Cricket
The Hundred and Sky Sports work with Lego Group to engage younger audiences
The England and Wales Cricket Board (ECB) has signed a new deal with the Lego Group along with broadcast partner Sky Sports to promote the sport during the inaugural edition of The Hundred
Nike becomes official apparel partner of the Big Bash League
Nike has agreed a kit deal with the Big Bash League to supply all eight teams with playing and training wear for next season
GoDaddy strengthens ICC ties with WTC final sponsorship
US-based internet hosting company GoDaddy is among the sponsors of the ongoing World Test Championship final after becoming the latest brand to have agreed a deal with the International Cricket Council
Restart India – Lifebuoy & Royal Challengers Bangalore
As India began reopening from its first national lockdown in late October 2020, soap brand Lifebuoy leveraged its partnership with IPL team Royal Challengers Bangalore to promote habits like wearing a mask, social distancing and maintaining proper hand hygiene.
ICC continues sponsorship drive with Jacob’s Creek
The International Cricket Council has signed up Jacob’s Creek as its latest sponsorship addition ahead of the World Test Championship (WTC) final.
ICC makes Upstox latest sponsorship addition ahead of WTC final
The International Cricket Council has signed up investment platform Upstox to its sponsorship portfolio ahead of the World Test Championship final
ICC forges Shyam Steel deal for WTC final, streaming on ICC.tv in selected markets
Indian steel products manufacturer Shyam Steel has agreed a deal to become an official partner of cricket’s forthcoming inaugural World Test Championship final.
ICC announces strategic long-term agreement with BharatPe
The International Cricket Council has signed up Indian payments company BharatPe as a sponsor of all global ICC events until the end of 2023
C’mon Aussie: Revisited – Commonwealth Bank & Cricket Australia
As Australia made its way to the final of the ICC Women’s T20 World Cup 2020, the team’s primary partner Commonwealth Bank reworked the famous “C'mon Aussie, C'mon” cricket anthem.
Lancashire Cricket secures extension with kit supplier Kukri
Lancashire County Cricket Club has signed an extension with kit supplier, international sportswear brand Kukri
ECB secures IG as new England sleeve sponsor in CSM-brokered deal
The England and Wales Cricket Board (ECB) has signed up online trading and investments platform IG to its sponsorship portfolio
Bangladesh and Sri Lanka cricket teams strike new sponsorship deals
The Bangladesh Cricket Board and Sri Lanka Cricket have both struck fresh sponsorship deals for their respective men’s national cricket teams.
W88 targets growth in cricket with Brian Lara deal
Asian betting and gambling firm W88 has agreed a multi-year endorsement deal with former West Indies cricket star Brian Lara
Dream11 GIPHY Channel – Dream 11 & the BCCI
Dream11's wide-ranging activation program for 2020, its first year as IPL title sponsor, included a GIPHY Channel strand that gave locked-down Indian cricket fans a library of social meme fuel.
Match Day Mania – Swiggy & the BCCI
Swiggy’s IPL 2020 activation spanned national and regional television, digital and social with humorous content reinforcing its brand benefits of convenience and simplicity.
ICC invites expressions of interest to develop digital collectibles platform
The International Cricket Council is inviting expressions of interest for qualified third-party companies to develop and launch a digital collectibles platform for global cricket fans
Cracking the Game – Unacademy & the BCCI
Edtech startup Unacademy leveraged its IPL 2020 partnership – including title rights to the ‘Unacademy Fan of the Match’ and the ‘Unacademy Cracking Sixes’ – to target potential and current students aged 14 to 32.
Energetics-Energy joins Leicestershire Cricket portfolio
Leicestershire County Cricket Club has signed up energy consultancy business Energetics-Energy as a new official partner for the 2021 season