London Spirit, of English cricket’s short-format The Hundred competition, has added Barclays Bank and US sportswear giant Nike as major sponsors after its sale to private investors last year.
Barclays has joined as London Spirit’s principal partner, with its logo to feature on the front of the team’s playing kit and across other merchandise.
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The deal builds on the bank’s sponsorship activity within English cricket, having already become the premier sponsor of Lord’s Cricket Ground, home of London Spirit, in a multi-year deal with Marylebone Cricket Club last January.
Beyond cricket, Barclays has agreements in place with the Wimbledon Grand Slam tennis tournament and English soccer’s Women’s Super League.
Julian Metherell, chair of London Spirit, said: “The bank has substantial experience in sports partnerships – testified by their success in football and tennis – and has developed a great relationship with MCC and Lord’s that is further strengthened by this agreement.”
Nike, meanwhile, has secured its first partnership in The Hundred, becoming the kit supplier of London Spirit, with the new kit to be unveiled in the spring.
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By GlobalDataNike has previous activity in cricket as a long-term sponsor of the Indian national cricket team.
Along with the two new sponsors, London Spirit also unveiled updated branding, including a new logo, color palette, website, and social media presence.
The deals come after the England and Wales Cricket Board (ECB) completed stake sales in six of the eight franchise teams to private investors, with 49% of London Spirit sold to the US consortium Tech Titans, led by billionaire Nikesh Arora, for a reported £145 million ($194.60 million).
As part of the ownership sale, which is expected to add over £500 million to the governing body’s coffers, the ECB authorized teams to sell certain sponsorship assets previously managed centrally, including front-of-shirt and kit inventory.
The ECB previously struck an agreement with British snack producer KP Snacks, which saw the company’s various brands feature on the front of playing shirts for The Hundred’s inaugural 2021 season. Under that deal, crisp brand Tyrrells featured on London Spirit’s kit.
Last year, KP Snacks changed its partnership with ECB to feature on the sleeves of all teams in The Hundred from the 2026 season via a deal worth a reported £4 million.
The ECB also had a competition-wide kit supply agreement in place with New Balance covering the first five seasons, with designs based on KP Snack brands.
Birmingham Phoenix, meanwhile, announced Castore as the team’s new kit supplier last month after 49% of the franchise was acquired by Knighthead Capital Management, the US investment fund backed by American football legend Tom Brady.
