JSW Sports has secured a three-year mandate from the Cricket Association of Bengal (CAB) to drive the commercial and operational growth of the Bengal Pro T20 League, strengthening the professional structure of the regional franchise competition.
Under the agreement, JSW Sports will lead commercial strategy, sponsorship sales, marketing execution and broadcast presentation, helping the league build a stronger and more sustainable business model.
The partnership reflects CAB’s ambition to scale the Bengal Pro T20 League into a commercially viable domestic property that attracts brands, media partners and investors. JSW Sports will centralise sponsorship inventory and create structured brand integration opportunities across broadcast, digital and on-ground assets.
The company will also focus on improving fan engagement through integrated campaigns, storytelling formats and digital content strategies designed to expand the league’s reach across West Bengal and wider Indian cricket audiences.
Speaking on the development, Divyanshu Singh, CEO, JSW Sports, said, “Bengal has a rich cricketing legacy and one of the most passionate fan bases in the country. We are excited to partner with the Cricket Association of Bengal to help shape the next phase of growth for the Bengal Pro T20 League. Our focus will be on building a commercially robust, operationally efficient, and fan-first league that delivers long-term value for all stakeholders – players, franchises, partners, and fans. Having engaged with stakeholders on-ground, we see strong momentum and appetite to build a differentiated league experience that resonates both locally and nationally. We believe this league has the potential to emerge as one of the most compelling domestic T20 platforms in India.”
Bablu Kolay, Hony Secretary-The Cricket Association of Bengal, added, “We are delighted to partner with JSW Sports for the Bengal Pro T20 League. Their expertise across commercialisation, marketing, and league operations will play a key role in scaling the league further. We look forward to working closely with them to enhance the overall quality, visibility, and impact of the competition. This collaboration aligns with our vision to strengthen Bengal’s cricketing ecosystem and create more opportunities for emerging talent across the state.”
Launched in 2024, the Bengal Pro T20 League features franchise teams representing districts across West Bengal and includes both men’s and women’s competitions, creating structured development opportunities for emerging players.
The partnership highlights a wider trend of state associations working with specialised sports management companies to strengthen revenue models and improve league delivery standards.
With stronger commercial planning and professional execution, the Bengal Pro T20 League aims to build a scalable platform that supports talent development while attracting long-term investment into regional cricket.
