One of the UK’s top first-class cricket clubs has appointed an expert sports agency to secure a new sponsor for one of its first team kits in a major tournament next year.
Sporting Group International (SGI) will be looking for a partner for Glamorgan County Cricket Club and its assets in The Hundred 2027 campaign next summer.
The Hundred 2027 campaign will enjoy national and international coverage via the BBC and Sky, with multiple channels showing matches in Australia, the Caribbean, India, Pakistan, New Zealand, South Asia, Sub-Saharan Africa and the United States.
Glamorgan CCC is the only county-level cricket team in Wales, based in the Sophia Gardens ground in Cardiff. Its assets include a stake in a franchised, 100-ball cricket side representing the historic counties of Glamorgan, Gloucestershire and Somerset in The Hundred.
The franchise is owned under a 50/50 joint partnership between Glamorgan CCC and American tech entrepreneur Sanjay Govil, owner of Major League Cricket franchise Washington Freedom.
Birmingham-based SGI is a leading global sports agency specialising in high-value sponsorship and commercial partnerships, with offices across the UK, Europe, Asia and the Middle East.
Adrian Wright, Group Chief Executive of SGI, said: “We are delighted to be working with Glamorgan CCC to help them secure a new sponsor for the club and its assets in The Hundred Campaign next summer.
“This is a major tournament which attracts millions of eyeballs from across the globe, from India to United States as well as the UK.”
Ian Davis, Head of Partnership sales for Glamorgan County Cricket Club, said: “We are pleased to have contracted SGI which has built an impressive reputation as a sports partnership specialist.
“We are sure they will help us to attract a strong brand that is keen on the international exposure that Glamorgan CCC and its assets can offer them.”
SGI has brokered multiple sports sponsorships in recent years, with recent examples including:
- EV charging specialist Easee’s front-of-shirt sponsorship of Gloucestershire Cricket Club’s 2026 kits.
- A five-year deal naming Bolton Wanderers’ ground the Toughsheet Community Stadium, after the Bolton-based recyclable building products manufacturer.
- Modern heating specialist Haier HVAC’s sponsorship of the Professional Darts Corporation’s World Cup of Darts 2025.
SGI will be supporting with all commercial negotiations, contractual documentation and activation planning on behalf of Glamorgan CCC.
