The International Cricket Council (ICC) has signed Kettle Chips as an official supporter of the ICC Women’s T20 World Cup 2026, reinforcing the tournament’s growing commercial appeal ahead of its scheduled staging from 12 June to 5 July in England and Wales.
Under the agreement, Kettle Chips will receive integrated branding rights across the tournament ecosystem, spanning in-stadium presence, broadcast visibility, and digital platforms. The brand is also set to roll out a series of fan engagement initiatives, aimed at enhancing the matchday experience and deepening interaction with global audiences across physical and digital environments.
The partnership comes at a time when women’s cricket is witnessing accelerated commercial growth, with the ICC Women’s T20 World Cup establishing itself as one of the sport’s most rapidly expanding properties. Kettle Chips’ entry into the sponsorship portfolio highlights a broader shift, as mainstream consumer brands increasingly look to align with the scale, diversity, and upward trajectory of the women’s game.
Anurag Dahiya, ICC Chief Commercial Officer, said, “We are excited to welcome Kettle Chips as an official partner for the ICC Women’s T20 World Cup 2026. Kettle joins a strong group of brands supporting the tournament, underlining the growing commercial strength of women’s cricket and the immense global reach the sport now commands.
“Women’s cricket is in a period of unprecedented growth, and this World Cup serves as a vital catalyst for that momentum. Bringing strong consumer brands into the tournament helps increase visibility, create new ways for fans to engage, and build further commercial impact for the game. We look forward to delivering an exciting fan experience for supporters across the UK.”
Michael Inpong, Chief Marketing Officer at Valeo Foods UK, added, “KETTLE® Chips is really excited to partner with the ICC Women’s T20 World Cup 2026, a move that aligns our gourmet brand with an international league of courage and community. By supporting the tournament, we aren’t just putting chips in hands, we are standing behind the players who are leading the face of cricket, making sure the sport is as inclusive at the local club level as it is on the world stage.”
Kettle Chips is expected to activate the partnership through a mix of integrated marketing campaigns, combining traditional media, on-ground activations, and digital storytelling to maximise reach and engagement during the tournament window.
For the ICC, the deal forms part of a wider strategy to scale the commercial value of women’s cricket by attracting a diverse mix of sponsors across categories. The governing body has continued to build a robust partner ecosystem around its women’s events, with global brands such as Google and Unilever already associated with the portfolio.
With strong audience growth, expanding broadcast reach, and increasing sponsor interest, the ICC Women’s T20 World Cup 2026 is expected to deliver significant global viewership and commercial impact, further cementing its position as a key asset within the international cricket calendar.
