The cricket-focused digital platform, CREX, has extended its association with India women’s cricket team captain Harmanpreet Kaur for a third consecutive year, continuing a partnership that has placed women’s cricket and fan engagement at the centre of the brand’s marketing strategy.
Kaur joined CREX as a brand ambassador in 2025, with the partnership built around the shared objective of increasing the visibility and reach of women’s cricket. Her continued association gives CREX a prominent ambassador as the women’s game expands its commercial footprint in India.
The relationship has extended beyond traditional endorsement activity. During the 2026 Women’s Premier League (WPL) season, Harmanpreet featured in CREX’s nationwide marketing campaign, which included television and digital activations, in-show integrations, video advertising and placements across JioHotstar.
Commenting on the partnership, Purushotam Rawat, CEO, CREX, said, “At CREX, we’ve always believed that meaningful support for sport comes from showing up consistently. Our continued association with Harmanpreet reflects not only our admiration for her leadership but also our long-term commitment to ensuring the women’s game receives the visibility, engagement and recognition it has earned. Together, we hope to inspire more fans to follow, celebrate and connect with every chapter of its growth.”
Harmanpreet Kaur added, “It’s always special to continue a partnership built on shared values and a genuine passion for the game. CREX has consistently championed women’s cricket and helped bring fans closer to our journeys, both on and off the field. I’m excited to continue this association and contribute to the growing momentum around the sport.”
The partnership has also supported CREX’s evolution from a scores and statistics platform towards a broader cricket fan-engagement ecosystem. In May 2026, Kaur launched CREX’s ‘Social’ feature, which introduced real-time fan conversations, user profiles and gamification through the platform’s AURA points system.
For CREX, retaining Kaur provides continuity as it expands its proposition around community, content and engagement. Her profile across international cricket and the WPL also gives the platform a strong connection with audiences following the rapid growth of women’s cricket.
