The Hundred’s Birmingham Phoenix have named footwear brand Skechers as their lead partner from the 2026 season onwards.
Key details:
- Skechers branding to feature on front of Phoenix playing shirts
- Agreement covers men’s and women’s teams in 100-ball cricket competition
Context:
The deal with Skechers comes after the England & Wales Cricket Board (ECB) sold stakes in the eight Hundred franchises to private investors. The Phoenix secured investment from Birmingham City owners Knighthead Capital, who paid UK£40 million for a 49 per cent share in the team.
As part of that shift, teams are now allowed to sign their own front-of-shirt partners to replace the competition-wide deal with KP Snacks, which saw the Phoenix advertise the company’s Butterkist popcorn brand.
Other Hundred teams have already begun announcing their own shirt sponsors ahead of the 2026 season as the tournament transitions away from the centralised model, including the London Spirit, who unveiled a partnership with Barclays in January.
For Skechers, the partnership adds to its presence in cricket and sport more broadly. The brand counts athletes such as England soccer star Harry Kane, golfers Matt Fitzpatrick and Brooke Henderson and Indian cricketer Jasprit Bumrah among its ambassadors.
Comment:
“Skechers is one of the most instantly recognisable brands in the world and we are thrilled to welcome them to Birmingham Phoenix,” said Stuart Cain, the team’s chief executive. “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.”
