With brands including Kajaria, ARM, Boldfit, CREX, Mastercoin and UE Group, among others, JSW Sports strengthens the tournament’s commercial proposition alongside international cricket stars Krunal Pandya, Chris Green and Abbas Afridi
Marking a significant step in its international sports business, JSW Sports has secured a portfolio of brand partnerships for the Hong Kong Sixes, its first international intellectual property (IP). With brands including Kajaria, ARM, Boldfit, CREX, Mastercoin and UE Group, among others, the partnerships underscore the commercial opportunities presented by the tournament and its potential to connect brands with cricket audiences through an international sporting platform.
Featuring international cricket talent such as Krunal Pandya, Chris Green and Abbas Afridi, the Hong Kong Sixes offers brands an association with a distinctive cricket property known for its fast-paced format, high-intensity action and entertainment-led appeal. The tournament provides a platform for marketers to explore new avenues for brand visibility and audience engagement beyond conventional cricket sponsorships.
The partnerships mark an important milestone for JSW Sports as it expands its commercial footprint beyond the domestic sporting ecosystem and into international properties. By bringing together brands from diverse sectors, the company is looking to unlock opportunities for businesses to leverage sport as a platform for consumer engagement, brand building and innovative marketing activations.
Commenting on the partnerships, Himanshu Sharma, Head of Sales, JSW Sports, said, “Taking our commercial capabilities to an international sporting property is an important milestone for JSW Sports. The Hong Kong Sixes presents a distinctive proposition for brands, combining the appeal of cricket with a fast-paced format that lends itself to engaging fan experiences. The response from our partners reflects the opportunities that international sporting platforms can offer brands looking to expand their engagement with sports audiences. Our focus remains on building partnerships that deliver meaningful value for brands while strengthening the commercial ecosystem around sport.”
The association with the Hong Kong Sixes reflects JSW Sports’ broader ambition to build commercially sustainable sporting properties and create new opportunities for brands to participate in sport. As the sports marketing landscape continues to evolve, international tournaments with distinctive formats offer brands additional avenues to build visibility, engage fans and explore new forms of sports-led marketing.