JSW Sports has secured a three-year mandate from the Cricket Association of Bengal to serve as the Commercial, Marketing and Operations Partner for the Bengal Pro T20 League. Under the agreement, JSW Sports will oversee the league’s commercialisation, marketing strategy, end-to-end operations and broadcast production, aiming to streamline execution and enhance fan engagement across platforms.
The announcement was made at the Season 3 launch event in the presence of CAB officials including president Sourav Ganguly. The upcoming season will feature the addition of a ninth franchise, Novus Purulia Royals, expanding the league’s roster. Existing teams include Sobisco Smashers Malda, Murshidabad Kings & Queens, Adamas Howrah Warriors, Servotec Siliguri Strikers, Shrachi Rarh Tigers, Rashmi Medinipur Wizards and Harbour Diamonds.
The league continues to draw participation and support from Indian cricketers such as Jhulan Goswami, Mohammed Shami, Ajinkya Rahane and Rinku Singh, reflecting its growing profile in the domestic cricket ecosystem.
JSW Sports will work with CAB to strengthen the league’s commercial framework, improve broadcast and fan engagement, and support long-term talent development initiatives.
Speaking on the development, Divyanshu Singh, CEO, JSW Sports, said: “Bengal has a rich cricketing legacy and one of the most passionate fan bases in the country. We are excited to partner with the Cricket Association of Bengal to help shape the next phase of growth for the Bengal Pro T20 League. Our focus will be on building a commercially robust, operationally efficient, and fan-first league that delivers long-term value for all stakeholders – players, franchises, partners, and fans. Having engaged with stakeholders on-ground, we see strong momentum and appetite to build a differentiated league experience that resonates both locally and nationally. We believe this league has the potential to emerge as one of the most compelling domestic T20 platforms in India.”
Bablu Kolay, Hony Secretary-The Cricket Association of Bengal said: “We are delighted to partner with JSW Sports for the Bengal Pro T20 League. Their expertise across commercialisation, marketing, and league operations will play a key role in scaling the league further. We look forward to working closely with them to enhance the overall quality, visibility, and impact of the competition. This collaboration aligns with our vision to strengthen Bengal’s cricketing ecosystem and create more opportunities for emerging talent across the state.”
