Cricket Sponsorship Deals Over Time

Cricket has undergone a massive transformation—not just on the field but also behind the scenes. One of the key drivers of that change has been sponsorship. From painted boards at local stadiums to international multi-million-dollar contracts, cricket sponsorship deals over time tell the story of the sport’s journey from tradition to modern business.

Let’s take a closer look at how these deals evolved, the key milestones, and the lasting impact they’ve had on the global cricketing landscape.

The Early Years: Modest Beginnings

In the 1950s and 60s, cricket was a low-budget sport with limited commercial involvement. Most matches were organized by cricket boards using government or institutional funds. Sponsorships were rare, and when they did exist, they were often local and small-scale.

• No logos on jerseys

• Advertising limited to small boards at stadiums

• Little to no TV coverage, which limited sponsor visibility

Sponsorships during this era were more about goodwill than business.

The 1970s–1980s: Entry of Commercial Sponsors

The first real wave of cricket sponsorship came in the 1970s. As TV broadcasting expanded, sponsors saw an opportunity to reach larger audiences. One of the earliest and most influential deals was the Benson & Hedges Cup in England, followed by the Wills World Cup in 1996, sponsored by a tobacco brand.

Notable Shifts:

• Corporate logos started appearing on player kits and team jerseys

• Broadcasters began selling ad space during match breaks

• Stadiums started displaying branded signage more prominently

This era laid the groundwork for sponsorship as a serious revenue stream.

The 1990s: Rise of Player Endorsements

The 90s was the decade of superstars—think Sachin Tendulkar, Brian Lara, Wasim Akram, and Shane Warne. With their growing fanbases, brands began to move beyond team sponsorship and started targeting individual players.

Key Highlights:

• Sachin Tendulkar’s landmark deal with MRF set a trend for bat sponsorships

• Pepsi and Coca-Cola began competing for tournament and player deals

• Cricket broadcasts became more polished, with branded segments and commercials

Sponsors now wanted more than exposure—they wanted association with icons.

The 2000s: Technology and League Cricket

The early 2000s brought two major developments: rapid technological growth and the beginning of league cricket as we know it.

In 2008, the launch of the Indian Premier League (IPL) changed the face of cricket sponsorship forever. It introduced a franchise-based model, where each team could have multiple sponsors at different levels.

IPL’s Impact on Sponsorship Deals:

• Teams secured title sponsors, kit sponsors, sleeve sponsors, and even helmet sponsors

• Every match segment—from toss to timeout—was sponsored

• Global brands like Vodafone, Pepsi, and DLF jumped on board

Cricket became a 360-degree commercial platform, offering in-stadium, on-screen, and digital branding opportunities.

The 2010s: Digital Disruption and Global Expansion

With smartphones, social media, and streaming services gaining traction, brands found new ways to engage with fans beyond traditional TV ads.

Trends That Emerged:

• Fantasy cricket platforms like Dream11 and My11Circle became major sponsors

• Sponsors created real-time engagement through apps, quizzes, and contests

• Women’s cricket started getting sponsor attention with increased media coverage

• Global events like ICC World Cups attracted big sponsors like Nissan, Emirates, and Oppo

Sponsorship evolved into interactive marketing, not just passive advertising.

The 2020s: New-Age Brands and Multi-Platform Deals

Today, cricket sponsorship is a high-stakes, multi-channel strategy involving tech, data, and innovation. Deals are no longer just about logos—they’re about integrated campaigns that live across platforms.

Recent Developments:

• Crypto and fintech companies like CoinDCX and Paytm joined the sponsorship space

• Brands now target second-screen audiences via OTT platforms like JioCinema and Disney+ Hotstar

• Sustainability and inclusivity campaigns are part of sponsor activations

• Women’s leagues like the Women’s Premier League (WPL) attract headline sponsors

Sponsorships today are built around ROI, audience data, and fan engagement metrics, not just exposure.

Timeline of Key Sponsorship Milestones in Cricket

The Lasting Impact of Cricket Sponsorship Deals Over Time

The journey of cricket sponsorship deals over time has reshaped the sport in multiple ways:

• Financial Security: Teams, boards, and players enjoy financial backing that fuels growth

• Fan Engagement: Sponsors have enhanced fan experiences with digital innovations

• Brand Building: Cricket has helped launch and grow regional and global brands

• Global Expansion: Sponsorships have helped cricket expand into new countries and audiences

Conclusion

The story of cricket sponsorship deals over time is a reflection of how the game has grown—from a traditional sport into a global commercial powerhouse. What started with a few local advertisements has now evolved into multi-layered partnerships involving global brands, digital platforms, and high-stakes marketing strategies.

As cricket continues to grow across formats and markets, the sponsorship landscape will keep evolving. Whether it’s emerging tech companies or eco-conscious brands, one thing is clear: the business of cricket is just as competitive and exciting as the game itself.