In a major move following the privatization of The Hundred, the Birmingham Phoenix have announced global footwear giant Skechers as their new lead partner. Starting from the 2026 season, the Skechers logo will feature prominently on the front of the playing shirts for both the men’s and women’s teams.
The Shift to Private Investment
This partnership marks a significant departure from the tournament’s original centralized sponsorship model. Previously, all teams featured KP Snacks brands (with Phoenix sporting Butterkist). However, following the England & Wales Cricket Board (ECB) selling stakes in franchises to private investors, teams now have the autonomy to secure their own high-value shirt sponsors.
Knighthead Capital, the owners of Birmingham City FC, recently acquired a 49% stake in the Phoenix for £40 million, providing the financial backing to pursue premium global brands like Skechers.
Skechers’ Growing Sports Portfolio
By joining forces with Birmingham Phoenix, Skechers continues its aggressive expansion into the professional sports world. The brand already boasts an elite roster of ambassadors, including:
Harry Kane (England Soccer Captain)
Jasprit Bumrah (Indian Cricket Star)
Matt Fitzpatrick & Brooke Henderson (Pro Golfers)
“Skechers is one of the most instantly recognisable brands in the world,” said Stuart Cain, Chief Executive of Birmingham Phoenix. “Their approach to innovation and excellence fits perfectly with our ethos and ambition.”
Tournament-Wide Trend
The Phoenix are not alone in this transition. Other franchises are rapidly filling their inventory; notably, the London Spirit signed a major deal with Barclays earlier this year. As The Hundred moves into its new era of private ownership, these bespoke commercial deals are expected to significantly boost the valuation and global reach of the 100-ball competition.