Cricket is seeing a shift in sponsorships, moving away from traditional 'blokey' brands towards luxury fashion and watch companies. The increasing global appeal of the sport is attracting brands like Rado, Hublot, and Dior, who are partnering with top players like Pat Cummins and Cam Green.
As public expectations shift around the values our national sporting identities should represent, so has the calibre of brands lining up for sponsorships. Gone are the days when the Test side was mostly sponsored by blokey brands, including beer and home appliances. Instead, luxury clothing and watch brands are investing in sport as much as Hollywood, with cricket gradually earning a glamour label.
At Wimbledon this European summer, Australian Test captain Pat Cummins made best-dressed lists for his textured grey suit by Melbourne brand Dyonsu, and Carrera sunglasses (Cummins is an ambassador for both brands). He has also collaborated with Dior – he wore a suit by the LVMH-owned label for his 2022 wedding to wife Becky – and luxury watch brand Hublot, which also has an association with former Australian skipper Michael Clarke. Watch brand Rado has also recognised the global appeal of cricket, and recently appointed Australian all-rounder Cam Green to its line-up of ambassadors (it also sponsors the English men’s squad, and tennis champion Ash Barty). Rado’s chief executive, Adrian Bosshard, says the brand chose Green, a self-confessed watch novice who visited the brand’s Swiss headquarters to further his knowledge, because of his “quest for excellence in every aspect” of cricket. Green, 25, was announced as a Rado ambassador earlier this year, but is spending his first summer representing the brand on the sidelines after surgery to repair a stress fracture of his spine, which should see him return to the national squad in the first half of 2025.Bosshard says accepting players get injured is part and parcel of any sponsorship. “As a former motorcycle racer , I am very aware that injuries are a part of everyday life of an athlete,” he says. The relationship between fashion and sport goes back centuries. In the early days of cricket, men played in dandy ensembles of frilled shirts, breeches and buckled shoes
CRICKET SPONSORSHIPS LUXURY BRANDS FASHION SPORTS MARKETING
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Luxury Brands Embrace Cricket's Growing GlamourThe world of cricket sponsorships is undergoing a transformation, with luxury fashion and watch brands replacing traditional 'blokey' sponsors. Australian Test captain Pat Cummins' stylish appearances at Wimbledon, collaborations with Dior and Hublot, and the recent appointment of Cam Green as a Rado ambassador highlight this shift. Rado CEO Adrian Bosshard emphasizes the brand's focus on Green's pursuit of excellence and acknowledges the inherent risks of athlete injuries.
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