National cricket boards are forging deeper, more meaningful partnerships that reflect both their cultural missions and strategic ambitions. Sri Lanka Cricket has teamed with Elephant House to deliver a refreshingly nostalgic beverage experience across matches, while the ECB‘s alliance with Remitly focuses on diaspora engagement and equitable access. CricHeroes is championing visibility for disability cricket through digital empowerment, and the Afghanistan Cricket Board has extended its enduring relationship with Etisalat, reinforcing cricket’s role as a unifying force amid adversity. These collaborations mark a shift toward purpose-driven sponsorships that amplify cricket’s societal impact.
National Boards – Strategic Sponsorships Reflect Global Vision and Local Values
Cricket Boards Deepen Brand Partnerships for Cultural Impact, Inclusion, and National Pride
National cricket boards around the world are forging purpose-driven partnerships that extend far beyond logos on kits. These alliances—from the ECB’s multicultural engagement efforts to SLC’s beverage activations, and from disability cricket support in India to telecom sponsorships in Afghanistan—reveal how governing bodies are using commercial ties to shape the sport’s future, enhance fan experience, and drive inclusive growth.
Elephant House Becomes Official Carbonated Beverage Partner of Sri Lanka Cricket
Sri Lanka Cricket has signed a landmark deal with Elephant House, naming the beloved beverage brand as its Official Carbonated Beverage Partner through March 2027. The partnership gives Elephant House exclusive pouring rights at all international matches played under SLC, alongside robust branding and fan engagement campaigns. The deal was launched in Colombo with national team players, emphasizing the shared legacy and emotional resonance of the two iconic Sri Lankan institutions.
CricHeroes Champions Disability Cricket with DCCI Series Sponsorship
CricHeroes has stepped forward as an Associate Sponsor for India’s Mixed Disability T20I Series against England, scheduled from June 21 to July 3, 2025. The partnership underscores CricHeroes’ mission to celebrate every cricketer, offering digital identity and visibility to India’s differently abled athletes. The series will feature a historic match at Lord’s, with CricHeroes providing scoring and media tools to amplify the talent and resilience of disability cricket at a global level.
ECB and Remitly Forge Inclusive, Diaspora-Focused Partnership
The England and Wales Cricket Board (ECB) has announced a multi-year partnership with Remitly, a global digital financial services brand, aimed at deepening cultural connection through cricket. The collaboration supports events including men’s, women’s, and disability fixtures, while backing pathways like the South Asian Cricket Academy (SACA). Remitly’s investment aligns with its mission of empowering diaspora communities and reflects cricket’s power to unite across borders, generations, and backgrounds.
Afghanistan Cricket Board Renews Main Sponsorship Deal with Etisalat Afghanistan
The Afghanistan Cricket Board has extended its commercial partnership with Etisalat Afghanistan through 2025, with the telecom giant serving as the main sponsor for all domestic and international matches. Secured through an open bidding process, the renewal reaffirms Etisalat’s long-term commitment to Afghan cricket’s development. Both ACB and Etisalat highlighted the symbolic value of cricket in uniting the nation and celebrated the sustained partnership during a ceremony at ACB headquarters in Kabul.
County Cricket Spotlight – Local Roots, National Reach
England’s County Clubs Strengthen Sponsorship Ties With Community and Corporate Support
This past week has seen a surge in meaningful sponsorship activity across English county cricket, highlighting a strong blend of community engagement, regional pride, and national ambitions. From structural engineering firms aligning with Derbyshire, to insurance brokers doubling down on their national cricket footprint, and a significant commitment to disability cricket from a leading automotive group, the deals underscore cricket’s growing value as a vehicle for brand storytelling, inclusion, and corporate responsibility.
AJS Structural Design Backs Derbyshire CCC with Multi-Faceted Deal
Derby-based AJS Structural Design has announced a comprehensive sponsorship with Derbyshire County Cricket Club following a Marketing Derby Bondholder event. The deal includes boundary board visibility, executive access, and sponsorship of head coach Mickey Arthur, along with entry into the exclusive 1870 Business Club. The partnership comes at a pivotal time for AJS, as it expands into environmental services with a new division led by Chartered Environmentalist Matt Cooper. Managing Director Steve Sammans called the partnership “a real privilege,” emphasizing shared values and local pride.
C&C Insurance Brokers Deepen Relationship with Surrey CCC
C&C Insurance Brokers have extended and elevated their partnership with Surrey County Cricket Club, becoming the Men’s T20 trouser sponsor while continuing with boundary and digital advertising at The Kia Oval. The deal enhances C&C’s national footprint in cricket, complementing existing ties with Lancashire and Yorkshire. The company also continues to sponsor the County Championship Golf Day. Both C&C MD Malcolm Cooke and Surrey’s Commercial Director Adrian Wells lauded the evolving relationship, emphasizing a shared commitment to performance and partnership synergy.
Vertu Backs Nottinghamshire CCC’s Super 9s Disability Team
Automotive giant Vertu has expanded its support for Nottinghamshire CCC by sponsoring the Super 9s, the club’s flagship disability cricket team competing in the ECB regional structure. Vertu’s backing will fund kits, promotional materials, and community outreach, reinforcing its corporate focus on inclusion and local engagement. CEO Robert Forrester highlighted the transformative power of sport, while Mandy Wright of Trent Bridge Community Trust hailed the support as “a major boost” for disability cricket in the region. Trials for new players are currently underway at Gedling Colliery Cricket Club.
MLC Momentum – Tech Titans and Franchise Fortunes
Major League Cricket Attracts Strategic Tech Partnerships as U.S. Cricket Gains Ground
As the 2025 Major League Cricket season kicks off, two standout franchise sponsorships spotlight how cricket’s rise in the U.S. is being strategically embraced by forward-looking tech companies. From Silicon Valley to the heart of Texas, MLC’s growing stature is providing brands a compelling platform to showcase innovation, build community ties, and tap into cricket’s expanding American audience.
Workato Joins the San Francisco Unicorns as Official Partner
Workato, a leader in agentic orchestration and enterprise automation, has become an Official Partner of the San Francisco Unicorns for the 2025 MLC season. The partnership includes prominent branding on the back of players’ helmets and caps, positioning Workato at the heart of the action during all Unicorns matches. The collaboration reflects shared values of agility and innovation, with both organizations rooted in the Bay Area’s dynamic tech landscape. CEO David White praised the synergy, while Workato’s Chief Go-to-Market Officer Chandar Pattabhiram emphasized alignment in mission and momentum. The Unicorns opened their home campaign with a landmark win, adding on-field success to their off-field strategic wins.
MethodHub Renews Sponsorship with Texas Super Kings
Tech services firm MethodHub has extended its Associate Sponsorship with the Texas Super Kings (TSK) for the 2025 MLC season, continuing a successful partnership that began in 2024. The MethodHub logo will feature on TSK’s helmets and caps, with the renewed deal focusing on deeper brand visibility, community programming, and fan engagement. MethodHub’s executives emphasized the sponsorship as a meaningful long-term investment in U.S. cricket’s rise, particularly in Texas—a key market for the company. TSK, part of the globally recognized Super Kings brand, enters the new season following a strong 2024 campaign and looks to build momentum both on and off the pitch with MethodHub by their side.
Star Power in Purpose – Endorsements with Emotional Resonance
Jasprit Bumrah and Sanjana Ganesan Team Up with Canara HSBC Life Insurance
India’s premium life insurance provider, Canara HSBC Life Insurance, has announced a dual endorsement deal with fast-bowling icon Jasprit Bumrah and his wife, renowned cricket presenter Sanjana Ganesan. The partnership is deeply symbolic, showcasing themes of mutual trust, resilience, and planning for life’s uncertainties — qualities that define both the insurance industry and the couple’s public personas.
For the brand, Bumrah embodies consistency and calm under pressure, while Ganesan brings credibility and emotional connection to the table. Together, they anchor the insurer’s “Promises Ka Partner” campaign, which positions the company as a trusted ally in navigating life’s unpredictable journey. Integrated marketing campaigns featuring the couple will soon be rolled out, targeting digitally savvy millennials, families, and emerging affluent consumers.
Other franchise
Beyond the Big Leagues – Regional and Emerging Franchise Tournaments Attract Dynamic Sponsors
From India to Namibia and Bermuda, Domestic and Regional Tournaments Secure Strategic Brand Support
While global attention often gravitates to marquee leagues like the IPL or MLC, a vibrant network of regional and emerging franchise leagues is building its own commercial momentum. Recent sponsorships in Australia’s BBL, India’s TNPL and MPL, Namibia’s Desert Ice Challenge, and Bermuda’s Smash Tournament underscore how local identity, youth development, and digital engagement are fueling a new frontier for cricket commercialization.
compare & connect Extends Coaches Partnership with Melbourne Renegades
Australian comparison platform compare & connect has renewed its Coaches Partnership with the Melbourne Renegades for both the WBBL|11 and BBL|15 seasons. The deal ensures continued branding on coaches’ apparel and will support content-driven fan engagement through coaching previews, reviews, and a community-focused Coaching Series. This extension coincides with key coaching developments at the Renegades, including Simon Helmot’s three-year contract and the addition of Rob Cassel to the BBL staff.
AbhiBus Boards as TNPL 2025’s Official Bus Booking Partner
AbhiBus, part of the ixigo group, is the new Official Bus Booking Partner of the Tamil Nadu Premier League (TNPL) 2025. The deal includes widespread stadium branding, digital integration, and exclusive fan travel offers. The company will also present the Orange Cap to the tournament’s top scorer. AbhiBus sees this partnership as a way to redefine match travel experiences, bringing fans closer to their teams with seamless, affordable transport.
FUN88 India Backs Bengal Pro T20’s Siliguri Strikers
Online entertainment platform FUN88 India has joined the Bengal Pro T20 League as Main Jersey Sponsor of both the men’s and women’s Servotech Siliguri Strikers teams. The league’s inclusive model and marquee player mentors like Wriddhiman Saha align with FUN88’s vision for dynamic, diverse sports engagement. FUN88’s branding will be featured on kits as the Strikers aim to make their mark in the 2025 season.
Nedbank Namibia Reaffirms Support for Desert Ice Challenge T20
For the second consecutive year, Nedbank Namibia has committed N$150,000 to sponsor the Desert Ice Challenge T20 League, organized by Impact Cricket Namibia. The investment supports infrastructure, talent development, and national-level exposure for over 180 players. With matches played in cities across Namibia, the league operates year-round to address developmental gaps in local cricket. Nedbank views the sponsorship as a core expression of its ‘Beyond Banking’ philosophy, reinforcing sport’s role in community and youth development.
FOMO7 Returns as Front-Jersey Sponsor for Trichy Grand Cholas in TNPL 2025
Online gaming company FOMO7 has renewed its front-jersey sponsorship with TNPL’s Trichy Grand Cholas, marking its second consecutive year with the franchise. The Grand Cholas, aiming for a playoff run in 2025, will showcase FOMO7 branding prominently. This renewal reinforces FOMO7’s commitment to Indian domestic cricket, which now includes sponsorships in the MLC and WCL, highlighting the brand’s expanding footprint in the cricket ecosystem.
1xBat Signs On as Eagle Nashik Titans Sponsor in MPL 2025
Sports news platform 1xBat Sporting Lines has partnered with the Eagle Nashik Titans in the Maharashtra Premier League (MPL) 2025. The collaboration includes kit branding, digital content, giveaways, and stadium visibility. With the MPL growing into India’s largest regional cricket league after the IPL, this deal positions 1xBat at the center of a crucial talent pipeline. The Titans, runners-up in 2024, are eyeing a title run this year, backed by a sponsor equally invested in regional sports development.
CG Elevates Bermuda Smash Cricket with Title Sponsorship and Sir Curtly Ambrose Visit
CG, an insurance and health company, served as Title Sponsor for Bermuda’s Smash Cricket Tournament 2025, spotlighting Caribbean cricket talent and community engagement. The event featured a visit from West Indies legend Sir Curtly Ambrose, who interacted with fans and seniors as part of CG’s holistic wellness and inclusion mission. The sponsorship reflects CG’s longstanding support of cricket in the region and highlights the deep social value of sport in Bermuda’s cultural identity.
Moneyboxx Finance Brings Microfinance Mission to Regional T20 Spotlight
In an era where cricket sponsorship is increasingly about meaningful alignment rather than just mass exposure, Moneyboxx Finance Ltd. is setting a new precedent. The BSE-listed NBFC, known for empowering micro-entrepreneurs in underserved regions, has joined hands with two regional T20 franchises — Anmol Kings Halar (Saurashtra Pro T20 League) and Sobisco Smashers Malda (Bengal Pro T20 League). The initiative underscores a growing shift toward purpose-led sports marketing in India’s vibrant local cricket ecosystem.
