ICC signs new partnership with Sanrio for Women’s T20 World Cup 2026

The International Cricket Council (ICC) has announced a new global licensing and merchandising partnership with global lifestyle and entertainment firm, Sanrio, for the upcoming ICC Women’s T20 World Cup 2026. The partnership will see Sanrio’s brand Hello Kitty and Friends be present during the World Cup as Sanrio will work on various fan engagement activities, licensed merchandise, in-venue activations, digital and social content and co-branded fan experiences.

Characters from Hello Kitty and Friends will appear across a range of specially designed products and collectibles, which brings together the two worlds. The main aim of the partnership is to  increase the visibility of women’s cricket and attract the attention of new audiences, mainly the Gen Z and Millennials, to inspire them to engage with the sport in both established and emerging markets.

The ICC Women’s T20 World Cup 2026 will take place in England and Wales and kick off from June 12, 2026 and go on until July 5, 2026.

Sanjog Gupta, Chief Executive, ICC, commented,

“At its core, the ICC-Sanrio partnership is about creating moments of joy, belonging and culture for a generation of fans who may discover Cricket for the first time or may not have fallen in love with the sport yet. We don’t just want to fill stadia and attract audiences but unleash passions and build relationships. We want to make sure that the game earns their attention, love and long-term affiliation. Hello Kitty has been a symbol of friendship, kindness and creativity for young people around the world. Those values sit at the heart of what Women’s Cricket stands for too. Together, we have an extraordinary opportunity to speak to young girls and boys everywhere and say – this game is made for you.

‘The ICC Women’s T20 World Cup 2026 provides the ideal global platform for the launch of this partnership. Our ambition is to make this the biggest women’s sporting event ever and we are committed to delivering moments, memories, magic and meaning to millions of fans worldwide, which we believe this partnership will contribute significantly to.”

Silvia Figini, Chief Operating Officer, Sanrio EMEA, India and Oceania and Mr. Men Worldwide, added,

“This partnership marks the beginning of a new chapter for our #bestfriendsinsport campaign. 

Sport has always been a natural environment where Sanrio’s and Hello Kitty and Friends’ values can truly thrive: in team sports like cricket, success comes only when people trust, support and respect one another — and that is when real harmony and achievement are created. The ICC Women’s T20 World Cup perfectly reflects our vision of ‘One World, Connecting Smiles’, bringing together athletes and fans from different countries and cultures through a shared passion. Through this collaboration, we hope to inspire new generations to discover the world of cricket while also showing how kindness, friendship and teamwork are values that matter both on and off the field.”