Skechers to Sponsor Birmingham Phoenix in The Hundred from 2026
The Birmingham Phoenix have secured a significant sponsorship deal, announcing footwear brand Skechers as their lead partner ahead of the 2026 season of The Hundred. The partnership, revealed on , will see Skechers branding prominently displayed on the front of the Birmingham Phoenix playing shirts for both the men’s and women’s teams.
This agreement marks a shift for The Hundred franchises, as teams are now empowered to secure their own front-of-shirt sponsors. Previously, a league-wide deal with KP Snacks saw the Phoenix advertising Butterkist popcorn. The change comes after the England & Wales Cricket Board (ECB) sold stakes in the eight Hundred franchises to private investors. Knighthead Capital, the owners of Birmingham City Football Club, acquired a 49 per cent share in the Phoenix for UK£40 million, paving the way for this new commercial freedom.
The London Spirit have already followed suit, announcing a partnership with Barclays in , signaling a broader trend within the competition. This move towards individual team sponsorships is designed to strengthen franchise brands and unlock new revenue streams.
For Skechers, the partnership represents a deepening commitment to cricket and the wider world of sports. The company 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. This collaboration with the Birmingham Phoenix provides a platform to further engage with cricket fans and promote their “comfort technology” footwear.
Stuart Cain, Chief Executive of Birmingham Phoenix, expressed his enthusiasm for the partnership. “Skechers is one of the most instantly recognisable brands in the world and we are thrilled to welcome them to Birmingham Phoenix,” Cain said. “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.”
Richard Parker, Managing Director of Skechers UK & Ireland, echoed this sentiment, highlighting the brand’s growing involvement in performance sports. “Throughout the past three years, we’ve ventured deeper into the world of performance sport – including cricket – and involvement with a competition and franchise of the calibre of The Hundred and Birmingham Phoenix shows our intent in the elite level sport,” Parker stated. “We look forward to the opportunities this partnership will provide to engage the wider cricket community, support the grassroots game locally, and build awareness for the signature comfort that performs of Skechers Cricket footwear.”
The timing of this announcement is particularly noteworthy as The Hundred prepares for a potentially transformative 2026 season. The influx of private investment and the granting of greater commercial autonomy to franchises are intended to elevate the competition’s profile and financial stability. The Phoenix, under new ownership and with a prominent sponsor like Skechers, are positioning themselves to capitalize on these changes.
The move by the Phoenix and the London Spirit to secure independent sponsorships underscores a strategic shift within The Hundred. The centralized model, while initially providing a unified brand identity, may have limited the revenue-generating potential of individual franchises. Allowing teams to forge their own partnerships allows them to tailor commercial strategies to their specific markets and fan bases.
Skechers’ investment isn’t solely focused on brand visibility. The company has also expressed a commitment to supporting grassroots cricket initiatives, suggesting a broader engagement with the sport beyond the elite level. This focus on community involvement could resonate positively with fans and further enhance Skechers’ reputation within the cricket world.
The partnership with Skechers is a clear indication of the growing commercial appeal of The Hundred. Attracting a globally recognized brand like Skechers demonstrates the competition’s potential to deliver significant marketing value to its partners. As other franchises follow suit and announce their own sponsorships, The Hundred is poised to enter a new era of financial independence and competitive growth.
The success of this new decentralized sponsorship model will be closely watched by the ECB and the franchises alike. If teams can effectively leverage their individual commercial opportunities, it could lead to a more sustainable and prosperous future for The Hundred, solidifying its position as a key fixture in the English cricket calendar.