Ahead of the upcoming 2026 ICC Men’s T20 Cricket World Cup, which will begin on February 7, a number of the competing teams have struck new commercial deals to see them through the tournament.
Scotland, which replaced Bangladesh on short notice, has agreed a short-term tie-up with global travel-centric search engine SkyScanner,
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SkyScanner, founded in Scotland, will serve as the main sleeve sponsor of the national team through the tournament, appearing on the sleeve of Scotland kits in all tournament games.
Scotland will face high-profile teams such as England and the West Indies during the pool stage of the competition, as well as Nepal and Italy.
SkyScanner already sponsors the Scottish Rugby national body, as well as the Solheim Cup women’s golf tournament.
T20 World Cup debutants Italy, also in Group B of the tournament, will be sponsored by Italy-based global insurance heavyweight Generali Group for the duration of the competition.
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By GlobalDataHaving sponsored the Italian Cricket Federation in the past, Generali has returned to partner the team with a sleeve sponsorship, adding to a wide-ranging sponsorship portfolio that already includes padel’s Hexagon Cup.
Generali regional officer for Asia, Rob Leonardi, highlighted the importance of cricket to the Asian market, saying: “Given the prominence of cricket in this dynamic region for sports, Generali is proud to be supporting Italy’s debut in the T20 World Cup. The national team has made great strides as they’ve built their global reputation, and we are glad to play a role in celebrating their achievements to date – while very much looking forward to what more they’ll achieve in the future.”
Back in 2024, Generali engaged in a life insurance joint venture with the Central Bank of India, illustrating its presence in the market.
Group C’s Namibia has also struck a tournament-centric partnership with Indian e-commerce service Flipkart, which will feature on Namibia's sleeves throughout the tournament.
Flipkart, a prominent business in the Indian market, will look to capitalize on the branding presence across the tournament, which India will co-host.
Indeed, Namibia will face reigning champions India on February 12 at the 41,000-capacity Arun Jaitley Stadium in Delhi, and will also play games against Pakistan, the Netherlands, and the United States.
In Group D of the tournament, the UAE’s Emirates Cricket Board has announced Startrader as its official sleeve sponsor for the tournament.
Startrader, a global brokerage firm, will feature on the sleeve of the UAE’s non-leading (right) arm through the tournament, where the team will face 2024 runners-up South Africa, as well as New Zealand, Afghanistan, and Canada.
Speaking on the agreement, Startrader chief executive Peter Karsten said: “The UAE Cricket Team is built on trust and driven by the growth of its performance and fanbase. This new design communicates to every team member and fan that we are proud and ready to compete at the ICC T20 in India, and against anyone who lines up against us.”
