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Explore the latest trends and actionable insights on the Cricket Sponsorship market to inform business strategy and pinpoint opportunities and risks

Top Industries Sponsoring Cricket - As of May 2022

Industry: Sport
Current: Other Industry Indicators

Financial services is the most active industry sponsoring cricket, with 77 sponsorship deals
Clothing and accessories is the second-largest industry sponsoring cricket with 45 deals
Beverage is the third-largest industry sponsoring cricket with 43 deals

Overview of major industries sponsoring cricket

Financial Services

Financial services was the most active industry sponsoring cricket with 77 active sponsorship deals as per GlobalData’s Sponsorship database. The most recent sponsorship deal by a company in the financial services industry was announced in March 2022, between Chola MS, the Indian insurance company and the Indian Premier League franchise Royal Challengers Bangalore, and was worth $1 million. As per the deal, Chola MS is to be the trouser sponsor of the franchise for season 2022.

As per GlobalData’s Sponsorship database, the largest sponsorship deal by a financial services company was signed in October 2021, between FTX, the cryptocurrency exchange platform and International Cricket Council (ICC), and was worth $24 million. As part of the agreement, FTX would be the official cryptocurrency sponsor for all major events of ICC.

Clothing & Accessories

Clothing & accessories is the second most active industry sponsoring cricket with 45 active deals as per GlobalData’s Sponsorship database. The most recent sponsorship deal by a company in the clothing & accessories industry was signed in May 2022, by Xplora, the smartwatch company to sponsor The Hundred, the short-format domestic competition, and was worth $0.6 million. The multi-year deal will make Xplora the official smartwatch supplier for the tournament.

As per GlobalData’s Sponsorship database, the largest sponsorship deal by a company in the clothing & accessories industry was signed by Puma, the sportswear company to sponsor the Indian Premier League franchise Royal Challengers Bangalore. The multi-year deal worth $30 million, was announced in March 2021 and as per the agreement, Puma will serve as the official Kit sponsor for the franchise.

Beverage

The beverage industry is the third most active industry sponsoring cricket with 43 deals signed as per GlobalData’s Sponsorship database. The most recent sponsorship deal by a company in the beverage industry was signed in April 2022, between McDowells, a brewing company and Kolkata Knight Riders, an Indian Premier League franchise, and was worth $0.8 million. As per the deal, McDowells will be the official celebration sponsor for the season 2022 to the franchise.

As per GlobalData’s Sponsorship database, another notable sponsorship deal by a beverage company was signed in October 2019, between Monster Energy, the energy drink brand owned by Monster Beverage Corp. and the Indian cricketer Hardik Pandya, and was worth $4.5 million. The multi-year deal will make Hardik Pandya the brand ambassador for the energy drink brand for three years.

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