Skechers Steps into Cricket with Birmingham Phoenix Partnership
Global footwear brand Skechers has secured a front-of-shirt sponsorship deal with The Hundred’s Birmingham Phoenix, beginning with the 2026 season. The partnership marks a significant move for Skechers into the world of cricket and aligns with a broader trend of private investment reshaping The Hundred competition.
A Modern Era for Birmingham Phoenix
The agreement will see the Skechers logo prominently displayed on the playing shirts of both the men’s and women’s Birmingham Phoenix teams. This collaboration arrives as The Hundred transitions to a new ownership model, allowing franchises to secure their own commercial partnerships. Previously, teams were restricted by a competition-wide deal with KP Snacks, featuring the Butterkist popcorn brand on Phoenix shirts [City A.M.].
Investment Fuels Growth
The partnership with Skechers is bolstered by a recent £40 million investment from Knighthead Capital, the owners of Birmingham City Football Club, who acquired a 49% stake in the Phoenix [Sportspro]. Knighthead also owns the Birmingham Panthers Netball Super League team [Brief Glance]. Warwickshire County Cricket Club retains a 51% majority stake in Birmingham Phoenix [Brief Glance]. This influx of capital is intended to elevate the franchise’s operations, and competitiveness.
Skechers Expands Sporting Portfolio
Skechers already boasts a strong presence in various sports, with ambassadors including football star Harry Kane, golfers Matt Fitzpatrick and Brooke Henderson, and cricketer Jasprit Bumrah [Sportspro]. The company has been actively expanding its involvement in performance sports over the past three years [City A.M.]. The brand was acquired by private equity firm 3G Capital for over $9 billion last year [City A.M.].
Industry Reaction
Stuart Cain, Birmingham Phoenix’s chief executive, 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,” he 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.” [Sportspro]
The Hundred’s Evolving Landscape
The Birmingham Phoenix deal follows similar moves by other Hundred teams, with the London Spirit announcing a partnership with Barclays in January. This shift towards individual team sponsorships signals a departure from the centralized commercial model previously in place for The Hundred [Sportspro].