JSW Sports has entered into an exclusive commercial partnership with Cricket Hong Kong, China (CHKC) for the Hong Kong Sixes, marking its first commercial association with an international sporting intellectual property and signalling a broader push into global sports commercialisation.
Under the partnership, JSW Sports will work with CHKC to strengthen the tournament’s commercial and marketing proposition, including sponsorship development, brand partnerships, broadcast opportunities, fan engagement and audience growth. The association begins with the 22nd edition of the Hong Kong Sixes, scheduled from October 30 to November 1, 2026, at the Tin Kwong Road Recreation Ground in Hong Kong.
The move builds on JSW Sports’ established experience across India’s sports ecosystem, where it has interests and associations spanning cricket, football and kabaddi, including the Delhi Capitals, Pretoria Capitals, Bengaluru FC and Haryana Steelers. The Hong Kong Sixes partnership gives the company an opportunity to extend that expertise to an established international cricket property.
Speaking on the development, Divyanshu Singh, CEO, JSW
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 IPs. 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 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, added, “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.”
The Hong Kong Sixes has been staged since 1992 and is sanctioned by the International Cricket Council. The 2025 edition featured 12 national teams and drew more than 10,500 spectators over three days, while organisers estimated its global viewership at approximately 400 million.
The partnership comes as CHKC explores ambitions to expand the Sixes into a broader global circuit. For JSW Sports, that potential evolution provides an opportunity to play a role not only in the commercialisation of a single tournament but also in developing an international cricket property with a scalable, entertainment-led format.
Source: sportsmintmedia.com
