JSW Sports has secured a three-year mandate from the Cricket Association of Bengal (CAB) to serve as the commercial, marketing and operations partner for the Bengal Pro T20 League, strengthening its role in shaping one of India’s growing domestic T20 platforms.
The mandate positions JSW Sports to lead end-to-end league delivery, including commercialisation, marketing strategy, operational execution and broadcast production. The focus of the partnership is to create a more integrated league ecosystem that enhances experience across stakeholders including franchises, players, partners and fans, while strengthening the league’s long-term commercial sustainability.
The announcement of the partnership was made at the Season 3 launch ceremony in Kolkata in the presence of key CAB representatives including president Mr. Sourav Ganguly, secretary Mr. Bablu Kolay, vice president Mr. Nitish Ranjan Dutta, joint secretary Mr. Madan Mohan Ghosh and treasurer Mr. Sanjay Das.
The Bengal Pro T20 League continues to evolve as a multi-format domestic cricket property, with growing participation across both men’s and women’s categories. The latest season will see expansion with the addition of a ninth franchise, Novus Purulia Royals, signalling increasing investor interest and regional engagement in the league structure.
The full franchise lineup for the season includes Sobisco Smashers Malda, Murshidabad Kings&Kueens, Adamas Howrah Warriors, Servotec Siliguri Strikers, Shrachi Rarh Tigers, Rashmi Medinipur Wizards, Harbour Diamonds and the newly added Novus Purulia Royals. The expanded roster is intended to increase competitive depth and broaden the league’s regional footprint across Bengal.
The Season 3 launch also saw participation from prominent Indian cricket figures including Jhulan Goswami, Mohammed Shami, Ajinkya Rahane and Rinku Singh. Their presence at the event was positioned as a marker of the league’s rising profile within the domestic cricket ecosystem, while also enhancing visibility and fan engagement across markets.
Divyanshu Singh, chief executive officer at JSW Sports, said: “Bengal has a rich cricketing legacy and one of the most passionate fan bases in the country. We are excited to partner with the Cricket Association of Bengal to help shape the next phase of growth for the Bengal Pro T20 League. Our focus will be on building a commercially robust, operationally efficient, and fan-first league that delivers long-term value for all stakeholders - players, franchises, partners, and fans. Having engaged with stakeholders on-ground, we see strong momentum and appetite to build a differentiated league experience that resonates both locally and nationally. We believe this league has the potential to emerge as one of the most compelling domestic T20 platforms in India.”
Bablu Kolay, honorary secretary of the Cricket Association of Bengal, said: “We are delighted to partner with JSW Sports for the Bengal Pro T20 League. Their expertise across commercialisation, marketing, and league operations will play a key role in scaling the league further. We look forward to working closely with them to enhance the overall quality, visibility, and impact of the competition. This collaboration aligns with our vision to strengthen Bengal’s cricketing ecosystem and create more opportunities for emerging talent across the state.”
JSW Sports will work closely with CAB to enhance the league’s operational and commercial framework, with a focus on broadcast innovation, fan engagement strategies and new revenue opportunities. The mandate also includes building structured pathways for talent development and improving the overall professionalisation of league operations across seasons.
JSW Sports, the sports arm of JSW Group, operates across multiple global markets and manages teams and athletes across football, kabaddi, cricket and Olympic sports ecosystems. Its broader portfolio includes Bengaluru FC, Haryana Steelers, Delhi Capitals (through stake ownership) and Pretoria Capitals, along with athlete management and performance development programmes through its Sports Excellence Programme.
The Bengal Pro T20 League, under this expanded partnership model, is expected to continue positioning itself as a key domestic T20 property, supported by integrated commercial strategy, broadcast scale-up and structured fan engagement initiatives over the next three seasons.
