Kia UK has officially renewed its headline partnership with the Surrey County Cricket Club (CCC) women’s team, extending the collaboration for an additional three years through the end of 2029. This six-figure deal stands as the largest standalone sponsorship in the history of domestic women’s cricket in the UK, further cementing a 16-year legacy that ranks among the longest brand associations in English sport.
Strengthening the Bond
The extended agreement solidifies Kia’s role as the front-of-shirt sponsor for Bryony Smith’s squad across all formats, including the T20 and One Day Cup, as well as providing official training apparel.
Paul Philpott, President and CEO of Kia UK, emphasized that the strength of the relationship has only grown over time. Surrey CCC CEO Steve Elworthy MBE lauded Kia’s “trailblazing role” in championing women’s cricket and inspiring the next generation of players, noting that the partnership is built on a shared commitment to promoting the sport.
2026: A Season of High Stakes
As the defending Vitality T20 Blast champions, Surrey Women head into the 2026 season with significant momentum. The team is set for an action-packed schedule at the Kia Oval, including a marquee opening double-header on May 22, 2026, against Lancashire Thunder. The season will culminate at the Kia Oval, which is once again slated to host the Women’s Vitality T20 Blast Finals Day on July 17, 2026.
Innovations in Fan Engagement
The renewed partnership introduces several “fan-first” initiatives designed to deepen the connection between the club’s community and its players:
- “Three Feathers†Podcast: A brand-new series featuring behind-the-scenes access and insights directly from the dressing room.
- Match-Day Experiences: A young fan will be invited onto the pitch at each of the 12 women’s games held at the Kia Oval to present the “Player-of-the-Match” Award.
- The “Kia Catchâ€: A fan-favorite challenge where spectators have the chance to win £1,000 by catching a six during T20 matches.
- Grassroots Support: Surrey players will actively participate in coaching masterclasses and meet-and-greets at local girls’ clubs to foster the next generation of cricketing talent.