Cricket Sponsorship History Explained
How corporate sponsorship transformed cricket from an amateur gentlemen's game to a multi-billion dollar industry. This guide covers kit sponsorship, broadcast deals, IPL franchise ownership, and naming rights.
From Amateurs to Commercial Giants
Until the 1970s, international cricket was largely amateur — players received expenses rather than significant salaries, and the concept of a logo on a cricket shirt was unthinkable. Kerry Packer's World Series Cricket in 1977-79 was the inflection point: coloured kits, night cricket, massive broadcast fees, and direct player contracts changed cricket's economic model permanently.
Kit and Equipment Sponsorship
The Indian national team's jersey sponsor is among the most valuable in world cricket — deals worth over $50 million for multi-year cycles are routine for the BCCI. Companies like Dream11 (fantasy sports), Byju's (ed-tech), and MPL (mobile gaming) have all been prominent India kit sponsors. England's partnership with Cinch, New Zealand with Spark, and Australia with NRMA represent the commercial value of international Test sides.
Broadcast Rights: The Real Money
The biggest commercial revolution in cricket is broadcast rights. The BCCI sold Indian broadcast rights to the IPL for 2023-2027 at $6.2 billion — making the IPL the second most valuable sports league per match in the world after the NFL. Star Sports, Disney+Hotstar, and Jio Cinema have paid extraordinary sums for cricket broadcast rights in India, where cricket viewership reaches 500 million per major match.
IPL Franchise Values
IPL team values have exploded since the league began in 2008. The Mumbai Indians were valued at over $1 billion by 2023 — the first cricket team to reach that valuation. Two new franchises (Lucknow Super Giants and Gujarat Titans) sold for $930 million combined in 2021. The IPL's commercial model — city-based franchises, player auctions, broadcast revenue share — is now replicated in the SA20, The Hundred, and Caribbean Premier League.
Ground Naming Rights
Ground naming rights are a growing revenue stream. The Narendra Modi Stadium in Ahmedabad (built 2020) has sold corporate naming rights to Reliance. Various county grounds in England carry corporate names — the Utilita Bowl, Sophia Gardens (now Cardiff Wales Cricket). The MCG, Lord's, and The Oval resist commercial names but sell hospitality and advertising rights worth tens of millions annually.
Frequently asked questions
Who started commercial cricket sponsorship?
Kerry Packer's World Series Cricket in 1977-79 introduced the model of direct player contracts, kit sponsorship, and broadcast payment for cricket rights. Before that, players were largely amateurs or received minimal fees from boards.
How much is the IPL broadcast deal worth?
The IPL media rights for 2023-2027 were sold for approximately $6.2 billion — making the IPL the second highest-valued sports league per match globally after the NFL.
What is the value of the Mumbai Indians franchise?
The Mumbai Indians were valued at over $1 billion by independent estimates around 2023, making them the first cricket franchise to reach a billion-dollar valuation.