JSW Sports Partners With Cricket Hong Kong for Hong Kong Sixes
JSW Sports has ventured into the global sports IP market through an exclusive collaboration with Cricket Hong Kong, China (CHKC), serving as the Commercial Partner for the Hong Kong Sixes. The collaboration signifies JSW Sports' first international sports IP, broadening its involvement in Indian sports to a worldwide cricket asset.
Beginning with the 22nd edition of the tournament, JSW Sports will collaborate with CHKC on the event's commercial and marketing framework, emphasizing sponsorship, broadcasting, brand partnerships, and fan interaction.
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The collaborators intend to broaden the tournament's international presence and create new business prospects related to the event.
The 2026 Hong Kong Sixes will take place from 30 October to 1 November at the Tin Kwong Road Recreation Ground in Hong Kong. The collaboration arises as the competition aims to capitalize on the momentum created by recent versions.
Conceived in 1992, the Hong Kong Sixes has developed a unique identity through its rapid six-a-side format. Authorized by the International Cricket Council (ICC), the tournament unites national squads from ICC Full Member and Associate Member nations. It is acknowledged as an M Mark occasion by Hong Kong’s Major Sports Events Committee and endorsed by the Government of the Hong Kong SAR.
The tournament has showcased cricket legends such as Sachin Tendulkar, Shane Warne, Sir Viv Richards, MS Dhoni, David Warner, Wasim Akram, and Shahid Afridi. The 2025 edition included 12 national teams, drew over 10,500 fans during three days, and achieved an estimated global viewership of 400 million.
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For JSW Sports, the collaboration expands its knowledge in sports management, commercialization, and athlete representation outside of India. The organization will now introduce these abilities to a well-known international cricket entity with goals of growing its audience and business opportunities.
Commenting on the partnership, Divyanshu Singh, CEO, JSW Sports says, "Hong Kong Sixes marks a defining moment for JSW Sports, our first partnership with international Sporting IP’s".
"This is a natural extension of everything we’ve built in Indian sport, and we’re excited to bring that same rigour and ambition to a global stage in close collaboration with Cricket Hong Kong, China. The tournament already has a storied legacy in the six-a-side format; our focus, together with Cricket Hong Kong, China, will be on scaling it further — growing its audience, strengthening its commercial value, and helping shape it into a truly global series.”
Burji Shroff, Chairperson, Cricket Hong Kong, China says, “We are delighted to have JSW Sports as our Commercial Partner for the Hong Kong Sixes. The event has always occupied a special place in the global cricket calendar, and this partnership with JSW Sports gives us the opportunity to build on that legacy with renewed ambition. JSW Sports brings deep experience across cricket and the wider sporting ecosystem, including its engagement with leading franchises and athletes, and that knowledge will be invaluable as we strengthen the tournament’s commercial platform, and take the Sixes to an even wider international audience.”
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The collaboration will aim to bolster the Sixes’ commercial network, improve fan and broadcast interaction, and develop new partnership possibilities. Using the 2026 edition as a foundation, JSW Sports and CHKC aspire to elevate the Hong Kong Sixes into a more prominent global sports and entertainment entity while preserving its unique six-a-side structure.