This week at cricexec we are launching a new regular feature: the cricexec Global sponsorship roundup.
Sponsors are the lifeblood of the cricket industry. In this regular roundup we will highlight important recent deals from around the world from franchise tournaments to national boards, as well as key athlete endorsements. As always, any feedback is welcome.
IPL 2025: Brands Double Down on Fan Engagement and Visibility as Sponsorship Activity Heats Up
The Indian Premier League 2025 season has seen a flurry of new brand partnerships and innovative activations, reinforcing the tournament’s status as a powerhouse marketing platform. From unique fan experiences and sustainability initiatives to major advertising surges and athlete endorsements, brands are going all-in to capitalize on IPL’s unmatched consumer reach. Here’s a snapshot of the key sponsorship and advertising highlights from around the league this week.
Puma India and RCB Redefine Fan Experience with “Fan on a Billboard” Activation
Puma India elevated the Royal Challengers Bengaluru fan experience by launching the league’s first-ever “fan on a billboard” activation. One lucky RCB supporter was featured live on a massive digital billboard at Phoenix Mall of Asia, Bengaluru, capturing real-time fan emotion and turning it into a memorable brand moment. This initiative underlines Puma’s innovative approach to blending sport, technology, and consumer engagement during IPL 2025.
Infinity Toy Tronics Launches Cricket Collectibles with Four IPL Teams
Infinity Toy Tronics entered the IPL 2025 commercial landscape by partnering with four franchise teams to launch official cricket collectibles. This move taps into the growing demand for sports memorabilia in India, giving fans new ways to connect with their favorite teams while opening a fresh revenue stream for the franchises involved.
Star Health Joins Sunrisers Hyderabad as Official Partner
Star Health and Allied Insurance Company Limited expanded its cricket footprint by signing on as an official partner of Sunrisers Hyderabad for IPL 2025. The partnership aims to promote the brand’s focus on health and wellness, leveraging SRH’s strong fan base to amplify reach and engagement.
Kolkata Knight Riders Launch Innovative New Fan Engagement Platform
KKR announced the launch of a new fan engagement initiative (details to be updated once fully available), reinforcing the franchise’s commitment to deepening fan relationships and staying ahead in the increasingly competitive world of sports marketing.
Rajasthan Royals and Luminous Partner for Solar Awareness Campaign
Rajasthan Royals teamed up with Luminous Power Technologies to promote solar energy adoption through a new joint campaign. The partnership emphasizes sustainability and innovation, aligning the Royals’ brand with growing eco-conscious consumer sentiments.
Mumbai Indians and DHL Express Extend Partnership for Fifth Straight Year
Mumbai Indians renewed their long-standing relationship with DHL Express for a fifth consecutive season, underscoring the strength and continuity of premium brand-team partnerships in the IPL. The logistics giant will continue as the team’s Official Logistics Partner.
Chennai Super Kings Name AbhiBus as Official Bus Travel Partner
CSK appointed AbhiBus as their Official Bus Travel Partner for IPL 2025, supporting the team’s extensive logistics and enhancing fan travel experiences to games. This move further integrates travel convenience into the broader fan ecosystem around the team.
IPL 2025 Advertising Volumes Surge; Parle Biscuits Emerges as Top Advertiser
TAM Sports reported a 7% year-on-year increase in IPL advertising volumes for the first 22 matches, with Parle Biscuits dominating as the top advertiser across 21 of those games. The tournament saw a 2% growth in advertising categories and a 21% surge in brands, highlighting continued strong advertiser confidence. Notably, 24 new categories and 84 new brands debuted this season compared to the same stretch in 2024.
Haier Partners with Gujarat Titans as Official Electronics Partner
Haier Appliances India deepened its IPL involvement by signing its first-ever team collaboration with Gujarat Titans as their Official Electronics Partner. Already active as a digital streaming sponsor on JioHotstar, Haier’s new tie-up strengthens its “sport-o-tainment” strategy, aiming for stronger brand resonance with digitally savvy, next-gen Indian consumers.
English County Cricket Clubs Strengthen Commercial Portfolios with New Multi-Sector Partnerships
As the English county cricket season gets into full swing, clubs across the country are busy bolstering their commercial operations with a series of new sponsorship and supplier deals. Legal, fashion, financial services, and hospitality brands are among those recognizing the value of aligning with historic county clubs to engage loyal local fanbases and extend brand visibility. Here’s a look at the latest moves.
Freeths Joins Leicestershire CCC as Official Legal Partner
Leicestershire County Cricket Club secured Freeths as its new Official Legal Partner. The national law firm will provide legal services to the club while enjoying brand exposure across LCCC platforms. The partnership reflects Freeths’ commitment to supporting local communities and enhances Leicestershire’s growing roster of regional sponsors.
Worcestershire CCC Lands Attivo as New Principal Partner in Landmark Deal
Worcestershire County Cricket Club signed a major multi-year agreement with Attivo, making the financial planning firm its new Principal Partner. The landmark deal includes prominent branding across the club’s assets, including player kits, and marks a significant boost to Worcestershire’s commercial strength heading into the new season.
Leicestershire CCC Announces Luke 1977 as Official Fashion Partner
In another addition to their sponsor family, Leicestershire CCC partnered with menswear brand Luke 1977 as their Official Fashion Partner. The deal will see the team sporting stylish off-field apparel provided by the contemporary British label, blending fashion and sport in a way designed to resonate with younger audiences.
Sussex Cricket Names Edgcumbes as Official Coffee Supplier
Sussex Cricket Club announced Edgcumbes Coffee Roasters & Tea Blenders as their Official Coffee Supplier. The partnership will bring premium coffee to the club’s venues and events, enhancing the matchday experience for fans while promoting a well-respected local brand to a broader audience.
MLC Teams Expand Strategic Partnerships Ahead of Season 2 Launch
With Major League Cricket (MLC) gearing up for its much-anticipated second season, franchises are moving quickly to deepen their commercial portfolios with strategic, sector-leading partners. From healthcare to cybersecurity, MLC teams are securing alliances that not only boost brand presence but also reinforce the league’s growing stature as a serious player in the U.S. sports market. Here’s the latest on the sponsorship front.
Seattle Orcas Partner with Virginia Mason Franciscan Health as Official Healthcare Partner
The Seattle Orcas announced Virginia Mason Franciscan Health as their Official Healthcare Partner for the upcoming MLC season. This partnership highlights the Orcas’ commitment to player wellness and community health initiatives while aligning the team with one of the region’s most trusted healthcare networks.
San Francisco Unicorns Name Qualys as Major Partner
The San Francisco Unicorns signed cybersecurity pioneer Qualys as a Major Partner ahead of MLC’s second season. The partnership brings together one of Silicon Valley’s leading tech companies and one of MLC’s most high-profile franchises, emphasizing the league’s strong ties to innovation, technology, and new-age consumer engagement.
National Boards Lock in Major New Partnerships as Legacy Deals Shift
It’s been a pivotal week for national cricket boards with significant new commercial partnerships and the end of a long-standing, transformational sponsorship. England and South Africa, two of the game’s key markets, both announced new alliances that highlight the evolving dynamics of brand investment in international cricket. Here’s the full breakdown.
Toyota Signs on as New Principal Partner of the ECB
The England and Wales Cricket Board (ECB) unveiled a major new partnership with Toyota, naming the automotive giant as its new Principal Partner. The multi-year agreement covers England’s men’s, women’s, and disability teams, showcasing Toyota’s broad commitment to inclusivity and excellence across the English game.
KP Snacks Becomes Official Team Partner of England Cricket
In another significant announcement, the ECB confirmed KP Snacks as an Official Team Partner of England Cricket. The deal will see KP Snacks’ brands feature across England’s playing kits, supporting the ECB’s broader grassroots initiatives while strengthening the company’s national sports marketing footprint.
Suzuki Drives into South African Cricket as Official Proteas ODI Partner
Cricket South Africa (CSA) announced Suzuki as the new Official ODI Partner of the Proteas men’s team. The partnership aims to bolster Suzuki’s brand visibility in South Africa while aligning with the excitement of the Proteas’ one-day campaigns both at home and abroad.
Cricket South Africa Bids Farewell to Momentum after 13-Year Partnership
Cricket South Africa also marked the end of an era, announcing the conclusion of its 13-year partnership with Momentum as sponsors of the Proteas Women’s team. Momentum has been instrumental in the professionalization and growth of women’s cricket in South Africa, helping elevate the team to a fully contracted, globally competitive unit. Both CSA and Momentum celebrated the legacy and lasting impact of their collaboration as they move into a new chapter.
Star Power in Focus: Top Cricketers Drive New Brand Campaigns and Strategic Collaborations
As IPL 2025 and the broader cricket calendar capture global attention, top players are expanding their commercial portfolios with major endorsement deals and brand partnerships. From MS Dhoni’s powerful storytelling campaign to strategic investments by Ravichandran Ashwin and a fresh push for women’s cricket visibility by Harmanpreet Kaur, player-driven brand activity is setting new benchmarks. Here’s a look at the latest endorsements making headlines.
Ravichandran Ashwin Becomes Brand Ambassador and Strategic Investor for VOC Automotive
Veteran Indian spinner Ravichandran Ashwin announced a new dual role as brand ambassador and strategic investor for VOC Automotive. The partnership goes beyond a typical endorsement, with Ashwin taking an ownership stake and becoming actively involved in the company’s growth strategy, aligning his personal brand with innovation and sustainability in the automotive sector.
MS Dhoni Leads Gulf Oil’s 360-Degree Campaign for Gulf Pride Relaunch
Gulf Oil Lubricants India Limited launched a full-scale 360-degree campaign featuring MS Dhoni for the relaunch of its Gulf Pride two-wheeler engine oil. The campaign, built around a nostalgic love story between a rider and their first bike, positions Gulf Pride as a symbol of enduring performance. Directed by Bollywood filmmaker Punit Malhotra, the film showcases Dhoni in a new romantic avatar and highlights Gulf Oil’s deep connection with Indian riders, emphasizing product innovations like improved engine protection and a refreshed look.
Harmanpreet Kaur Joins Crex as Brand Ambassador to Promote Women’s Cricket
Indian women’s team captain Harmanpreet Kaur signed on as a brand ambassador for cricket analytics platform Crex. Through this partnership, Crex aims to boost visibility for women’s cricket and inspire the next generation of female cricketers. Kaur joins fellow cricketer Shikhar Dhawan on Crex’s ambassador roster, helping the platform expand its reach and reinforce its commitment to inclusivity and the growth of the game.
Name of Author: Cricexec Staff
