Rahul Naresh
Rahul SahaThis article contains information regarding the organisations enjoying a strong branding presence across Major League Cricket’s (MLC) physical and digital assets as sponsors and partners for its 2024 season.
TITLE SPONSOR
Cognizant
In March 2024, MLC roped in professional services company Cognizant as its title sponsor for the 2024 edition.
This association with MLC expanded Cognizant’s sponsorship portfolio, which spans across the PGA, the LPGA, Aston Martin F1 Team, and various other teams and sports.
OFFICIAL PARTNERS
Abound
Abound is a premium NRI membership brand from The Times Group. Its partnership with MLC was announced in July 2023, which sees the brand provide viewers in the stadium with exciting offers during matches.
Royal
Royal, a cultivator of basmati and sona masoori rice, was announced as an official partner of MLC in June 2023.
The deal entails the brand undertaking giveaways and serve south-Asian dishes to fans during matches. Furthermore, the leading run-scorer of the tournament is given the “Royal Leading Run Scorer” award.
In March 2024, Royal and the MLC extended their partnership deal for the 2024 season.
Stake
Social casino and online gaming brand Stake announced in April 2024 that it had signed a multi-year partnership agreement with MLC for its 2024 season.
The collaboration between MLC and Stake is aimed at enhancing the overall experience and engaging fans with innovative, exciting contests. Stake also sponsors the “MVP of the Tournament” award.
CloudChef
CloudChef, a company that uses AI-driven technology to recreate recipes, also partnered with MLC ahead of its first season in 2023.
As part of the deal, fans get to try the dishes that come out of the CloudChef kitchens while watching MLC games at the stadiums.
Sling TV
Streaming platform Sling TV signed on as an official partner of MLC in July 2023.
As part of the deal, Sling TV streams MLC games live for viewers within the US.
The deal also entails on-site activations to connect with local cricket fans.
Betbricks7
Online gaming platform Betbricks7 was announced as the official umpire partner of MLC in June 2023.
Mera Hoardings
An outdoor advertising brand operating in India and the US, Mera Hoardings was announced as an official partner of MLC in July 2023.
The partnership sees Mera promote the tournament using digital hoardings across India and the US.
Kloth
MLC announced via its official Twitter account that it had struck a partnership with Kloth in July 2023, roping it in as the official umpire and staff apparel partner ahead of its inaugural season.
As part of the deal, the Kloth logo appears on the top-right side of the front of the umpire kits throughout the MLC season.
Betway
Online betting company Betway took over the title sponsorship rights for the inaugural season of Major League Cricket in July 2023.
SPORTENG
It was announced in June 2023 that SPORTENG would be MLC’s Official Field of Play Designer for its inaugural season.
The partnership has been stated to be a long-term one and entails SPORTENG designing and developing all upcoming stadiums, turf fields, and practice areas for MLC.
BROADCAST PARTNERS
Major League Cricket has in place several broadcast deals with international brands to ensure maximum coverage. Below is a list of broadcasters for the 2024 MLC season.
Willow TV: US and Canada (announced as TV broadcaster on a five-year deal)
Viacom18: India (TV broadcast on Sports18, streaming service on JioCinema)
Fox Sports: Australia
Sky NZ: New Zealand
A Sports: Pakistan
SuperSport: South Africa
TNT Sports: UK
