JSW Sports partners Cricket Hong Kong as commercial partner for Hong Kong Sixes

"JSW Sports has entered into an exclusive partnership with Cricket Hong Kong, China (CHKC) to serve as the Commercial Partner for the Hong Kong Sixes. The partnership marks JSW Sports" entry into international sporting intellectual properties. As part of the partnership, JSW Sports will work with Cricket Hong Kong, China across the commercial and marketing aspects of the tournament.

The two organisations will focus on expanding the event"s global footprint, strengthening fan engagement and developing commercial opportunities across sponsorships, broadcast and brand partnerships. The partnership also extends JSW Sports" involvement in sports beyond its work in domestic league management and athlete representation. It marks the company"s first commercial partnership with an international sporting property.

First conceptualised in 1992, the Hong Kong Sixes has a 34-year history and has developed a distinct identity within international cricket through its six-a-side, nation-versus-nation format. The tournament is sanctioned by the International Cricket Council (ICC) and supported by the Government of the Hong Kong SAR as an M Mark event, recognised by the Major Sports Events Committee (MSEC).

The Hong Kong Sixes is the only annual

The Hong Kong Sixes is the only annual international cricket event in Hong Kong and features teams from ICC Full Member and Associate Member countries. Over the years, the tournament has featured several prominent cricketing names, including Sachin Tendulkar, Shane Warne, Sir Viv Richards, MS Dhoni, David Warner, Wasim Akram and Shahid Afridi. The 2025 edition featured 12 national teams, including Afghanistan, Australia, Bangladesh, England, Hong Kong, India, Pakistan, South Africa and Sri Lanka.

According to the organisers, the tournament reached an estimated 400 million viewers globally and recorded more than 10,500 attendees over three days. The upcoming 22nd edition of the Hong Kong Sixes is scheduled to take place from October 30 to November 1, 2026, at the Tin Kwong Road Recreation Ground. JSW Sports" partnership with CHKC will commence with the 2026 edition.

Speaking on the development, Divyanshu Singh, CEO, JSW Sports, said “Hong Kong Sixes marks a defining moment for JSW Sports, our first partnership with international Sporting IP"s. This is a natural extension of everything we've built in Indian sport, and we're excited to bring that same rigour and ambition to a global stage in close collaboration with Cricket Hong Kong, China.

The tournament already has a storied legacy

The tournament already has a storied legacy in the six-a-side format; our focus, together with Cricket Hong Kong, China, will be on scaling it further — growing its audience, strengthening its commercial value, and helping shape it into a truly global series.” Burji Shroff, Chairperson, Cricket Hong Kong, China, said “We are delighted to have JSW Sports as our Commercial Partner for the Hong Kong Sixes.

The event has always occupied a special place in the global cricket calendar, and this partnership with JSW Sports gives us the opportunity to build on that legacy with renewed ambition. JSW Sports brings deep experience across cricket and the wider sporting ecosystem, including its engagement with leading franchises and athletes, and that knowledge will be invaluable as we strengthen the tournament"s commercial platform, and take the Sixes to an even wider international audience.

We look forward to working closely with JSW Sports to ensure the Hong Kong Sixes continues to grow as a world-class celebration of cricket in Hong Kong.” Through the partnership, JSW Sports and Cricket Hong Kong, China will focus on strengthening the tournament"s commercial ecosystem, developing fan and broadcast engagement, and creating new opportunities for sponsors and brand partners as the Hong Kong Sixes seeks to expand its position within the international cricket and sports entertainment landscape."

Source: www.socialsamosa.com