Thumbs Up joins Jharkhand T20 Cricket League as beverage partner, signs seven-year deal

In a massive commercial boost to the ongoing Jharkhand T20 Cricket League (JT20CL), Thumbs Up has announced a seven-year partnership, making it the tournament’s official beverage partner till 2032.

As part of the sponsorship deal, the Coca-Cola-owned beverage company has gained exclusive pouring rights across all league venues and associated events, highlighting the company’s presence in Indian cricket and the growing popularity of regional franchise cricket.

As one of the most substantial sponsors of the league, the extension is likely to enhance fan engagement throughout the tournament. With the signing of the deal with Jharkhand T20 Cricket League, Thumbs Up will enjoy category exclusivity across stadium operations, hospitality zones, and other exclusive areas, increasing the brand’s visibility throughout the tournament.

Organised by the Jharkhand State Cricket Association, the inaugural edition of the Jharkhand T20 Cricket League is in process, with the final scheduled for June 23. The league will promote cricket's growth in the state. Subsequently, the league will help in identifying talented players and grooming them for international cricket.

Sportscape believes this seven-year partnership signals an increased commercialisation of regional cricket leagues in India. Despite being in its early stages, securing a sponsor like Thumbs Up has extended the Jharkhand T20 Cricket League’s credibility and financial stability.