No Frills Sponsors Cricket Canada & Team Canada’s T20 World Cup Jersey

No Frills Deepens Commitment to Canadian Cricket with Increased Investment

BRAMPTON, Ontario – February 11, 2026 – Cricket Canada announced today a strengthened partnership with Loblaw Companies Limited, operating under its No Frills® banner. The increased investment will include prominent logo placement on the sleeve of Team Canada’s official jersey for the ICC 2026 Men’s T20 World Cup, signaling a continued dedication to the growth of cricket across the country.

The expanded sponsorship builds upon an existing relationship between No Frills and Cricket Canada, providing crucial support for athlete development and broader fan engagement initiatives. As cricket’s popularity rises within Canadian communities, No Frills aims to reinforce its commitment to a sport that celebrates the nation’s diversity.

“No Frills has been a strong supporter of cricket in Canada, and we’re proud to continue building on that relationship,” said Amjad Bajwa, President of Cricket Canada. “Their continued commitment – including an increased investment in ICC 2026 Men’s T20 World Cup jersey sleeve branding – reflects their belief in the sport’s growth and their dedication to helping us strengthen pathways for athletes and deepen connections with fans nationwide.”

Melanie Singh, President, Hard Discount, Loblaw Companies Limited, echoed this sentiment, stating, “At No Frills, we’re proud to support a sport that brings together so many Canadians. Cricket continues to grow in communities across the country, and we’re excited to strengthen our support for Cricket Canada and stand behind Team Canada on the world stage at the ICC 2026 Men’s T20 World Cup.”

The investment is being lauded by industry observers as a positive sign for the future of cricket in Canada. Saurabh Wig, CEO of Rock Paper Scissors Media, noted the significance of sustained corporate backing. “Cricket has become one of Canada’s most exciting growth sports, with a passionate fanbase that continues to expand nationwide,” Wig said. “It’s encouraging to see brands like Loblaw and No Frills continue investing – and increasing their commitment – as Canadian cricket reaches new milestones. This kind of visible, sustained support helps elevate the sport and engage fans across the country.”

Rahul Srinivasan, CEO of Boundaries North, added, “This represents a thoughtful step forward in a partnership that has already made an impact. By increasing their investment in Canadian cricket and supporting Team Canada with prominent jersey sleeve branding for the ICC 2026 Men’s T20 World Cup, No Frills is reinforcing a long-term commitment to communities where cricket continues to thrive.”

Cricket Canada is focused on expanding the sport through grassroots programs, developing athlete pathways, and increasing fan participation. The partnership with No Frills is intended to bolster these efforts as the national team prepares for the ICC 2026 Men’s T20 World Cup.

Canada has a long history with the sport, being one of the two participants in the first international cricket match played in New York City in 1844. Cricket Canada became an associate member of the International Cricket Council (ICC) in 1968 and currently holds ODI status. The national team has appeared in four Cricket World Cups (1979, 2003, 2007, and 2011) and recently competed in the 2024 T20 World Cup.