Mobile phone brand Nokia has returned as the main shirt sponsor of the Indian Premier League’s Kolkata Knight Riders, a position it occupied for seven years between 2008 and 2014.
The combined annual sponsorship income generated by the International Cricket Council (ICC), the three cricket national bodies of England, India and Australia, and the world’s most valuable domestic competition, the Indian Premier League, is worth around €190m ($217.5m) in 2017, according to research by Sports Sponsorship Insider.
Swiss luxury watchmaker Hublot this month committed to a three-year deal with the International Cricket Council (ICC) after it had previously signed event-only deals with the federation.
RBS Group-owned bank NatWest has increased the England and Wales Cricket Board’s (ECB) money on its top sponsor position, signing a four-year deal, from 2017 to 2020, to replace supermarket Waitrose.
The Board of Control for Cricket in India (BCCI) continues to set the standard in terms of revenue from its two major sponsorship positions, extending its Nike kit supply deal at the start of this year, but other key cricket boards have seen big increases in 2016.
Top-tier sponsorship deals made in the last two months with the national governing bodies of cricket and rugby union in South Africa reflect a shift in the commercial success, if not popularity, of these two major sports in the country.
Beer brand Foster's has decided that English cricket will be the focal point of its revived sports strategy, 11 years on from its last cricket deal in the country.