The England and Wales Cricket Board (ECB) has announced a landmark decision regarding gambling sponsorship in cricket, confirming that The Hundred will not feature any visible betting sponsorships from the 2027 season onward.
The move comes after all eight franchises successfully secured front-of-shirt sponsors from non-gambling industries ahead of the 2026 season, avoiding the need to rely on betting companies despite challenging market conditions.
The Hundred managing director Vikram Banerjee described the decision as a significant step for the competition and highlighted the ECB’s commitment to reducing the visibility of gambling promotion within the sport.
“There’ll be no visible betting sponsorships from next year, which is a powerful stand and stronger than any other cricket league,” Banerjee said while discussing the new policy.
ECB Takes Firm Stand Against Gambling Promotion
Although betting sponsorships were temporarily permitted for the 2026 season as a last-resort commercial option, the ECB has now confirmed that such branding will disappear entirely from team kits and visible tournament assets from 2027.
The decision follows broader changes across sports sponsorship, including football’s Premier League introducing restrictions on front-of-shirt gambling sponsors. Cricket administrators have increasingly faced pressure to balance commercial opportunities with responsible promotion.
To protect younger audiences, the ECB had already introduced safeguards for the 2026 season, including ensuring children’s replica shirts would not display gambling logos and allowing players to opt out of wearing gambling-branded clothing for personal or religious reasons.
All Eight Franchises Secure Alternative Sponsors
The 2026 season represents a major transition period for The Hundred after private investors acquired stakes in all eight franchises through deals reportedly worth more than £500 million.
With franchises now managing their own commercial partnerships, teams negotiated sponsorship agreements independently for the first time. Despite concerns about market availability, every franchise successfully signed sponsors from sectors such as financial services, logistics, healthcare, insurance, and real estate.
The achievement allowed the ECB to move forward with its long-term vision of eliminating visible betting sponsorships without creating financial difficulties for participating teams.
The Hundred Enters a New Commercial Era
Beyond sponsorship changes, The Hundred continues to evolve as one of cricket’s most innovative competitions. Organizers are focusing on simplifying the tournament’s presentation, promoting the 100-ball format more clearly, and enhancing fan engagement.
The 2026 edition will also introduce the new Hundred Helix trophy, which combines performances from both the men’s and women’s competitions to determine an overall franchise champion. Equal prize money will be awarded across all major trophies, further strengthening the tournament’s commitment to equality.
By removing visible betting sponsorships and expanding its commercial partnerships beyond the gambling industry, the ECB hopes to strengthen The Hundred’s reputation as a modern, family-oriented competition while setting a new standard for cricket leagues around the world.
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