JSW Sports partners with Cricket Hong Kong as Commercial Partner for Hong Kong Sixes

JSW Sports has partnered with Cricket Hong Kong, China (CHKC) as the exclusive Commercial Partner for the Hong Kong Sixes, marking its entry into international sporting intellectual property.

Under the partnership, JSW Sports will work with CHKC across the commercial and marketing aspects of the tournament, with the two organisations looking to scale the event, expand its global reach and strengthen fan engagement. The partnership will also focus on creating new opportunities across sponsorships, broadcast and brand partnerships.

The deal extends JSW Sports' experience in domestic league management and athlete representation into the international sports market. According to MediaBrief, the partnership will begin with the upcoming edition of the Hong Kong Sixes.

A tournament with a long history

First conceptualised in 1992, the Hong Kong Sixes has a 34-year history and has developed a distinct identity through its six-a-side format.

The International Cricket Council sanctions the tournament, which is supported by the Government of the Hong Kong SAR as an M Mark event, recognised by the Major Sports Events Committee. It is also Hong Kong's only annual international cricket event, bringing together teams from both ICC Full Member and Associate Member countries.

The tournament has featured several prominent names from international cricket over the years, 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 India, Pakistan, Australia, England, South Africa, Sri Lanka and Bangladesh. The event recorded an estimated global viewership of 400 million and attracted more than 10,500 spectators across three days.

Building the commercial platform

The partnership comes as the Hong Kong Sixes looks to build on its recent growth. The tournament returned in 2024 after a prolonged gap and has since established itself as a compact international cricket entertainment property.

For JSW Sports, the partnership provides an opportunity to apply its experience across sports teams, leagues, athletes and sponsorships to an established international event.

The focus will be on strengthening the commercial ecosystem around the Sixes, including sponsorship and brand partnerships, while also improving fan and broadcast engagement.

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."

Cricket Hong Kong chairman Burji Shroff said, “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 22nd edition of the Hong Kong Sixes will take place from October 30 to November 1, 2026. The tournament will be held at the Tin Kwong Road Recreation Ground in Hong Kong.