Birmingham Phoenix inks new deal with Skechers

The Hundred franchise Birmingham Phoenix have announced a new partnership with footwear brand Skechers, which will see the latter become the Lead Partner of the Phoenix team starting from the 2026 season onwards. Skechers will have branding on the front and centre of the Phoenix kits and both will work on various fan engagement activities to ‘impact the wider community.’

Stuart Cain, Chief Executive of Birmingham Phoenix, commented,

“Skechers is one of the most instantly recognisable brands in the world and we are thrilled to welcome them to Birmingham Phoenix. Their approach to innovation and excellence fits perfectly with our ethos and that’s exactly what we were looking for in a Lead Partner – someone who aligns with our values and ambition.”

Richard Parker, Managing Director, Skechers UK & Ireland, said,

“Throughout the past three years, we’ve ventured deeper into the world of performance sport – including cricket – and involvement with a competition and franchise of the calibre of The Hundred and Birmingham Phoenix shows our intent in the elite level sport. We look forward to the opportunities this partnership will provide to engage the wider cricket community, support the grassroots game locally, and build awareness for the signature comfort that performs of Skechers Cricket footwear.”