Commercial activity remained strong across the global cricket landscape this week, with governing bodies, domestic competitions, broadcasters and brands announcing a diverse mix of new partnerships, renewals and athlete endorsements. Highlights included plans for the proposed Zimbabwe T20 League, Cricket Ireland securing SD Bell & Co as its Official Tea and Coffee Partner, long-term commercial renewals across Australia and South Africa, expanded sponsorship activity around international bilateral cricket, and Candere appointing Smriti Mandhana as its newest brand ambassador, underlining the continued commercial appeal of cricket’s teams, tournaments and star players.
National Boards: Bilateral series and governing bodies attract new commercial investment
National boards and international bilateral series continued to secure commercial support, with Cricket Ireland adding a new official partner, Sony Sports highlighting the growing advertising value of India’s tour of England, and Zed Black Agarbatti expanding its cricket sponsorship portfolio through the India-Ireland T20I Series.
Cricket Ireland names SD Bell & Co as Official Tea and Coffee Partner
SD Bell & Co has become the Official Tea and Coffee Partner of Cricket Ireland for the 2026 season, supplying tea and coffee across Cricket Ireland home internationals and Club Cup Finals Days while receiving brand visibility through matchday activations, digital promotion and integrated content.
“SD Bell & Co is thrilled to announce an exclusive partnership with Cricket Ireland as their Tea and Coffee Partner. I am delighted to be partnering with Cricket Ireland. As Ireland’s oldest independent Tea Merchants and Coffee Roasters, we go back 140 years, almost as far as Cricket Ireland, who celebrate 100 years next year. We look forward to a summer of high quality play, interrupted only by breaks for tea, rather than rain!” — Robert Bell, Managing Director, SD Bell & Co.
“We are delighted to welcome SD Bell & Co as our Official Tea and Coffee Partner. It’s fantastic to be working with a long-established Irish brand that shares our passion for quality and heritage. Their presence will enhance the matchday experience for our fans, while also strengthening the community feel that is such an important part of cricket in Ireland.” — Sarah Keane, CEO, Cricket Ireland.
Sony Sports highlights commercial strength of India-England white-ball series
Sony Sports Network has expanded its broadcast coverage of India’s white-ball tour of England with five-language coverage and revealed the series commands a 35-40% advertising premium over most other India bilateral tours.
“The advertiser response has been extremely strong, which reflects the significance of this property. India versus England remains one of the most compelling rivalries in international cricket, with two high-quality teams producing consistently competitive contests.”
“From a commercial standpoint, India-England commands a 35-40% premium over most other India bilateral tours for a similar number of matches. That reflects the scale of audience interest and the strength of the rivalry as a sporting and media property.”
Akshay Agrawal, Head of Linear Ad Sales, Sony Pictures Networks India.
Zed Black Agarbatti becomes silver sponsor of India-Ireland T20I Series
Zed Black Agarbatti has partnered with the India-Ireland T20I Series 2026 as a Silver Sponsor to strengthen its international brand visibility and expand its presence across global cricket audiences.
“Cricket has a unique ability to bring people together, transcending borders, cultures, and generations. We are delighted to partner with the India vs Ireland T20I Series 2026 as a Silver Sponsor and be part of this exciting international series featuring India and Ireland. As a brand built on trust and consistency, we see sports as a powerful medium to engage with consumers and strengthen our connection with audiences across India and global markets.” Ankit Agrawal, Director, Mysore Deep Perfumery House.
Endorsements: Brands strengthen athlete portfolios with leading cricket stars
Leading brands continued to invest in cricket talent, with Candere expanding its ambassador roster by signing India batter Smriti Mandhana to support its engagement with young, modern consumers.
Candere signs Smriti Mandhana as brand ambassador
Candere has appointed Smriti Mandhana as its new brand ambassador, joining Shah Rukh Khan as the face of the lifestyle jewellery brand from the House of Kalyan Jewellers.
“Smriti Mandhana’s influence extends far beyond the cricket field. She represents a generation that values ambition, authenticity and confidence, and has become an inspiration to millions through her achievements and conduct. We are delighted to welcome her as the face of Candere alongside Shahrukh Khan. Together, they reflect the diversity of today’s India and the many ways consumers express themselves. As Candere continues to grow as a lifestyle jewellery brand, Smriti’s association will help us deepen our connect with audiences across the country.” — Ramesh Kalyanaraman, Director, Candere.
“I’m delighted to associate with Candere, a brand that truly understands the style sensibilities of today’s consumers. For me, jewellery isn’t something that’s reserved for special occasions; it’s something I wear every day. It’s a part of my personal style and often the finishing touch that makes me feel like myself. Candere’s contemporary designs fit effortlessly into that mindset, making jewellery relevant for everyday moments. I’m excited to be part of this journey and look forward to connecting with audiences through the brand’s campaigns.” — Smriti Mandhana.
Domestic and Franchise: Long-term renewals and new competitions drive commercial momentum
Domestic and franchise cricket continued to attract commercial investment, with new league plans emerging in Zimbabwe, sponsorships secured across India, and long-term partnership renewals reinforcing support for teams, venues and competitions in Australia and South Africa.
Flash Sports & Media announces plans for Zimbabwe T20 League
Flash Sports & Media has announced plans to launch the proposed Zimbabwe T20 League (ZT20) in collaboration with Zimbabwe Cricket, with the franchise competition expected to pursue commercial opportunities including sponsorship, media rights, hospitality, licensing and merchandise.
“This proposed league has the potential to provide a valuable platform for Zimbabwean players to compete with top international talent and create new opportunities for cricket development, commercial growth, and fan engagement across the country.” — Givemore Makoni, Managing Director, Zimbabwe Cricket.
“Zimbabwe has many of the ingredients required to become a major T20 cricket destination – passionate fans, strong local talent, iconic venues, and global tourism appeal. With Victoria Falls currently planned as the launch venue, this proposed league is intended to promote cricket while also supporting Zimbabwe’s profile on the global sports and tourism map.” — Anil Mohan, Founder, The IPG Group.
“Live sports properties and premium media rights continue to attract global interest. If successfully launched, ZT20 is expected to combine elite competition, iconic venues, digital distribution, sponsorship opportunities, franchise ownership, and international fan engagement, while extending Flash’s franchise-league strategy into a high-potential African market.” — Bradley Nattrass, Chief Executive Officer, Flash Sports & Media, Inc.
BBG becomes associate sponsor of Sreenidhi University TG20 League
BBG has become an Associate Sponsor of the Sreenidhi University TG20 League for the 2026 season, with the partnership also including sponsorship of the “Game Changer of the Match” award.
“Cricket enjoys a special place in the hearts of people across Telangana, and this partnership provides us with a meaningful platform to promote our ‘BBG Plot Pandaga’ campaign and our vision of making every Indian own a plot. At the same time, it reflects our commitment to supporting sports and encouraging greater youth participation in the game. Through this association, we hope to contribute to both these objectives.” — Mallikarjuna Reddy, Chairman and Managing Director, BBG.
SACA and Lion transition long-standing partnership to Hahn
Lion has renewed its partnership with the South Australian Cricket Association, with Hahn replacing West End branding across South Australia’s domestic cricket teams, Premier Cricket and venue signage from the 2026/27 season.
“The West End brand has been synonymous with South Australian cricket for decades, and its legacy will always be part of our story. This evolution represents a renewed focus on the future for our partnership. As a modern Australian favourite known for its quality and commitment to excellence, Hahn is a strong addition to the SACA family.” — Charlie Hodgson, Chief Executive Officer, South Australian Cricket Association.
“West End’s history in South Australia is something we’re incredibly proud of, and that won’t change. Our commitment to South Australian cricket is as strong as ever and we’re thrilled to support its growth alongside SACA as Hahn also continues to grow, resonating strongly with today’s drinkers through its broad range of contemporary, low carb and low alcohol options.” — Karli Dabrowski, South Australian Sales Manager, Lion.
Fidelity Services Group renews partnership with Lions Cricket
Fidelity Services Group has renewed its partnership with Lions Cricket for a further two years, continuing as the security and safety provider for the DP World Wanderers Stadium.
“For over 5 years now, we have operated in a safe and secure environment with thanks to the expertise and excellence of Fidelity. Their security solutions, people and systems have given our Pride the freedom to perform our day to day business operations and focus on what we do best and the community we serve. We are grateful for Fidelity’s loyalty and look forward to continuing to walk our journey with them by our side.” — Jono Leaf-Wright, Chief Executive Officer, Lions Cricket.
“Safety is at the core of everything we do. Our continued partnership with Lions Cricket allows us to advance our security solutions and ensure that the DP World Wanderers Stadium remains one of the safest stadiums in the country. This partnership is a fantastic way for us to connect with our customers and the wider community: We want to be part of their experiences, ensuring they feel safe and supported while enjoying world-class cricket. We are happy to renew our partnership with this Pride and the global cricketing icon that is the DP World Wanderers Stadium. Ensuring that fans have many happy and safe experiences here is a top priority for us.” — Wahl Bartmann, Chief Executive Officer, Fidelity Services Group.
Masana Petroleum Solutions extends Lions Cricket partnership
Masana Petroleum Solutions has renewed its partnership with Lions Cricket for a minimum of three years, continuing as the official diesel supply partner of the DP World Wanderers Stadium.
“Masana have been a driving force behind our journey for the past three years, and securing their support for at least another three years is both incredibly appreciated and deeply valued, particularly in a challenging economic environment. The scale of the Lions ecosystem – from professional cricket and community programmes to match-day operations and the management of the DP World Wanderers Stadium – simply would not be possible without trusted partners like Masana. Their reliable supply of fuel has helped power our growth into one of South Africa’s most loved sporting brands, enabling us to Dream Big and Be Big in everything we do.” — Jono Leaf-Wright, Chief Executive Officer, Lions Cricket.
“Our partnership with the Lions is built on more than commercial collaboration — it is rooted in a shared purpose to create meaningful impact in the communities we serve. Together, we are investing in opportunities that empower people, particularly through education and youth development, both on and off the field.”.
“This partnership is underscored by far more than the donations made; it represents a shared investment in uplifting the communities we serve and creating lasting change for future generations.”
Morena Sithole, Managing Director, Masana Petroleum Solutions.
