Mumbai, October 31, 2026: 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.
About JSW Sports
JSW Sports, the sports arm of the JSW Group, is a USD 24 billion conglomerate as on March 31, 2023 (end of FY23) with presence across India, USA, South America and Africa. Established in 2012, JSW Sports aims to play a leading role in ushering a culture for sports in India by maximizing the sporting potential of Indian sport and sportspersons. The group owns JSW Bengaluru FC, India’s most successful football club in recent memory, Haryana Steelers in the Pro Kabaddi League and in 2018, ventured into the hugely popular Indian Premier League through a 50 percent stake in the Delhi franchise, which has since been rebranded as the Delhi Capitals. It also owns and operates SA20 side Pretoria Capitals. Through its talent management vertical, JSW Sports manages commercial rights of top Indian athletes like cricketers Axar Patel, Jemimah Rodrigues and Shafali Verma, while also supporting the training of over 40 Indian Olympic talents through its Sports Excellence Programme. The JSW Group also spearheaded the creation of the Inspire Institute of Sport, India’s first privately funded High Performance Olympic Training Centre in Vijayanagar, Karnataka.
