Skechers Steps Up as Birmingham Phoenix's New Lead Sponsor in The Hundred
Skechers, the global footwear brand endorsed by England captain Harry Kane, has secured a significant sponsorship deal with Birmingham Phoenix, becoming the main sponsor for both the men's and women's teams in The Hundred cricket competition. This move sees Skechers replace Butterkist in the prime front-of-shirt position, marking a notable shift as The Hundred enters a new era in 2026.
New Era for Franchise Sponsorships
The sponsorship change comes after overseas investors acquired stakes in all eight franchises of The Hundred, allowing teams to independently negotiate their own shirt sponsorships and kit deals starting from 2026. Birmingham Phoenix, which is part-owned by Knighthead Capital—the US group that owns Birmingham City FC and includes NFL legend Tom Brady as a minority shareholder—has leveraged this new freedom to partner with Skechers.
Stuart Cain, chief executive of Birmingham Phoenix, expressed enthusiasm about the partnership, stating, "Skechers is one of the most instantly recognisable brands in the world and we are thrilled to welcome them to Birmingham Phoenix. Their approach to innovation and excellence fits perfectly with our ethos, and that's exactly what we were looking for in a lead partner—someone who aligns with our values and ambition."
Skechers' Expansion into Professional Sports
This deal represents Skechers' latest effort to establish itself in professional sports, building on its growth as the world's third-largest shoe maker, which has been driven by lifestyle and comfort products. The US-based brand, acquired by private equity firm 3G Capital for over $9 billion last year, has been actively expanding its presence in sports through high-profile endorsements.
In 2024, Skechers signed deals with England captain Harry Kane and NBA superstar Joel Embiid, venturing into football and basketball. This year, the brand launched a cricket range, further solidifying its commitment to the sport. Richard Parker, managing director for Skechers UK & Ireland, commented, "Throughout the past three years, we've ventured deeper into the world of performance sport—including cricket. Involvement with a competition and franchise of the calibre of The Hundred and Birmingham Phoenix shows our intent in elite level sport."
Replacing a League-Wide Partnership
The Skechers deal with Birmingham Phoenix replaces a previous Hundred-wide partnership with KP Snacks, which saw brands like Butterkist, Skips, and Pom-Bear featured on teams' shirts during the first five seasons of the family-friendly white-ball cricket competition. This shift highlights the evolving sponsorship landscape in The Hundred, as franchises now have greater autonomy to secure individual deals that align with their brand identities.
As The Hundred continues to grow in popularity, such sponsorship changes are expected to bring fresh energy and investment into the league, benefiting teams and fans alike. The partnership with Skechers not only enhances Birmingham Phoenix's profile but also underscores the increasing global appeal of cricket as a platform for major brands.
