MI London, one of the eight franchises from English cricket's The Hundred short-form competition, have brought in the Ten Toes agency as a partner for the 2026 season.
Through the deal, London-based Ten Toes becomes the content agency partner for MI London, the rebranded Oval Invincibles franchise, now part-owned by Reliance Strategic Business Ventures (a subsidiary of Indian behemoth Reliance Industries).
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The deal has been announced with this year's edition of The Hundred having got underway – both men's and women's iterations – on July 21, with the tournament running until both finals on August 16.
The two parties have been working together on developing the overall content strategy for MI London through the team's first season under its new name – which stems from the Mumbai Indians franchise in the Indian Premier League, and is also shared by sides in New York, Cape Town, and the United Arab Emirates.
Much of this has been looking at fostering a sense of connection between the franchise, under its entirely new name, new kit, and new branding, and a new demographic of cricket fans in London and the UK.
Josh Hershman, global chief operating officer at Ten Toes, commented: "The Hundred has built a passionate and growing fanbase, and MI London bring a unique combination of domestic pedigree and global reach that makes them one of the standout franchises in the competition.
"With five titles behind them [across both men's and women's teams, under the Oval Invincibles branding] and Mumbai Indians now part of the picture, there is enormous potential here."
Ten Toes also works with sporting bodies such as England Rugby and the Netball Super League.
In April, meanwhile, the agency entered into a tie-up with the Professional Darts Corporation, becoming the body's agency for social media strategy.
Adam Sofroniou, MI London's head of communications, added: “Ten Toes fully grasped the brief and the audiences we were looking to speak to, and brought their own creativity and expertise to help us to capitalise on the opportunity that we have through the Hundred to bring new fans into the game."
Early June saw MI London bring in their first specific front-of-shirt sponsor (for the first five editions of The Hundred, shirt sponsorships were centralised and arranged by the England and Wales Cricket Board).
The South London team unveiled global payments and financial platform Sokin as their new primary shirt sponsor for 2026.
So far, MI London have won one game out of four in 2026, between their men's and women's teams.
