings genuine value to our athletes and our wider Sixers community.
“La Roche-Posay will activate at our January 11th Home match against the Hurricanes at the Sydney Cricket Ground so keep an eye out!
“We’re excited to work together with La Roche-Posay to deliver meaningful initiatives that support our players and engage fans throughout the season.”
Queensland TMR x Brisbane Heat
Brisbane Heat has renewed its partnership with Queensland’s Department of Transport and Main Roads (TMR) for two more years, continuing their joint promotion of the StreetSmarts road safety campaign. The BBL Road Safety Cup, played against Sydney Thunder, returns this season at the Gabba.
Queensland Cricket and Brisbane Heat CEO Terry Svenson said, “We’re thrilled to continue working with the Department of Transport and Main Roads to deliver the StreetSmarts road safety messaging at Brisbane Heat matches, amongst other initiatives, and thank the Minister for Transport and Main Roads Brent Mickelberg and TMR’s Director-General Sally Stannard for their support.’’
“As an organisation, we’re passionate about promoting safe driving messaging to our fanbase, and Queenslanders more broadly. So many of our staff and volunteers are on the roads every day and we are motivated to be a part of a safe driving culture.”
“The Road Safety Cup is a fantastic way to highlight the importance of safe driving while enjoying some friendly competition with our New South Wales counterparts,’’ he said.
“Together, Brisbane Heat and TMR are committed to ensuring that every journey is a safe one,’’ he said.
Minister for Transport and Main Roads Brent Mickelberg said, “This is a time of year when people are travelling on our roads to see loved ones, taking road trips or driving to holiday destinations.”
“The Road Safety Cup is a timely reminder for us all to reflect on our driving habits and the importance of driving safely on the road. Every single life lost on our roads tears apart a family and a community. We all have a responsibility to make safe decisions behind the wheel.
“Our partnership with Queensland Cricket provides a powerful opportunity to share this life-saving message with thousands of fans. So enjoy the game, cheer on the Heat, but remember – the most important win is getting home safely every time.”
LightFury Games x The Ashes & BBL
LightFury Games partnered with both The Ashes and the BBL to launch its new E-Cricket logo via virtual pitch mat integrations during broadcasts — a major step in the global rollout of its upcoming AAA esports cricket title.
Karan Shroff, CEO and co-founder of LightFury Games, said, “Cricket deserves a truly global, world-class competitive gaming IP. With E-Cricket, we’re building that future from India for the world. As we expand into Australia, England, and other major cricket markets, our focus is uncompromising: a high-fidelity, skill-driven experience that stands shoulder-to-shoulder with the best competitive sports titles on the planet.”
WPL 2026: A Landmark Year for Women’s Cricket Sponsorship
The 2026 season of the Women’s Premier League marks a major inflection point in the commercial evolution of women’s cricket in India. With 15+ major brand deals secured across teams and the league itself — including luxury, tech, FMCG, and sustainability-driven sponsors — WPL 2026 is shaping up to be the most commercially robust edition yet.
JioStar x WPL 2026
JioStar Sports secured 15 major sponsors for WPL 2026, including SBI, BHIM UPI, Kingfisher, Kalyan Jewellers, TVS Eurogrip, VIDA, OpenAI (ChatGPT), OnePlus, Tata Capital, Policybazaar, Pidilite, Wipro, Reckitt Benckiser, Mast Masala, and Crystal Cook N Serve.
Anup Govindan, Head of Sports Sales at JioStar, said:
“The league offers brands combined scales, engagement, and emotional connection. Furthermore, as audiences can tune in across television and digital platforms, sponsors would reach both core cricket fans and mainstream viewers in a meaningful way.”
Mumbai Indians Women x De Beers, Ashok Leyland, Lotus Herbals & More
Mumbai Indians Women announced marquee sponsors for WPL 2026, including returning brands Lotus Herbals, Ashok Leyland, Usha, DHL, Soframycin, Amul Protein, and ESA, along with new entrants Skechers, BKT Tyres, and De Beers Group — the latter making its debut in sports sponsorship.
A Mumbai Indians spokesperson said:
“The quality and growth of our partner portfolio for 2026 clearly reflects the commercial strength of Mumbai Indians. As the most successful team in the WPL and our success off the field in delivering value, reinforces the strong, sustained storytelling we are building for our partners. The evolution of our diverse partnerships since season 1 underscores the scale, relevance and versatility of our ecosystem. This momentum also reflects WPL’s continued growth, reinforcing women’s cricket as a proven and increasingly valuable commercial platform.”
BKT Tyres x All 5 WPL Teams
BKT Tyres became the Official Tyre Partner of all five WPL franchises — Mumbai Indians, Royal Challengers Bengaluru, Delhi Capitals, Gujarat Giants, and UP Warriorz — marking one of the most comprehensive league-wide partnerships to date.
Rajiv Poddar, Joint Managing Director, BKT, said:
“BKT aligns with sporting platforms that embody equality and inclusion, promoting a positive impact on people and sport enthusiasts. Joining forces with teams competing in India’s premier women’s T20 championship builds on BKT’s established presence in cricket globally and strengthens our portfolio of strategic sporting relationships. Through these partnerships, we aim to play a meaningful role in supporting a high-performance platform that celebrates excellence and resilience and contributes positively to the continued evolution of women’s cricket in India.”
Kajaria Ceramics x RCB Women
Kajaria Ceramics renewed its Principal Sponsorship of Royal Challengers Bengaluru Women for WPL 2026, with prominent jersey branding and integrated media activations.
Rishi Kajaria, Managing Director, Kajaria Ceramics, said:
“Since the launch of the Women’s T20 League, our association with the RCB Women’s Team has represented much more than a sponsorship. Women’s empowerment is a core value at Kajaria, and our women cricketers are true role models, inspiring not just today’s generation but every young girl who dreams big. We are proud to continue our support for the RCB Women’s Team and be part of their journey in the seasons ahead.”
Rajesh Menon, COO, RCB, said:
“Kajaria Tiles has been a valued partner of the RCB Women’s Team since the inception of the Women’s T20 League. Their continued support has contributed significantly to strengthening the women’s game. We are delighted to extend this association and look forward to deepening fan engagement together.”
Usha International x Mumbai Indians Women
Usha International extended its long-standing partnership with Mumbai Indians Women for the WPL 2026 season.
Komal Mehra, Head – Sports Initiatives, Usha International, said:
“The league continues to inspire youth, especially women, through its deeper connection with the viewers. This league has played a meaningful role in creating platforms, recognising and strengthening women in sports, and the front-row view of the growing participation, skill, and self-confidence on and off the field is a testament to its rising stature. As a brand, we are grateful to be part of the shift that is inspiring and driving progress in women’s cricket.”
A Mumbai Indians spokesperson added:
“We are pleased to extend our long-standing partnership with Usha International. Together, we remain committed to advancing women’s cricket and look forward to building on this shared vision in the seasons ahead. Usha has been one of our longest-standing partners across teams, and we will continue to champion the growth of women’s cricket.”
Dr. Fixit x WPL Umpires
Dr. Fixit signed on as the Official Umpire Partner for WPL 2026, with visibility on umpire uniforms, DRS segments, and in-stadium branding.
Sudhanshu Vats, Managing Director, Pidilite Industries, said:
“Dr. Fixit stands for resilience, performance, and quiet strength, qualities that also define India’s women cricket players. Our role as the Official Umpire Partner further reinforces Dr Fixit’s brand promise of expertise. Just as umpires uphold the integrity of the game with precision, objectivity, and fairness, Dr. Fixit protects the integrity of structures through its leadership in waterproofing.
Today, umpiring is strengthened by advanced technologies that enable accurate decisions and preserve the spirit of the sport. In much the same way, Dr. Fixit brings a quiet resilience and integrity to construction through pioneering technologies, continually raising the bar in delivering long-lasting, science-backed solutions. This partnership is a strategic step in amplifying our commitment to delivering expertise, especially in moments where it truly matters.”
Devajit Saikia, Honorary BCCI Secretary, said:
“The WPL is built on a vision of excellence, opportunity, and world-class sports entertainment. Dr. Fixit, our new partner, brings exceptional value and diverse strengths to this ecosystem. This partnership will play a critical role in shaping the fan experience and supporting the growth of women’s cricket.”
Laqshya Media Group x WPL 2026
Laqshya Media Group was appointed by the BCCI to lead matchday entertainment and fan engagement across all 22 WPL 2026 matches.
Alok Jalan, Chairman and MD, Laqshya Media Group, said:
“India is a country where sport is not just watched; it is deeply felt. At Laqshya, our focus is on building meaningful, scalable sporting experiences that go far beyond one tournament or one season. The Women’s Premier League is a defining moment for women’s sport in India, and we are committed to creating platforms, visibility, and fan engagement models that will continue to elevate Indian sport for years to come.”
Delhi Capitals x NO MORE (Upcycled Merchandise)
Delhi Capitals partnered with sustainable fashion brand NO MORE to create official team backpacks from repurposed playing kits — a first-of-its-kind sustainability initiative in the WPL.
Sunil Gupta, CEO, Delhi Capitals, said:
“The league has been a powerful catalyst in the growth of women’s cricket, helping build a stronger, more conscious sporting ecosystem. Partnerships like this coming to life reflect how the league is evolving beyond performance to purpose. Giving back in meaningful ways is central to our philosophy at Delhi Capitals, and this collaboration with NO MORE allows us to align sport with sustainability, innovation, and long-term responsibility.”
Praveen Premkumar, Founder, NO MORE, said:
“We are proud to partner with Delhi Capitals to set a new benchmark for sustainable sports merchandise. Designed and handcrafted in India, these backpacks demonstrate that sustainability can be embedded, not added, to performance-driven products. Our goal is to show that fashion, sport, and conscious design can come together to create high-quality products that honour both the planet and the legacy of athletes.”
GREW Solar x RCB Women
GREW Solar was announced as the Lead Arm Partner for RCB Women for WPL 2026.
Vinay Thadani, CEO and Director, GREW Solar, said:
“The rapid rise of women’s Cricket reflects a powerful shift in Indian sport. Royal Challengers Bengaluru Women, the 2024 champions, represent excellence, consistency, and ambition; values that strongly align with GREW Solar’s vision. This partnership allows us to engage deeply with fans and communities while contributing to the continued rise of women’s cricket as a powerful force in Indian sport.”
Rajesh Menon, COO, Royal Challengers Bengaluru, added:
“We are delighted to welcome GREW Solar as our Lead Arm Partner for the upcoming season. This partnership reflects the growing confidence of the Indian industry in the potential and impact of women’s sport, and we look forward to building a meaningful and successful association.”
Kalyan Jewellers x RCB Women
Kalyan Jewellers joined RCB Women as Official Style Partner for WPL 2026.
Ramesh Kalyanaraman, Executive Director, Kalyan Jewellers, said:
“The RCB Women’s team embodies resilience, ambition, and self-belief – values that resonate strongly with Kalyan Jewellers. As the Official Style Partner of RCB Women, we are proud to celebrate athletes who exemplify confidence and purpose, while also reflecting the growing influence of women’s sport in India. We are delighted to be associated with a team that continues to inspire both on and off the field.”
Rajesh Menon, COO, RCB, said:
“We are delighted to welcome Kalyan Jewellers as the Official Style Partner of RCB Women. This collaboration reflects the evolving face of women’s cricket, where excellence in sport goes hand in hand with confidence and individuality. We look forward to a strong and meaningful association this season.”
Everyuth Naturals x Gujarat Giants
Everyuth Naturals signed on as Official Skincare Partner of Gujarat Giants for WPL 2026.
Tarun Arora, CEO, Zydus Wellness, said:
“Women’s cricket in India has evolved into a powerful cultural platform, inspiring confidence, ambition, and new possibilities for women across the country. Everyuth’s partnership with Gujarat Giants reflects this shared belief. Rooted in the idea that confidence begins with feeling comfortable in your own skin, this association enables us to connect with a new generation of women who are fearless and self-assured. As the league continues to redefine women’s sport, we are proud to align with a franchise that embodies ambition and authenticity.”
Sanjay Adesara, Chief Business Officer, Adani Sportsline, added:
“We are delighted to welcome Everyuth, our Skincare Partner for the upcoming season. The league is a powerful platform that goes beyond sport, and Everyuth’s long-standing connection with women makes this partnership extremely meaningful. Together, we look forward to creating impactful narratives that celebrate confidence, individuality, and the many facets of women, both on and off the field.”
Goa Tourism x World Legends Pro T20 League
Goa Tourism was announced as ‘Powered By’ sponsor for the debut season of the World Legends Pro T20 League, featuring international stars like Gayle, Kallis, Dhawan, and more.
Rohan Khaunte, Minister for Tourism, IT, E&C and Printing and Stationery, said:
“Goa is a natural partner for global sporting events, and hosting the World Legends Pro T20 League aligns seamlessly with our vision for tourism and events. By bringing together cricketing legends and fans from around the world, the league acts as a catalyst for tourism, engages local communities and youth, and creates meaningful opportunities for local businesses and the hospitality ecosystem, while positioning Goa as a hub for world-class sports entertainment.”
Mahesh Bhupathi, CEO, SGSE, said:
“We are delighted to welcome Goa Tourism as the Powered By sponsor for the inaugural season of the World Legends Pro T20 League. Goa offers the perfect blend of vibrant culture and world-class hospitality. This makes it an ideal destination for a premium international property like WLPTL. This partnership strengthens our vision of delivering a festival-style, high-quality experience for locals and travelling supporters, while positioning Goa as the premier destination for international sporting events.”
Governing bodies: Strategic Alliances and Technology Partnerships Power the Next Phase of Global Cricket
From hospitality giants joining forces with the ICC to European boards embracing digital transformation and inclusivity, cricket’s governing bodies are securing value-driven deals that boost fan experience, streamline grassroots operations, and elevate the women’s game on the global stage.
ICC x Marriott Bonvoy
The ICC signed a multi-year global partnership with Marriott Bonvoy, making it the Official Accommodation Partner until 2029 across all ICC men’s tournaments, starting with the 2026 ICC Men’s T20 World Cup in India and Sri Lanka.
Jay Shah, ICC Chairman, said:
“We are thrilled to welcome Marriott Bonvoy into a partnership that reflects a shared ambition to redefine how fans experience the game of cricket. By combining the global reach of our game with Marriott’s portfolio of world-class destinations, we are creating a powerful platform that connects cricket and memorable travel experiences across leading cricketing nations. Marriott Bonvoy’s addition as a sponsor to our portfolio also reinforces the ICC’s long-term vision of working with respected global brands that go beyond visibility to deliver meaningful value to fans. Together, we see this partnership as a means of deep fan connection.”
Sanjog Gupta, ICC CEO, said:
“The ICC is committed to elevating the experiential standards of Cricket’s pinnacle events. While the athletic spectacle is central to a fan’s experience, the lifestyle, hospitality, travel and cultural components are essential too. We hope to leverage the partnership with Marriott Bonvoy to develop and deploy varied travel & hospitality experiences to enhance fan delight at our events and help turn moments into lifelong memories. ICC events are hosted across the world and fans cover thousands of miles to experience the allure of these cultural spectacles. Marriott Bonvoy’s international footprint, customer focus and commitment to delivering elevated experiences make them a natural partner in our endeavour to grow the allure and make our fans’ journeys more enriching.”
Rajeev Menon, President, Asia Pacific Excluding China, Marriott International, said:
“Cricket’s dominance as a sport has the power to unite the fans across different countries. We’re now bringing the power of Marriott Bonvoy to over two billion fans and delivering bespoke cricket experiences to our 260 million Marriott Bonvoy members. The partnership will allow us to push the boundary and deepen engagement in India, Australia, New Zealand and Sri Lanka where the love for cricket runs deep.”
Satya Anand, President – Europe, Middle East and Africa, Marriott International, said:
“Cricket has been a lifelong passion for me, and like millions of fans, I’ve felt how the game brings people together across borders and generations. Partnering with the International Cricket Council allows Marriott Bonvoy to turn that shared passion into unforgettable journeys, giving our members around the world unmatched ways to experience ICC events, both on and off the pitch. As we celebrate this milestone in India today, we’re excited to welcome fans to our hotels and to new, exclusive moments that bring the thrill of cricket even closer.”
Cricket Scotland x PlayHQ
Cricket Scotland partnered with PlayHQ to unify competition management, registration, and live scoring across Scottish domestic cricket beginning in 2026. The rollout includes renewed integration with FrogBox for live streaming.
Trudy Lindblade, Cricket Scotland CEO, said:
“We are delighted to announce this new partnership with PlayHQ which we expect will create significant benefits for the Scottish cricketing community. It has been clear for some time that having one all-encompassing system which captures registration, membership, player data and live scoring is extremely important for growth and development along with improved communications within our game.
Backed by successful partnerships with Cricket Australia, New Zealand Cricket and others, PlayHQ brings proven, world-class capability. We’re excited to begin rolling out the new platform to our members, Regional Associations and clubs across Scotland.”
Tim MacKinnon, CEO of PlayHQ, said:
“Scotland is one of the biggest cricketing forces in Europe with enormous opportunity to grow the sport across its diverse communities. We’re bringing a battle-tested platform with years of cricket experience in Australia and New Zealand to Scotland – streamlining operations so clubs can focus on what matters most: getting more people playing and keeping them engaged with the game they love.”
Rob Knee, CEO of FrogBox, said:
“FrogBox is pleased to continue our long-standing support of Scottish cricket. We look forward to working alongside Cricket Scotland and PlayHQ on the next phase, continuing our commitment to connecting clubs, players and fans through accessible and engaging cricket video.”
Da Vinci x Netherlands Women’s Cricket Team
Da Vinci, a global trading firm, is sponsoring the Netherlands women’s team during the T20 World Cup Qualifier in Nepal, supporting their campaign for a spot in the 2026 ICC Women’s T20 World Cup.
The sponsorship highlights Da Vinci’s focus on inclusivity as part of its broader HR policy and reflects growing corporate interest in women’s cricket across Europe.
Endorsements: Athletes Power Purpose, Progress, and Personal Branding
Cricket stars are lending more than just visibility to brands — they’re becoming stakeholders, storytellers, and symbols of resilience and ambition. This week’s endorsements reflect a broader evolution in athlete-brand partnerships, with a sharp focus on purpose-driven narratives and long-term brand alignment.
Harmanpreet Kaur x Shyam Steel
Indian women’s cricket captain Harmanpreet Kaur has been named brand ambassador for Shyam Steel, as the company sharpens its positioning around resilience, leadership, and inclusivity.
Lalit Beriwala, Director, Shyam Steel, said:
“This partnership represents a shared belief in discipline, determination, and reliability – values that define both Shyam Steel and Harmanpreet Kaur. As a brand, we have always stood for strength with purpose, and Harmanpreet’s leadership on and off the field reflects this philosophy in its truest sense.”
Megha Beriwala Gupta, Director, Shyam Steel, added:
“Today, women are no longer just participants but key decision-makers when it comes to building homes and securing the future of their families. Our association with Harmanpreet Kaur, including her involvement with the Apna Ghar platform, celebrates this change. She represents confidence, leadership, and trust qualities that resonate strongly with modern Indian women and align perfectly with Shyam Steel’s vision of building a stronger, more inclusive India.”
Harmanpreet Kaur said:
“I am proud to associate with Shyam Steel and its Apna Ghar initiative — ‘Neev Se Pravesh Tak’, a one-stop solution for all home-building needs, which supports families in making informed and responsible decisions while building their homes. The brand’s vision of building a stronger India, backed by purpose and responsibility, resonates deeply with my own journey as a sportsperson and leader.”
Yuvraj Singh x BIG Academy
BIG Academy, a new hybrid EdTech venture, has appointed former India cricketer Yuvraj Singh as brand ambassador following its launch in Hyderabad. The platform focuses on IIT JEE and NEET preparation through a blend of tech and mentorship.
Ramana Bhupathi, Founder & CEO, BIG Academy, said:
“At BIG Academy- IIT, JEE/NEET, our goal is to move beyond rote learning and create a system that truly supports students academically and emotionally. By combining technology with human mentorship, we aim to build confident learners who are prepared not just for exams, but for long-term success.
BIG Academy aims to address growing academic pressure by combining technology-enabled learning, expert faculty, and personalised academic mentorship. The platform integrates digital lessons, assessments, performance tracking, and offline academic guidance to deliver consistent learning outcomes. With its hybrid learning model and strong leadership vision, BIG Academy plans to expand its academic offerings and technology capabilities to support students across key learning segments.”
Jemimah Rodrigues x Tvarra (Investor-Partner)
Indian batter Jemimah Rodrigues has joined women’s helmet brand Tvarra as an investor partner, lending her voice and equity to a purpose-led brand focused on women’s mobility and safety.
Alpana Parida, Founder, Tvarra, said:
“Every woman deserves the freedom to step out into the world with confidence. Whether it’s riding to college, heading to work, or pursuing something meaningful to her, safety should never be a barrier. Jemimah’s discipline, energy, and clarity of purpose reflect exactly how we think about building safety thoughtfully, responsibly, and for the long term.”
Jemimah Rodrigues said:
“Sport teaches you preparation, consistency, and belief. Everyday life teaches women the same things. Mobility builds confidence. Safety builds courage. Tvarra is building both, and that’s why this partnership feels personal to me.”
