ST. JOHN’S, Antigua — Cricket West Indies has unveiled a new commercial partnership with Livpure, naming the water purification and home appliances company as an official jersey sponsor of the West Indies Senior Men’s side.
The agreement will span the ICC Men’s T20 World Cup 2026 and the team’s white-ball tour of India later this year, signaling a significant commercial endorsement at a time when the Caribbean squad is building momentum on the field.
Backing a team on the rise
The partnership arrives as the West Indies surge through the World Cup on a strong winning run, already securing passage to the Super Eight stage. Their next assignment comes against Zimbabwe on Monday, as they aim to carry form into the decisive knockout rounds.
Beyond the tournament, the sponsorship will extend to the September-October tour of India, featuring three One Day Internationals and three T20 Internationals, a marquee series in one of cricket’s most influential markets.
Leadership welcomes commercial momentum
CWI President Kishore Shallow described the agreement as a vital step in strengthening the sport’s financial base across the Caribbean.
“On behalf of Cricket West Indies, I warmly welcome Livpure as a valued partner of our Senior Men’s team. This collaboration reflects the enduring global appeal of West Indies cricket and our ability to attract respected international brands. Strategic partnerships such as this are critical to supporting the growth, competitiveness, and long-term sustainability of our game across the region. We look forward to building a strong and mutually beneficial relationship with Livpure as our team competes on the world stage.”
Chief Executive Officer Chris Dehring echoed that sentiment, emphasizing the commercial opportunities tied to the team’s global profile, particularly in India.
“Cricket West Indies is pleased to welcome Livpure into the West Indies cricket family. This partnership reflects the global appeal of our team and the strong commercial opportunities associated with West Indies cricket, particularly in key markets such as India. We look forward to working closely with Livpure to deliver value both on and off the field during a pivotal year for our men’s team.”
Branding on cricket’s grandest platforms
Under tournament regulations, Livpure’s logo will appear on the leading arm of the team’s shirt during the World Cup. For the India tour, the branding is set to move to the front of the jersey, pending international approvals and playing conditions.
Livpure Managing Director and CEO Rakesh Kaul expressed pride in aligning with one of cricket’s most celebrated teams.
“We are proud to partner with Cricket West Indies and to be associated with one of the most iconic teams in world cricket. The passion, flair, and global fan base of West Indies cricket align strongly with our brand values, and we look forward to engaging millions of cricket fans through this partnership as the T20 World Cup in India and Sri Lanka sets the stage for an atmosphere of unmatched scale and excitement that resonates deeply with audiences across the world.”
Building for the future
The sponsorship underscores CWI’s broader strategy of forging sustainable commercial relationships that bolster competitiveness while expanding the global reach of Caribbean cricket.
As the West Indies chase glory on the field, this alliance ensures they will do so with strengthened backing off it, a combination the organization hopes will secure both immediate success and long-term stability.
