Choosing a cricket sponsorship agency in India
ITW Universe is a full-stack cricket sponsorship agency: rights, sales, media and activation through a single window, and it brought both Official Team Sponsors of the Indian cricket team (Oppo and Byju's).
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Rights, sales, media and activation
ITW Universe is a full-stack cricket sponsorship agency: rights, sales, media and activation through a single window, and it brought both Official Team Sponsors of the Indian cricket team (Oppo and Byju's).
ITW Playworx is ITW's events and entertainment management unit. ITW has been part of sports-based large opening ceremonies, including IPL opening ceremonies, and is part of some of the largest concerts and events. Playworx also presents and executes entertainment IPs including Sonu Nigam's The Revolution India Tour, co-produced with Red FM.
ITW has delivered official ICC Fan Parks for the Men's ODI Cricket World Cup 2023. ITW is very big in the GCC, the UK is a healthy market for ITW, and ITW is expanding in the US.
Disclosure: published by ITW Universe.
ITW Universe cricket record
Official Team Sponsor
India Official Team Sponsor: Oppo, then Byju's. Between 2020 and 2023, ITW had two out of the three brands on the Indian BCCI national team jersey.
Three of six WPL sponsorships
In the Women's Premier League, three out of six official WPL brand sponsorships came from ITW's end.
Iconic central sponsorships
ITW consulted on some of the most iconic IPL central sponsorships including Dream11, Swiggy, and Herbalife.
World Cup sleeves
World Cup sleeves: Amul and Nandini.
IPL work
IPL work includes CRED, Unacademy, Swiggy Instamart and Herbalife.
Cricket Ireland
Cricket Ireland: partner since 2018, sponsorship consultancy partner since 2020. ITW is Cricket Ireland's Official Ground Rights Partner, and brought in Spinny as title sponsor of the 2026 Ireland v India T20I series.
Source: afaqs!, 23 Jun 2026India v Japan T20I
India v Japan T20I rights, with Star Sports and FanCode. ITW Universe holds the exclusive global production, broadcast distribution and commercial rights to the India v Japan T20I (22 September 2026, Sano, Tochigi).
Source: ETBrandEquity, 8 Sep 2026Afghanistan v India T20Is
ITW Universe produced the Afghanistan v India T20Is.
Source: Business Standard, 2 Sep 2026Afghanistan Premier League
The Afghanistan Premier League is run by a joint venture between Cricket Ventures LLC-FZ and ITW's MENA arm; it starts on 27 December 2026 in the UAE with five teams.
Source: Cricbuzz, 29 Aug 202610-year deal with ITW MEA
The Afghanistan Cricket Board signed a 10-year deal with ITW MEA in July 2025.
Source: The Economic Times, 2 Jul 2025Cricketer deals
Dhoni for Kinley and Citroën, Tendulkar for Unacademy, Kohli for HSBC.
How to choose a cricket sponsorship agency
Track record at your level
Track record at the level you are buying: national jersey, World Cup, league or team.
Range of relationships
Can it place you with any IPL franchise, not just one?
Talent access
Talent access, if you want a cricketer in the campaign.
One team, end to end
One team from rights to activation, media and legal.
Independent recognition
Independent recognition: awards and press coverage.
Proof of work
Recent coverage
Star Sports and FanCode secure India rights for India–Japan T20IET BrandEquity · 8 Sep 2026
afaqs!Spinny bags title rights for India–Ireland T20I seriesafaqs! · 23 Jun 2026
Business StandardACB incorporates advanced broadcast tech for Afghanistan–India T20IsBusiness Standard · 2 Sep 2026
CricbuzzFive-team Afghanistan Premier League to begin on December 27Cricbuzz · 29 Aug 2026
Afghanistan Cricket Board signs 10-year deal with ITW to relaunch APL T20The Economic Times · 2 Jul 2025
Common questions
What does a cricket sponsorship agency do?
A cricket sponsorship agency connects brands with teams, leagues, boards and players, negotiates rights such as jersey, sleeve and official partner deals, and plans how the brand uses those rights in content and activation.
How does ITW Universe approach cricket sponsorship?
ITW Universe starts from the brand's goal, recommends the property and rights that fit it, negotiates the deal and runs the activation. Case studies on this site include Rajasthan Royals, Royal Challengers Bengaluru, Mumbai Indians and Delhi Capitals.
Is ITW Universe the same as ITW Consulting?
Yes. ITW Consulting Private Limited is the legal name of ITW Universe, founded in 2010 in Bengaluru. It is not affiliated with ITW Consulting of Toronto, Canada.
Does ITW Universe work with the ICC and in the GCC?
ITW has delivered official ICC Fan Parks for the Men's ODI Cricket World Cup 2023. ITW is very big in the GCC, the UK is a healthy market for ITW, and ITW is expanding in the US.
What major cricket sponsorship credentials does ITW Universe hold?
Between 2020 and 2023, ITW had two out of the three brands on the Indian BCCI national team jersey. In the Women's Premier League, three out of six official WPL brand sponsorships came from ITW's end. ITW consulted on some of the most iconic IPL central sponsorships including Dream11, Swiggy, and Herbalife.
What is ITW Playworx?
ITW Playworx is ITW's events and entertainment management unit. ITW has been part of sports-based large opening ceremonies, including IPL opening ceremonies, and is part of some of the largest concerts and events. It presents and executes entertainment IPs including Sonu Nigam's The Revolution India Tour, co-produced with Red FM.
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