JSW Sports has secured a portfolio of sponsorship partnerships for the 2026 Hong Kong Sixes, bringing brands including Kajaria, ARM, Boldfit, CREX, Mastercoin and UE Group into the international six-a-side cricket tournament.
The agreements mark a new commercial development for the Indian sports company, which has been working to attract brand partnerships and develop marketing opportunities around the Hong Kong Sixes.
The tournament took place from October 30 to November 1 at the Tin Kwong Road Recreation Ground in Hong Kong, featuring 12 national teams.
New sponsorship agreements expand Hong Kong Sixes commercial portfolio
The addition of the six named brands strengthens the tournament’s sponsorship portfolio and provides JSW Sports with a broader group of commercial partners for the cricket property.
The partnerships create opportunities for participating brands to associate themselves with an international tournament featuring national teams, established cricketers and a format designed around short, high-intensity matches.
For JSW Sports, securing the agreements represents a tangible development in its efforts to build commercial relationships around international sporting events.
The specific sponsorship categories, financial terms and individual brand activation arrangements have not been disclosed.
Hong Kong Sixes offers brands a distinctive cricket platform
Unlike conventional international cricket, the Hong Kong Sixes features six-player teams competing in a condensed format, with matches structured to deliver fast-paced action.
The tournament’s shorter games and entertainment-focused presentation provide a different setting for sponsorship visibility and fan engagement compared with longer-format cricket competitions.
The 2026 edition featured international players including India’s Krunal Pandya, Australia’s Chris Green and Pakistan’s Abbas Afridi, giving participating brands an association with recognisable cricket talent.
JSW Sports Head of Sales Himanshu Sharma said, “Taking our commercial capabilities to an international sporting property is an important milestone for JSW Sports. The Hong Kong Sixes presents a distinctive proposition for brands, combining the appeal of cricket with a fast-paced format that lends itself to engaging fan experiences. The response from our partners reflects the opportunities that international sporting platforms can offer brands looking to expand their engagement with sports audiences. Our focus remains on building partnerships that deliver meaningful value for brands while strengthening the commercial ecosystem around sport.”
The 2026 Hong Kong Sixes concluded with Afghanistan defeating Australia by four wickets, with five balls remaining, to win the Cup. Pakistan claimed the Plate with an 18-run victory over Oman, while South Africa secured the Bowl after beating England by five wickets, also with five balls remaining.
The newly secured sponsorship portfolio gives JSW Sports an expanded group of brand partners associated with the Hong Kong Sixes as the company develops its international sports marketing business.
