As the 2026 edition of The Hundred gathers pace on the field, the tournament’s commercial momentum is proving just as impressive off it. Four franchises, Southern Brave, Birmingham Phoenix, Trent Rockets and Welsh Fire, have announced new sponsorship agreements with global and category-leading brands, further underlining the growing commercial appeal of the England and Wales Cricket Board‘s 100-ball competition.
The latest partnerships, spanning logistics, sports nutrition, cricket equipment and technology, arrive at a pivotal moment for the tournament. Following the completion of The Hundred’s franchise investment process earlier this year, teams have been actively strengthening their commercial portfolios, with new ownership groups helping unlock fresh sponsorship opportunities and broaden the competition’s appeal to international brands.
Southern Brave secured one of the standout commercial deals of the season by appointing global logistics company DP World as their new principal partner in a multi-year agreement. The partnership marks DP World’s first investment in The Hundred and sees the company’s branding featured prominently on the front of both the men’s and women’s playing shirts throughout the ongoing campaign.
Ankit Baldi, CEO of Southern Brave, said, “What stood out about DP World from the very beginning is their track record as a genuinely committed cricket partner. You only have to look at what they’ve built across the game, from the top of international cricket right down to grassroots programmes putting kit into the hands of young players, to see that they invest properly in the sports they back. This was never going to be a badging exercise for them, and it isn’t for us. We’re genuinely excited about what we can create together, and our supporters will see and feel the difference from this summer onwards.”
Meanwhile, Birmingham Phoenix strengthened their commercial roster by naming Lucozade as their official sports drink and hydration partner, becoming the iconic beverage brand’s first sponsorship agreement with a franchise in The Hundred.
The partnership carries added marketing value through Lucozade’s long-standing relationship with England football star Jude Bellingham, who is also a co-owner and investor in Birmingham Phoenix, creating a natural association between one of Britain’s most recognisable sporting brands and one of the competition’s newest ownership groups.
Ben Seifas, Head of Commercial Partnerships at Birmingham Phoenix, said, “We’re thrilled to welcome Lucozade to the Birmingham Phoenix family as our Official Sports Drink and Hydration Partner. To secure a brand of Lucozade’s stature is a significant milestone for us, and we’re particularly proud to be the brand’s first partner in The Hundred.
“Performance and preparation are central to everything we do, and Lucozade’s expertise in hydration and supporting elite athletes makes them a perfect fit. The connection through Jude Bellingham adds another exciting dimension to the partnership and demonstrates the growing appeal of Birmingham Phoenix to leading global brands.”
Elsewhere, Trent Rockets added another respected cricket brand to their sponsorship portfolio by partnering with Masuri, one of the world’s leading manufacturers of cricket protective equipment.
The collaboration reinforces the franchise’s commitment to player welfare while adding further commercial depth following a series of partnership announcements since the club entered its first season under the ownership consortium led by Cain International and Ares Management.
Joe Sharphouse, Head of Commercial for Trent Rockets, said, “Player safety is at the heart of everything we do, and we’re proud to be partnering with a brand that shares those values so strongly. Masuri has built an outstanding reputation within the game for innovation and quality, and this partnership will help ensure our players continue to benefit from some of the very best protective equipment available. We look forward to working together over the coming years to champion safety and support the continued growth of cricket.”
Welsh Fire also announced a major commercial addition by unveiling Infinite Computer Solutions as their new front-of-shirt partner for the ongoing 2026 season.
The global digital engineering and technology company will feature across both the men’s and women’s playing shirts. The agreement also reflects the franchise’s evolving ownership structure, with Welsh Fire backed by Major League Cricket franchise Washington Freedom. Washington Freedom owner Sanjay Govil is the founder and chairman of Infinite Computer Solutions, extending the company’s growing investment in professional cricket after its existing association with the American franchise.
Ed Rice, Chief Commercial Officer of Welsh Fire, said, “We’re thrilled to welcome Infinite Computer Solutions as our new front‑of‑shirt partner at a hugely exciting moment for Welsh Fire. Welsh Fire is building real momentum both on and off the field, and bringing in a partner of Infinite’s calibre reflects the ambition we have for the season ahead. With a refreshed squad, big fixtures at Sophia Gardens and a growing connection with our supporters, this is the perfect time to launch a partnership that will help drive the franchise forward.”
Taken together, the four announcements highlight how The Hundred is rapidly evolving into one of cricket’s most commercially attractive franchise competitions. With private investment reshaping ownership structures and creating new commercial opportunities, franchises are increasingly attracting multinational brands looking to engage with a younger, city-based audience through one of the sport’s most visible domestic tournaments.
As the 2026 season continues, the latest partnerships demonstrate that The Hundred’s commercial growth is keeping pace with its on-field entertainment, strengthening the tournament’s long-term value proposition for sponsors, investors and franchises alike.
