This week in global cricket sponsorships, trust-driven brand alignments, tech-powered campaigns, and star-studded endorsements defined the headlines. In the BBL, the Brisbane Heat joined forces with Frank Health Insurance in a digitally led partnership focused on family-friendly engagement. South Africa’s SA20 reaffirmed its relationship with DP World to streamline tournament logistics, while Titans Cricket expanded its commercial ecosystem with premium lifestyle brand GANT and mass-market media powerhouse Huisgenoot. In the UAE, 1xBat returned as a sponsor of the high-octane Abu Dhabi T10. On the endorsement front, Indian cricket icons Rahul Dravid, MS Dhoni, and Harmanpreet Kaur took center stage — championing messages of innovation, mobility, and community development in campaigns that go far beyond the boundary.
Big Bash League: New Energy, Fresh Faces — Heat Partner with Frank to Power Fan-First Summer
As the Big Bash League prepares to ignite across Australia, the Brisbane Heat have secured a dynamic new partnership with Frank Health Insurance, bringing fresh energy and a family-first focus to their WBBL and BBL campaigns. This marks the latest example of BBL teams aligning with purpose-led brands that emphasize simplicity, connection, and lifestyle fit — just in time for a summer of community-driven cricket.
Brisbane Heat and Frank Health Insurance kick off a fan-first partnership
Simplified health cover meets summer cricket in family-focused alliance
The Brisbane Heat have welcomed Frank Health Insurance as the club’s official Health Insurance Partner ahead of the 2025–26 Big Bash season. It’s the first time the Australian not-for-profit online health fund has entered the cricket space, and the digitally-led deal is designed to connect with fans across platforms — on the field, online, and in the community.
Pete Lock, Brisbane Heat’s General Manager – Commercial, Marketing & Corporate Affairs, said, “The Brisbane Heat is all about bringing families together across the summer, and we see our partnership with Frank Health Insurance as being an ideal fit for our members and fans. We’re thrilled Frank Health Insurance is joining us for the first time and look forward to enjoying a bumper Big Bash alongside them this season when our men’s and women’s teams pursue titles.”
Frank Health Insurance Brand Manager Nick Ilievski highlighted the synergy between the two brands, saying, “The Brisbane Heat lights up the Big Bash, a simplified, fast-paced version of cricket that’s easy to enjoy, much like how Frank keeps health insurance simple and hassle-free.”
“The Big Bash is part of that summer lifestyle for so many Aussies – barbecues, mates, the roar of the crowd – it just made sense for us to team up with the Heat.”
“This is a ripper opportunity to connect with a community that loves fun, action-packed entertainment. The Heat share our energy and spirit, and we’re pumped to be on board this season.”
Ilievski continued, “Whether supporters are watching the action live at the game, from home, on social media, or catching highlights on the go, Frank wants to be there connecting with fans wherever they are.”
He added, “The Brisbane Heat are among the WBBL and BBL’s most electrifying teams, renowned for delivering showstopping performances and unforgettable experiences that unite and delight fans.”
“At Frank, we keep health cover simple, affordable, and genuinely good value, no unnecessary fluff, just what you need. Whether you’re cheering from the stands or watching from home, we’ve got you covered. Health insurance shouldn’t be complicated, and neither should cricket – easy as!”
With the Heat opening the WBBL season in Brisbane on November 9 with a double-header at Allan Border Field, Frank’s debut in the cricket world is set to launch in front of a passionate home crowd — the perfect platform for a partnership built on simplicity, connection, and summer fun.
Franchise Leagues: From Logistics to Lifestyle — Global Brands Deepen Roots in Cricket’s Fastest-Growing Competitions
From the high-speed Abu Dhabi T10 to the expanding reach of SA20 and the community-first ambitions of South Africa’s Titans, this week saw franchise leagues across the cricketing world enhance their commercial credibility. DP World, 1xBat, GANT, and Huisgenoot each doubled down on their cricket investments — blending purpose, media scale, premium aesthetics, and fan-first values in partnerships that span logistics, apparel, publishing, and digital storytelling.
DP World and Betway SA20 extend smart logistics partnership
Cricket logistics meets community connection in high-impact second season
DP World has reaffirmed its commitment as the global logistics partner of Betway SA20 for a second straight season. With operations in 48 markets across Sub-Saharan Africa, the company sees the partnership as a strategic channel to connect communities and grow its footprint through cricket.
“This is one of the partnerships that we have been using to expand our presence not only in cricket but to unify our people and our partners. I think this is why the shared purpose and vision between SA20 and DP World continues to work both on and off the field,” said Esha Mansingh, Head of Corporate Affairs & Sustainability sub-Saharan Africa at DP World.
“For DP World, we are the provider of smart and innovative logistics, and when you look at a tournament like the Betway SA20, the complexity behind it, over 30 matches in a month, you need a fundamental and efficient ecosystem to deliver what we need to deliver beyond just the game that we watch on the field.”
“This is where the partnership with Betway SA20 together with DP World becomes so phenomenal to the success of this tournament, because with our support, we make the logistics and supply chain and eco system work for the tournament together with the broader partners.”
DP World will once again activate across all 34 matches through its “smart truck” match ball delivery and the fan-favorite “Dispatch of the Day” award, which celebrates the best six of the day. Mansingh added, “This season we are going bigger and better. We are all looking forward to continuing our smart truck delivery with the DP World smart truck, which has become a signature of every match throughout the tournament.”
“We are also looking to continue with the Dispatch of the Day during the next tournament. We are very excited about our second season together and ready to take it to the next level.”
Titans Cricket and Huisgenoot extend editorial partnership
South Africa’s biggest magazine keeps Sky Blues in the national conversation
Titans Cricket have renewed their partnership with Huisgenoot, South Africa’s most-read magazine, for a second season — extending a unique media collaboration that gives the Sky Blues access to over 1.4 million weekly readers.
Pierre Joubert, Commercial Manager of Titans Cricket, said, “Partnering with Huisgenoot allows us to take Titans Cricket into the homes and lives of millions of South Africans. Their incredible reach and trusted voice give us the opportunity to showcase not only our fixtures but also who we are as a brand. We are proud to continue this journey with Huisgenoot for a second season, as we look to strengthen our connection with the community and our fans.”
The partnership allows Titans to share stories, fixtures, and off-field brand activity through advertorials and written content in Huisgenoot, bringing professional cricket closer to households across South Africa in an accessible and relatable format.
Fast-format cricket and real-time storytelling combine in high-speed partnership
1xBat Sporting Lines has renewed its sponsorship of the Abu Dhabi T10 League for a second consecutive season. The sports news platform will provide extensive content coverage throughout the 9th edition of the tournament, while activating across kits, digital boards, dugouts, merchandise, and stadium screens.
“We are delighted to be sponsoring Abu Dhabi T10 for the second season in a row. Fans love this dynamic league for its players’ skill and the unpredictability of its matches. Informative, entertaining, and analytical content about the main tournament intrigues will contribute to unlocking the championship’s potential and increasing the popularity of cricket,” said the 1xBat representative.
A spokesperson from Abu Dhabi T10 added, “It’s great that 1xBat will be covering the key events of the new season. This partnership will give a powerful media boost to increasing the tournament’s visibility in India. We stand for every viewer and continue to work for the future of cricket.”
The deal includes rights for 1xBat to use player photos and team logos, as well as to create exclusive merchandise for fans — amplifying the league’s growing digital presence.
Titans Cricket and GANT partner for premium off-field style
Lifestyle and legacy unite as Titans elevate their look with global fashion brand
In a stylish new move, Titans Cricket have welcomed GANT as their official lifestyle partner. Known for its timeless apparel and global legacy, the premium fashion brand will provide staff wardrobe and stadium visibility for the Sky Blues throughout the upcoming season.
Pierre Joubert, Commercial Manager of Titans Cricket, said: “We are delighted to welcome GANT to the Titans family. GANT is a premium lifestyle brand that represents quality, class, and confidence, values that align perfectly with what we stand for as Titans Cricket. This partnership is not only a style statement but also a reflection of the professionalism and excellence we strive for in everything we do.”
To launch the partnership, Titans players took part in a bespoke GANT photo shoot, with visuals to be showcased across SuperSport Park. GANT’s presence will add a sophisticated new dimension to the Titans’ off-field brand image, blending classic sportsmanship with modern elegance.
National Boards: Investing in the Future — PCB Launches School Cricket Cup with Ghani Group
In a week where grassroots development took center stage, the Pakistan Cricket Board (PCB) announced a new initiative with Ghani Group to spotlight young talent and strengthen school-level cricket in Lahore. The collaboration underscores a growing trend among national boards to align with private partners for community-first, development-driven initiatives.
PCB and Ghani Group launch Ghani School Cricket Cup 2025
New tournament shines spotlight on Lahore’s emerging school cricket talent
The Pakistan Cricket Board (PCB) has partnered with the Ghani Group to host the Ghani School Cricket Cup 2025, a 35-over-a-side one-day tournament featuring eight of Lahore’s top school teams. The event kicked off with a formal inauguration by PCB Chairman Mohsin Naqvi, followed by the opening match between Aitchison College and Beaconhouse at the GIC Ground.
The tournament is part of the PCB’s continued efforts to promote cricket at the grassroots level and identify the next generation of talent. Matches will be staged across various venues in Lahore, including the iconic Gaddafi Stadium, which will host the semi-finals and final.
Participating schools include Aitchison College, Beaconhouse, Crescent Grammar School, Gohar Education System, Moon Public School, Muslim Model High School, Pilot School, and The City School.
This initiative reflects PCB’s broader strategic aim to build cricketing pathways and increase engagement among youth — while leveraging trusted local partners like Ghani Group to bring visibility and resources to the development tier of the sport.
Endorsements: Icons with Impact — Dravid, Dhoni & Harmanpreet Front Purpose-Driven Brand Campaigns
This week in endorsements, three of Indian cricket’s most respected figures — Rahul Dravid, MS Dhoni, and Harmanpreet Kaur — lent their credibility and character to brands looking to drive deeper emotional and social impact. Whether through tech innovation, lifestyle transformation, or infrastructure-led community upliftment, these campaigns go far beyond celebrity endorsement, aiming instead to forge meaningful connections with India’s evolving consumer and cultural landscape.
Rahul Dravid and buildAhome inspire trust with tech-powered campaign
“Banni, Let’s Build a Home” merges reliability with responsive design
buildAhome has launched a landmark campaign featuring Rahul Dravid to promote its message of aspirational yet responsible living. Centered around the theme “Banni, Let’s Build a Home,” the campaign blends emotion and innovation with the use of India’s first motion-sensing billboard — a symbol of attentiveness and smart customer engagement.
Abhijith R. Priyan, Founder and CEO of buildAhome, said, “At buildAhome, we believe in promoting not just aspirational living, but responsible living. With this campaign, we aim to connect with a wider audience, offering end-to-end solutions that turn every homeowner’s dream into a trusted, precise reality. We don’t just build houses—we create homes that inspire confidence and stability.”
Dravid’s reputation for integrity and consistency makes him a natural fit for the campaign, adding to a long line of partnerships that reflect his dependable image. With activations across outdoor, digital, and transit media — and a focus on eco-friendly design — the campaign positions buildAhome as a trusted construction brand for India’s next generation of homeowners.
MS Dhoni and Citroën India roll out bold new brand identity
“Shift Into The New” signals tech-forward reinvention with a trusted face
French automaker Citroën has launched its second major campaign with MS Dhoni, titled “Shift Into The New”, as part of a bold repositioning in the Indian market. The campaign showcases Citroën’s revamped product lineup — including the C3X, Basalt X, and Aircross X — through high-impact films and digital activations that match Dhoni’s calm authority and pan-India appeal.
Siddharth Loyal, Co-Founder and Managing Director, alterType, said, “Shift into the New isn’t just a campaign, it’s a way of communicating who Citroën is today. With Citroën, we had the opportunity to craft a campaign that goes beyond billboards and helps the brand evolve its voice to be confident, contemporary, and distinctly human, while connecting with drivers in a way that feels engaging and purposeful at every touchpoint.”
Kumar Priyesh, Business Head and Director – Automotive Brands, Stellantis India, added, “With Shift Into The New, we set out to redefine what it means to drive a Citroën in India. Every detail, from the interiors to the technology, has been designed to elevate the experience, making each drive more comfortable and enjoyable. This campaign reflects our commitment to innovation and a distinctly modern Indian perspective, and we’re excited to engage with drivers who want more from every drive.”
Dhoni’s calm leadership, long admired by Indian consumers, brings credibility to Citroën’s repositioning as a comfort-first, design-forward brand ready to go mainstream.
Harmanpreet Kaur and Omaxe build a bridge between sport and infrastructure
Empowering communities and young athletes through vision-led development
Following India’s ICC Women’s World Cup 2025 triumph, Harmanpreet Kaur has been named brand ambassador for Omaxe Ltd., one of India’s leading real estate developers. The partnership focuses on promoting sports and community growth, with Kaur fronting campaigns that highlight Omaxe’s projects and their impact on youth empowerment and infrastructure development.
Harmanpreet Kaur said, “Being from Punjab, I have always felt a deep connection to the spirit of its people and the places that shape us. Omaxe’s presence in Punjab and its vision for creating world-class infrastructure give me great hope for communities and especially for the young generation. Along with its remarkable work in Punjab, projects like The Omaxe State in Delhi reflect how thoughtful development can support sports and create platforms where talent can truly grow. I am proud to join Omaxe as its Brand Ambassador and to stand with a company that believes in empowering youth, strengthening communities, and building facilities that inspire dreams and turn them into achievements.”
Mohit Goel, Managing Director of Omaxe, added, “We welcome Harmanpreet to the Omaxe family with great pride. Her leadership, dedication, and ability to inspire mirror Omaxe’s commitment to purposeful development. This partnership is about creating platforms that broaden access to sport, encourage greater participation of women in athletics, and strengthen local economies. One of the landmark outcomes of this vision will be the delivery of a new international-standard cricket stadium in the national capital after more than 140 years—a milestone for the city and for Indian sport.”
Together, Kaur and Omaxe aim to champion inclusive urban progress — a message that bridges cricketing success with community transformation.
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