Birmingham Phoenix have announced a significant partnership with footwear brand Skechers, naming them as the team’s lead partner starting with the 2026 season. The deal marks a new era for the Hundred franchise as it moves towards a more independent commercial model, allowing teams to secure their own front-of-shirt sponsorships.
The agreement will observe the Skechers logo prominently displayed on the front of the Birmingham Phoenix playing shirts for both the men’s and women’s teams competing in the 100-ball cricket competition. This partnership arrives following a period of change for The Hundred, with the England & Wales Cricket Board (ECB) selling stakes in the eight franchises to private investors. Birmingham City owners Knighthead Capital acquired a 49 per cent share in the Phoenix for £40 million, a move that paved the way for this independent sponsorship deal, as reported by Business Wire.
Shift in Sponsorship Model for The Hundred
Previously, all Hundred teams were unified under a competition-wide sponsorship deal with KP Snacks, whose Butterkist popcorn brand featured on the Phoenix shirts. Still, the recent investment and shift in ownership structure have empowered teams to forge their own commercial relationships. The London Spirit have already followed suit, announcing a partnership with Barclays in January, signaling a broader trend across the league, as noted by SportsPro. This move allows teams to tailor sponsorships to their specific brand and fan base.
Skechers Expands Cricket Footprint
For Skechers, the partnership represents a growing commitment to cricket and sports marketing. The brand already boasts a roster of high-profile athlete ambassadors, including England soccer star Harry Kane, golfers Matt Fitzpatrick and Brooke Henderson, and Indian cricketer Jasprit Bumrah, as highlighted by MSN. This collaboration with the Birmingham Phoenix further solidifies Skechers’ presence within the UK sports market.
Stuart Cain, Chief Executive of Birmingham Phoenix, expressed his enthusiasm for the partnership, stating, “Skechers is one of the most instantly recognisable brands in the world and we are thrilled to welcome them to Birmingham Phoenix.” He continued, “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.”
What’s Next for The Hundred’s Commercial Future
The Skechers deal with Birmingham Phoenix is a clear indication of the evolving commercial landscape of The Hundred. As more teams secure independent sponsorships, the league is poised to turn into a more diverse and financially robust competition. The success of these individual partnerships will be closely watched as The Hundred continues to establish itself as a key fixture in the English cricket calendar. Fans can expect further announcements regarding team sponsorships in the coming months as preparations for the 2026 season gather momentum.
We encourage you to share your thoughts on this exciting new partnership in the comments below.
