From national boards to regional clubs, and from elite teams to rising stars, the global cricket industry is in full swing. In recent weeks, marquee deals have extended across continents—Cricket Australia secured a transformative partnership with Aussie Broadband; Cricket West Indies and New Zealand Cricket renewed legacy agreements with Apex and Ford NZ; while domestic outfits like Essex and Worcestershire deepened regional ties. Meanwhile, India’s new-gen talent is becoming the face of luxury, with Shubman Gill and Nitish Kumar Reddy landing headline endorsements with Oakley and Hublot. These developments reflect a shifting dynamic in cricket where performance, purpose, and brand storytelling now go hand-in-hand.
(1) IPL spotlight | Mumbai Indians 2025: A Brand Powerhouse on and off the Pitch
As one of the most decorated franchises in IPL history, Mumbai Indians continue to redefine what it means to be a modern cricket brand in 2025. This season, MI’s commercial strength is on full display with a massive lineup of sponsors ranging from legacy corporations to rising digital-first startups. Whether it’s electricals, fintech, fashion, or cybersecurity, brands are investing in MI for more than just logo space—they’re betting on cultural resonance, elite visibility, and powerful fan engagement. With Hardik Pandya back at the helm, star power in abundance, and market-savvy campaigns firing across platforms, Mumbai Indians remain a marketing juggernaut.
🔌 Lauritz Knudsen & DHL: Powering the Top Tier
MI’s principal partners for 2025—Lauritz Knudsen and DHL—represent global excellence in smart home tech and logistics, respectively. Both brands are anchored on MI’s front and back jersey panels, ensuring maximum visibility. Their involvement goes beyond placement, supporting activations that align with MI’s premium and high-performance positioning.
📶 Jio Continues as Digital Backbone
As MI’s associate sponsor, Jio—part of Reliance’s digital empire—continues to fuel connectivity with 5G campaigns and immersive fan experiences. It’s a natural synergy given the shared ownership and commitment to tech-first engagement.
🏦 IDFC First Bank, Skechers, Astral Pipes: Associate Trio with Mass Appeal
From stylish sneakers to durable infrastructure solutions and banking innovation, these associate sponsors help Mumbai Indians cater to the everyday Indian consumer while elevating the matchday brand presence. Their logos on sleeves and helmets keep them in constant broadcast view.
🌀 USHA: Cool Comfort, Strong Roots
As the Official Sponsor, USHA’s reliable appliances and fans not only provide comfort but also bolster MI’s grassroots programs, including community cricket clinics—showing how sponsorships can drive social impact alongside brand goals.
💻 Kaspersky’s Strategic Play for Digital Trust
Kaspersky’s renewal as MI’s Official Cybersecurity Partner showcases how IPL can shift perception for complex products. By leveraging MI’s emotional pull, Kaspersky improved trial rates, conversions, and feedback in Tier 2 and Tier 3 cities. “Our partnership created a relatable platform for digital safety,” said Purshottam Bhatia, Kaspersky’s Head of Consumer Sales – South Asia. Campaigns tied to IPL matches boosted subscriptions and awareness, helping the brand stand out in India’s crowded cybersecurity space.
📻 Radio City: The Voice of MI Goes Beyond the Stadium
Radio City has been amplifying MI’s spirit for over 16 seasons, but their 2025 “MI Vada Pav” campaign took hyperlocal branding to a new level. From Churchgate Station to dabbawalla deliveries, the radio giant celebrated Mumbai’s street culture while aligning with MI’s ethos. Over 5,000 vada pavs were served with the #PlayLikeMumbai tag, turning a snack into a storytelling device and fan engagement magnet. “It was a flavourful tribute to Mumbai’s spirit,” said CEO Ashit Kukian.
🛍️ Digital-First and D2C Surge
Brands like Udemy, Fiatpe, Fujiyama Solar, and The Sleep Company are leveraging MI’s youthful, digital-savvy audience to drive product trials and viral content. Gaming partnerships with Rapoo, Real Cricket, and BigAnt Studio also highlight MI’s cross-platform fan reach—turning cricket into a multi-sensory experience.
👕 Merch Madness: MI’s Expanding Retail Arsenal
From eco-friendly slippers by Chupps to collectible cricket icons and fitness gear by Boldfit, MI’s merchandise partners are creating a lifestyle ecosystem around the team. With official kits via Fancode Shop and sustainable fashion from Ecentric, the MI brand lives far beyond matchday.
💸 ROI That’s More Than Just Numbers
Top sponsorships like DHL and Lauritz Knudsen may command ₹75–100 crore, while associate and official deals range ₹10–30 crore. But the real value lies in integrated activations—player-driven social content, grassroots tie-ins, and cultural resonance. For brands like Kaspersky and Radio City, the return is measured in trust, visibility, and emotional equity.
⚡ Bottom Line
Mumbai Indians aren’t just winning matches—they’re setting the gold standard for how to build a global sports brand. Whether it’s a logistics titan or a startup with a purpose, every sponsor is part of a layered, immersive MI universe. In 2025, the MI brand is more than a cricket franchise—it’s a full-fledged commercial and cultural ecosystem.
(2) Community & Continuity: England’s Domestic Cricket Partnerships Embrace Long-Term Impact
From Chelmsford to Worcester, English cricket is witnessing sponsorships that go beyond visibility and toward legacy. In 2025, clubs and foundations are focusing on sustained partnerships that elevate both brand value and community outreach. Whether it’s financial firms extending decade-long relationships or local ambassadors backing inclusive street tournaments, the sponsorship narrative in England this season is rich with regional pride and social purpose. Here’s how some of these partnerships are shaping the cricket landscape in meaningful ways.
🤝 Essex & Scrutton Bland: A Decade-Long Financial Bond Strengthens
Essex Cricket has secured a three-year extension with professional services firm Scrutton Bland, solidifying one of its most enduring partnerships. As the Official Partner since 2017, Scrutton Bland will continue to sponsor the Scrutton Bland Premier Suite, ensuring prime in-stadium branding and digital visibility through 2028. This renewal pushes the association beyond the ten-year mark—testament to the mutual value and deep-rooted regional alignment.
Dan Feist, CEO of Essex Cricket, celebrated the ongoing collaboration, highlighting how the partnership supports both fan experience and community engagement. Meanwhile, Elizabeth Nichols, Marketing Director at Scrutton Bland, emphasized the deal’s alignment with their brand values and local business commitment: “This relationship has provided a fantastic platform to support our local community and build strong business connections.”
🏏 Worcestershire Ambassadors & Street Sixes: Cricket as a Catalyst for Community
In Worcester, cricket is being used as a tool for inclusion, empowerment, and social change. The Worcestershire Ambassadors have renewed their support for the Street Sixes tournament, backing the Worcestershire Cricket Foundation’s grassroots initiative that blends competitive street cricket with community building.
This isn’t just a sponsorship—it’s a movement. With support from the Ambassadors, Street Sixes expands its reach to more teams, players, and neighbourhoods, fostering unity through sport. Julia Williams of the Worcestershire Ambassadors said it best: “Street Cricket brings communities together… and we’re delighted to help make a real difference.”
The Foundation’s goal is clear—break down barriers, improve well-being, and create cricketing opportunities for all. With Street Sixes growing in stature and spirit, this partnership underscores how localized corporate support can drive broad societal impact.
BOTTOM LINE:
Whether it’s through heritage-driven financial support or dynamic community partnerships, English domestic cricket is cultivating sponsorships that last and matter. As clubs like Essex and initiatives like Street Sixes demonstrate, the future of cricket sponsorship in England isn’t just commercial—it’s collaborative, community-rooted, and deeply human.
(3) National Pride, Global Reach: Governing Boards Secure Strategic Partnerships
As international cricket prepares for a packed global calendar, national governing bodies are reinforcing their commercial core with impactful, long-term sponsorships. From digital innovation and connectivity in Australia, to heritage automotive support in New Zealand, to front-of-shirt visibility and fan engagement for West Indies tours—these deals go beyond brand alignment. They enable governing boards to enhance infrastructure, elevate fan experiences, and deepen roots in local communities. Here’s a look at how Cricket Australia, Cricket West Indies, and New Zealand Cricket are shaping their futures through smart, strategic sponsorships.
🇦🇺 Cricket Australia & Aussie Broadband: Connecting Performance with Purpose
Cricket Australia has inked a landmark three-year deal with Aussie Broadband, making the fast-growing telco its Official Telecommunications Partner. The partnership includes at-match activations, digital engagement, and critical behind-the-scenes infrastructure like a fully managed Secure SD-WAN network backed by Aussie Fibre.
Beyond performance, the alliance has a strong community focus. Initiatives include the Grassroots Technology Fund, designed to improve digital access at local clubs, and a new National Community Cricket Award recognizing the game’s unsung heroes.
“Aussie Broadband will help power Cricket Australia on and off the pitch,” said CA Chief Commercial Officer Ed Sanders, calling it a blend of elite performance and community values. The partnership also strengthens CA’s internal tech ecosystem with Microsoft Teams Calling, showing how sponsorships can modernize both brand and operations.
🌴 Cricket West Indies & Apex Group: A Frontline Alliance Goes Global
Ahead of marquee tours to Ireland and England, Cricket West Indies has renewed its multi-year partnership with Apex Group, keeping the global financial services firm as the front-of-shirt sponsor for the West Indies Men’s white-ball teams.
The renewed collaboration—launched in 2021—goes beyond exposure, offering Apex employees exclusive training session access and co-created digital content to amplify fan engagement during the 12-match tour.
CWI CEO Chris Dehring called Apex “an outstanding and consistent partner,” highlighting their alignment with West Indies cricket’s passion and legacy. For Apex, the partnership is about shared values of performance, resilience, and fostering the next generation of Caribbean talent. As the “Men in Maroon” gear up for high-profile matches, Apex’s visibility and creative influence are poised for a major digital and international upswing.
🇳🇿 Ford NZ & New Zealand Cricket: A Legacy That Keeps on Driving
One of the longest-running sponsorships in global cricket has just been renewed. Ford New Zealand will continue as Official Vehicle Provider to New Zealand Cricket (NZC), extending a partnership that began in 2009.
Ford’s name is deeply embedded in the game—from support for the BLACKCAPS and WHITE FERNS to naming rights for the men’s domestic 50-over competition.
NZC Chief Executive Scott Weenink described the deal as “integral to NZC’s success,” citing shared values and a mutual commitment to excellence. Marketing Director Mathew Slade of Ford NZ noted the renewal reflects Ford’s deep passion for cricket, not just sponsorship.
This three-year extension ensures that Ford remains a pillar of NZC’s commercial ecosystem, blending brand consistency with national sporting pride.
BOTTOM LINE:
These latest national governing board sponsorships show that commercial strategy in cricket is now as much about infrastructure, community, and innovation as it is about branding. Aussie Broadband, Apex Group, and Ford NZ are more than just logos—they are collaborative partners investing in performance, purpose, and fan connection. As international cricket evolves, these deals exemplify how strategic sponsorships can fuel both legacy and next-gen growth.
(4) Style Meets Stature: India’s Rising Stars Land Luxury Endorsements
SECTION INTRO:
In the fast-evolving world of cricket endorsements, young Indian players are increasingly becoming the faces of high-performance and luxury global brands. This week, two of the sport’s brightest prospects—Shubman Gill and Nitish Kumar Reddy—secured major ambassador deals with Oakley and Hublot, respectively. These partnerships are not just about visibility; they signify a deep alignment between athletic excellence, personal branding, and lifestyle influence. As cricket continues to merge with culture and fashion, these deals place India’s next-gen stars at the forefront of premium brand storytelling.
🕶️ Shubman Gill x Oakley: Visionary Alignment
Star opener Shubman Gill has been named the brand ambassador for Oakley India, fronting the “Artifacts from the Future” campaign. Known for his sharp technique and mental composure, Gill is a natural fit for Oakley’s ethos of performance, progression, and passion.
Gill praised Oakley’s lens technology and design, citing its role in his on-field performance and off-field style:
“Oakley has been an integral part of my cricketing journey… I love how unapologetically stylish they are!”
With this partnership, Oakley taps into one of the most aspirational youth icons in Indian sport, blending athletic utility with lifestyle appeal. The deal extends Oakley’s reach into India’s booming performance eyewear market while reinforcing its position as a brand for game-changers.
⌚ Nitish Kumar Reddy x Hublot: Timeless Precision
Emerging all-rounder Nitish Kumar Reddy has joined Hublot as a Friend of the Brand, becoming the latest cricketer to align with the Swiss luxury watchmaker. The partnership is a continuation of Hublot’s legacy in cricket marketing, following previous tie-ups with the ICC and elite players.
Reddy, known for his dual-threat skill set and calm under pressure, mirrors Hublot’s Art of Fusion philosophy—merging tradition with innovation.
“I am honored to be part of the Hublot family… we share values like honoring tradition while innovating your strengths,” said Reddy.
Hublot sees Reddy as a symbol of India’s youthful dynamism and future-facing excellence, aiming to build a deeper brand presence in the country through exclusive activations and immersive experiences.
BOTTOM LINE:
Shubman Gill and Nitish Kumar Reddy’s latest endorsements underscore a new era where cricketers are not just athletes but cultural influencers and lifestyle ambassadors. As Oakley and Hublot invest in next-gen talent, they’re also betting on India’s growing confluence of sport, fashion, and youth aspiration. Expect more premium global brands to follow suit as cricket’s new stars continue to shine on and off the field.
