The latest wave of deals across the IPL, England’s domestic structure, Major League Cricket, and global endorsements underscores a clear shift in cricket’s commercial ecosystem. Franchises are building deeper, tech-enabled and performance-driven partnerships, while brands are increasingly tapping athletes for storytelling, credibility, and cultural relevance. From fintech integrations and sustainability campaigns to U.S. market activations and cross-sector endorsements, the industry continues to evolve beyond visibility into fully integrated, multi-platform engagement strategies.
IPL: Franchises deepen integration across fintech, performance, and purpose-led partnerships
Mumbai Indians, Kolkata Knight Riders, Rajasthan Royals, Punjab Kings, and Gujarat Titans have all strengthened their commercial portfolios early in IPL 2026, with deals spanning fintech infrastructure, performance apparel, sustainability activations, and digital-first engagement strategies, reflecting a continued shift towards integrated, multi-dimensional sponsorship models.
Mumbai Indians expand with FiatPe, Skechers, and Colgate Total
Mumbai Indians have signed FiatPe as payments partner, renewed Skechers as official kit partner, and added Colgate Total as dental performance partner for IPL 2026.
FiatPe will deploy QR-based payments, POS devices, and card systems across matchday environments to improve transaction speed and fan convenience, while Skechers will continue supplying match kits, training apparel, and fan merchandise. Colgate Total will introduce its PLOT (Performance Linked Oral Test) programme, integrating oral health into the team’s sports science framework.
Anshuman Dhadeech, Founder, FiatPe, said, “In environments like live matches, payments are not a feature; they are a system that everything else depends on. When queues build and transaction volumes rise, what matters is consistency and predictability. This association with the Mumbai Indians is meaningful to us, as it reflects the trust placed in our infrastructure to perform when needed most. That is how we think about payments at FiatPe, as systems that quietly hold commerce together.”
Rahul Vira, CEO, Skechers South Asia, said, “Mumbai Indians are a team that embodies the consistency, resilience, and fearless spirit that aligns naturally with Skechers’ performance-led philosophy. As we enter the third year of our partnership, we look forward to bringing fans closer to the team through footwear and apparel that combine innovation, comfort, and style, while celebrating the energy and ambition that define modern-day cricket.”
Gunjit Jain, EVP, Marketing, Colgate-Palmolive India, said, “At Colgate, we are constantly creating awareness about the role that Oral Health can play in elevating people’s lives. While athletes have long optimised sleep and nutrition, Oral Health remains the ‘hidden edge’ in sports. By partnering with Mumbai Indians – the ultimate personification of performance – we are making this hidden edge mainstream. The link is rooted in science: germs in the mouth can enter the body, impeding muscle recovery and stamina.
“This is more than a campaign, it’s a shift in the performance paradigm – starting with mandating dental tests for all players and providing them with our most superior technology, Colgate Total, which fights germ build-up 3x better, preventing 8 dental problems. We are proud to support the MI squad and encourage other teams to PLOT along for peak on-field performance.”
Vikram Solar renews KKR deal with ‘Sixes for Solar’ campaign
Vikram Solar has renewed its partnership with Kolkata Knight Riders, continuing its sustainability-led ‘Sixes for Solar’ campaign linking on-field sixes to rooftop solar installations.
The initiative connects match performance with clean energy adoption, with fan participation helping identify beneficiary households, reinforcing ESG-led engagement within the IPL ecosystem.
Gyanesh Chaudhary, Chairman & Managing Director, Vikram Solar, said, “Last year, ‘Sixes for Solar’ was about starting a conversation around what solar energy could mean for ordinary households. This year, we want to go further: every six should translate into a rooftop solarised, a generator switched off, and a power cut that doesn’t happen. Cricket reaches every corner of this country. If we can use that energy to make clean power feel less like a distant promise and more like something already underway, that is exactly where we want to be.”
Venky Mysore, CEO, Kolkata Knight Riders, said, “Cricket has always been about more than just the game for us at KKR; it’s about creating impact beyond the boundaries. As we continue our partnership with Vikram Solar for the second year, ‘Sixes for Solar’ is a strong example of that shared vision, where every six contributes to powering homes and creating meaningful change.”
KKR sign HDFC Life as official partner
Kolkata Knight Riders have signed HDFC Life as an official partner for IPL 2026.
The partnership will focus on integrated marketing campaigns, digital activations, and fan engagement initiatives aimed at promoting financial awareness and long-term planning.
Pritika Shah, Head – Marketing, HDFC Life, said, “Given India’s diversity, we have been building our brand through culturally relevant region focused efforts in India. This association with Kolkata Knight Riders continues that journey for us. KKR’s fantastic following gives us an opportunity to deeply connect with households across the country, especially in the East.”
Binda Dey, Chief Marketing Officer, Knight Riders Sports, said, “We are delighted to welcome HDFC Life as our Official Partner for IPL 2026. The most meaningful partnerships are those built on shared values, and HDFC Life’s ethos of pride and respect strongly reflects what KKR stands for as a team. Just as our fans trust us to give our all on the field, HDFC Life empowers millions of Indians with the confidence to face life beyond it. Together, we look forward to a collaborative partnership that creates memorable moments and resonates deeply with fans across the country.”
Rajasthan Royals partner with Olio Pizza and MobiKwik
Rajasthan Royals have renewed their partnership with Olio Pizza and signed MobiKwik as payments partner for IPL 2026.
Olio Pizza will activate its ‘SLICE MAAR’ campaign linking match moments with food consumption, while MobiKwik will integrate its UPI, credit, and payments ecosystem into fan engagement initiatives.
Gokul Kandhi, Chief Operating Officer, Curefoods, said, “Our partnership with the Rajasthan Royals is a cornerstone of our year, and we’re thrilled to be back for another season. The ‘SLICE MAAR’ campaign is pure, unadulterated fan energy. It’s the sound of a six being hit and the feeling of grabbing the perfect slice of pizza on match night. With the new Royal Pizza Slice, we’re not just selling a product; we’re serving an essential part of the cricket ritual for every single fan, making the game-day experience more accessible and exciting than ever before.”
Bipin Preet Singh, Co-Founder & CEO, MobiKwik, said, “Cricket is the single most powerful unifier of a billion-plus Indians. IPL doesn’t just unite India, but it defines its energy. And we’re stepping in at the very heart of it. Our partnership with RR is all about owning those high-intensity, everyday moments and seamlessly connecting them to MobiKwik’s UPI, Loans & Payments ecosystem. RR has always championed young, bold and dynamic talent. MobiKwik has done the same for millions of Indians looking for a smarter, faster way to take control of their money. This is a clear signal of where we’re headed. We will be present where India’s youth play- and where they pay. With RR, every match day becomes a MobiKwik moment.”
Punjab Kings add Alstone as official cladding partner
Punjab Kings have signed Alstone as official cladding partner for IPL 2026.
The partnership will see Alstone leverage franchise visibility to build brand recall among architects, developers, and infrastructure stakeholders through integrated marketing and digital activations.
Sumit Gupta, Managing Director, Alstone, said, “Our partnership with Punjab Kings for the 2026 season is a reflection of Alstone’s evolving brand journey with cricket. This platform represents scale, influence and cultural relevance at an unmatched level. Punjab Kings, with their passion and energy, perfectly mirror the values we stand for innovation, performance and consistency.”
Saurabh Arora, Chief Commercial Officer, Punjab Kings, said, “We’re happy to have Alstone come on board as our Official Cladding Partner for the 2026 season. It’s always great to work with brands that are growing strongly across India. We’re looking forward to building this partnership together and creating meaningful engagement for fans.”
Punjab Kings double down on digital-first sponsorship strategy
Punjab Kings are expanding their sponsorship model beyond jersey deals, focusing on digital partnerships and content-led integrations to drive revenue growth.
The franchise is developing multiple digital IPs and content formats to enable brand integrations, with non-jersey partnerships expected to increase as brands seek measurable engagement and lower entry barriers.
Saurabh Arora, Chief Commercial Officer, Punjab Kings, said, “Jersey sponsorships are expensive and require significant activation spend.”
For a jersey spot, Arora said that a brand has to spend two times more on the overall activation. “And that becomes a big piece of their investment. Also, just taking a logo position won’t help brands receive their return on investment.”
“We can’t be talking about cricket 24/7. Fans want to know what happens beyond the game-how players unwind, what they like. That’s where content plays a huge role,” Arora said.
“These partnerships are not just about visibility-they are about creating experiences and engaging fans in new ways,” Arora said.
Gujarat Titans sign IGI as certification partner
The International Gemological Institute (IGI) has partnered with Gujarat Titans as official certification partner for IPL 2026.
The partnership will focus on promoting diamond certification awareness, drawing parallels between cricket’s DRS system and gemstone verification standards, with branding featured on team kits.
Tehmasp Printer, Global CEO, IGI, said, “Just as cricket relies on DRS to ensure every decision is accurate and beyond doubt, IGI brings that same standard of independent review to every diamond it certifies. The 4Cs: Cut, Clarity, Carat, and Colour, form the foundation of our work, enabling transparency and trust. Gujarat Titans reflect the same discipline, consistency and pursuit of excellence that sit at the core of IGI. Through this partnership, we intend to reach a wider audience and reinforce the importance of informed, confident decision-making in diamond and precious gemstone purchases.”
Colonel Arvinder Singh, COO, Gujarat Titans, said, “We are very happy to partner with the International Gemological Institute. Gujarat has always been closely linked with craftsmanship, precision and a strong legacy of excellence, and this association reflects a shared commitment to these values. At Gujarat Titans, we look to collaborate with partners who stand for trust, integrity and consistency in their domain. For Gujarat Titans, this partnership further strengthens our endeavour to align with like-minded organisations, as we continue to build a purpose-driven and high-performance ecosystem around the team.”
England: National Counties secures long-term digital partnership with NV Play
The National Counties Cricket Association has strengthened its commercial and digital infrastructure with a new multi-year agreement, highlighting the growing role of technology-led partnerships in modernising domestic cricket competitions.
NV Play signs three-year title sponsorship of National Counties Trophy
NV Play has signed a three-year deal with the National Counties Cricket Association to become the title sponsor of the National Counties Trophy.
The partnership will see NV Play’s scoring, streaming, and match centre technology integrated across the competition, supporting matchday operations, performance analysis, and digital fan engagement across all 20 National Counties.
Richard Logan, Operations Director, National Counties Cricket Association, said, “Partnering with NV Play for the next three years is a significant step forward for the National Counties Cricket Association and the 20 National Counties we support. This agreement is about more than technology. For the National Counties, this partnership is about creating consistency, improving standards, and giving every county access to the same high-quality digital tools. Having this access will enhance matchday operations, performance analysis, and create a better overall experience for players, officials, and supporters. NV Play’s platform will continue to help us modernise how our game is delivered and reported. We’re excited about the positive impact this partnership will have across all levels of National Counties cricket over the next three seasons.”
MLC: San Francisco Unicorns and Royal extend culturally driven partnership
San Francisco Unicorns and Royal® have extended their partnership into a third season, underlining the continued alignment between Major League Cricket franchises and consumer brands targeting culturally connected audiences in the U.S.
Royal extends premium partnership with San Francisco Unicorns
Royal® has renewed its premium partnership with San Francisco Unicorns for the 2026 Major League Cricket season.
The deal includes jersey branding, matchday activations, Family Day engagement, and player-led content, with Royal continuing to leverage the partnership to connect with South Asian audiences and promote its sustainability-led product campaigns.
David White, Chief Executive Officer, San Francisco Unicorns, said: “We are honored to continue our relationship with Royal® for a third consecutive season. Their brand has become an integral part of our community and matchday experience, and we have bigger plans for MLC 2026 to maximise the impact of this collaboration.
“Between successful activations at previous Family Day events and ongoing content collaborations with our world-class talent, Royal® has been a top-tier partner in connecting us with local communities and the loyal buyers of its own products, and we look forward to yet another successful partnership this summer.”
Abhinav Arora, President, LT Foods America, said: “Royal® has always been a part of the South Asian household, from everyday meals, to moments of celebration. With the launch of our new Royal® Basmati jute bag campaign and refreshed brand identity, we’re bringing sustainability and storytelling to the forefront in a way that deeply resonates with our community. Cricket, much like food, is a powerful unifier for South Asian audiences around the world. Through our continued partnership with the San Francisco Unicorns, we’re proud to celebrate that shared passion — connecting culture and community, both on and off the field.”
Endorsements: Brands tap athletes across grooming, real estate, luxury, and agriculture
A diverse set of brands across grooming, real estate, luxury goods, and agriculture have strengthened their marketing strategies through athlete and personality endorsements, highlighting the continued value of credibility, storytelling, and cultural relevance in driving consumer engagement.
Abhishek Sharma partners with Gillette Guard 3-in-1
Gillette India has appointed Abhishek Sharma as brand ambassador to promote its Guard 3-in-1 razor as part of its mass premium grooming strategy.
The partnership will support the launch campaign “Bade League Ka Shave,” with Sharma featuring across digital, retail, and on-ground activations aimed at driving adoption of multi-blade shaving systems among young consumers.
Abhishek Sharma, Cricketer, said, “Every young guy today is working hard to get to the next level—whether it’s in sports, career or in general life. For me, grooming is a big part of feeling confident and match-ready. Gillette Guard 3-in-1 really stands out because it gives a smooth shave in just one stroke, without the worry of cuts or irritation. It’s definitely a step up, and that’s what ‘Bade League Ka Shave’ is all about.”
Kapil Sharma, Vice President and Category Head of Grooming, Gillette India, said, “With Gillette Guard 3-in-1, we are bringing an upgrade to millions of young men who are ready to move beyond basic grooming. Designed for the Indian consumer, it delivers the performance of a 3-blade shave at an accessible price point – making a smooth, close shave without nicks and cuts accessible for many more consumers across India. Our association with Abhishek Sharma reflects the mindset of young India—ambitious, evolving, and ready to step into the big league.”
Rohit Sharma and Ritika Sajdeh join Bhumika Realty
Bhumika Realty has appointed Rohit Sharma and Ritika Sajdeh as brand ambassadors to support its expansion across North India’s real estate market.
The duo will feature in integrated campaigns across digital, outdoor, and customer engagement platforms, aligning with the company’s positioning around credibility, discipline, and long-term growth.
Uddhav Poddar, Chairman, Bhumika Group, said, “We are delighted to welcome Rohit Sharma and Ritika Sajdeh to the Bhumika Realty family. This association reflects the direction in which we are taking the brand as we scale our operations across key markets. The alignment of discipline, consistency, and long-term focus resonates strongly with our brand philosophy. Our emphasis remains on structured growth, strong fundamentals, and delivering with precision as we strengthen our presence across regions.”
Rohit Sharma & Ritika Sajdeh, Brand Ambassadors, said, “For us, it’s always about consistency, discipline, and contributing to a larger vision. We are pleased to associate with Bhumika Realty; the company’s strong leadership vision and focus on execution make this collaboration both meaningful and well-aligned.”
Axar Patel joins Rotoris Circle
Axar Patel has joined the Rotoris Circle, aligning with the premium watch brand’s community of athletes and cultural figures.
The association will include campaign appearances and digital storytelling initiatives, positioning Patel within Rotoris’ identity-driven ecosystem focused on ambition, discipline, and long-term performance.
Suryakumar Yadav partners with De Beers
De Beers Group has signed Suryakumar Yadav as a brand partner, linking his journey with the symbolism of natural diamonds.
The collaboration will focus on storytelling-led campaigns highlighting resilience, individuality, and long-term excellence to reinforce the emotional relevance of natural diamonds.
Toranj Mehta, Vice President, Marketing, De Beers India, said, “Suryakumar Yadav is a personification of the natural diamond’s journey. He spent years honing his craft, staying resilient through every challenge, and eventually emerging as a multi-faceted icon. He expresses his individuality with a confidence that is rare to find. At De Beers, we celebrate the rarity and the history behind every diamond, and we see that same spirit in Suryakumar’s path to the top. We are proud to celebrate this moment of rare brilliance with him.”
Suryakumar Yadav, Cricketer, said, “Sustained success, for me, has always been about staying patient, trusting the process and continuing to evolve. That’s why this association with De Beers Group feels so natural. Much like a diamond, the journey is shaped over time, through pressure and perseverance, and that’s what makes the result truly meaningful.”
Sourav Ganguly joins Aries Agro as brand champion
Aries Agro has appointed Sourav Ganguly as brand champion to strengthen trust and engagement with India’s farming community.
The partnership will be activated through integrated campaigns across television, digital, and on-ground initiatives, promoting scientific crop nutrition and sustainable agricultural practices.
Rahul Mirchandani, Chairman & Managing Director, Aries Agro, said, “Sourav Ganguly embodies leadership, resilience, and performance under pressure – values that resonate deeply with Aries Agro’s journey. His ability to transform Indian cricket aligns with our mission to bring innovation and credibility to Indian agriculture. Together, Aries Agro and Sourav will champion a future defined by fearless ambition, team-driven success, and enduring credibility – on the field and in the field.”
Sourav Ganguly, Cricketer, said, “I am extremely happy to be a part of the Aries Agro family. It’s a wonderful team and a phenomenal company with a long-standing legacy. It’s truly a pleasure to understand the roots of the nation and witness how Aries Agro continues to contribute towards building it. We strongly believe that working in the field is what makes the foundation stronger and more resilient.”
Omkar Patil, Group Head, Business Development (India), Aries Agro, said, “Our farmers are the real champions of India. Aries has always stood by them as a trusted partner. With Sourav Ganguly joining us, we aim to further inspire confidence and reinforce our commitment to empowering the agricultural community.”
