Birmingham Phoenix, The Hundred team, and Skechers, the comfort technology company, have teamed up for the 2026 season.
As part of the deal, the worldwide footwear brand has become the Hundred team’s lead partner. Furthermore, the Skechers logo will be prominently displayed on the Birmingham Phoenix shirt, ushering in a new era for the global sports franchise.
The relationship demonstrates Birmingham Phoenix and Skechers’ common goal of connecting with cricket fans in bold, real ways that have an influence on the larger community.
Stuart Cain, Chief Executive of Birmingham Phoenix, said, “Skechers is one of the most instantly recognisable brands in the world and we are thrilled to welcome them to Birmingham Phoenix. Their approach to innovation and excellence fits perfectly with our ethos and that’s exactly what we were looking for in a Lead Partner – someone who aligns with our values and ambition.”
Richard Parker, Managing Director, Skechers UK & Ireland, said, “Throughout the past three years, we’ve ventured deeper into the world of performance sport – including cricket – and involvement with a competition and franchise of the calibre of The Hundred and Birmingham Phoenix shows our intent in the elite level sport. We look forward to the opportunities this partnership will provide to engage the wider cricket community, support the grassroots game locally, and build awareness for the signature comfort that performs of Skechers Cricket footwear.”
The Birmingham Phoenix collaboration is the latest in Skechers’ cricket ventures in the United Kingdom. This began in January with the introduction of Skechers Cricket Elite footwear, which meets the needs and demands of cricketers of all levels.
The news comes at a critical time for Birmingham Phoenix and The Hundred, following the implementation of a new ownership structure aimed at accelerating the competition’s expansion. Under the new format, private investment partners will collaborate with the ECB to promote long-term sustainability, global reach, and innovation throughout the tournament.
Notably, Knighthead Capital Management has acquired a strategic ownership in Birmingham Phoenix, providing extensive experience in sports investing and franchise growth. The association with Skechers, as well as the new ownership structure, represents the start of an exciting new chapter for Birmingham Phoenix, as the team prepares for the 2026 season and beyond with increased ambition and enthusiasm.
Aside from cricket, Skechers provides performance footwear for athletes in running, football, golf, basketball, pickleball, and padel. Skechers works with some of the most intriguing athletes in their respective sports, including Indian cricket great Jasprit Bumrah.
