JSW Sports has been awarded a three-year mandate by the Cricket Association of Bengal to serve as the commercial, marketing, and operations partner for the Bengal Pro T20 League.
Under this agreement, JSW Sports will take charge of the league’s end-to-end ecosystem, including commercialisation, marketing strategy, broadcast production, and overall operations. The mandate positions the company at the centre of shaping the league’s strategic roadmap over the next three years.
The announcement was made during the Season 3 launch event, attended by key cricketing figures such as Sourav Ganguly, along with league stakeholders and players.
As part of its expansion, the upcoming season will introduce a ninth franchise, Novus Purulia Royals, further strengthening the league’s footprint across West Bengal. The league already features teams like Sobisco Smashers Malda, Murshidabad Kings & Kueens, and Harbour Diamonds, among others.
JSW Sports will focus on building a commercially sustainable and fan-first league, while also enhancing broadcast innovation and engagement initiatives. A key priority will be creating long-term value for stakeholders, including franchises, players, partners, and fans.
The partnership also aims to strengthen the regional cricket ecosystem by developing structured pathways for emerging talent. With Bengal’s rich cricketing legacy and passionate fan base, the collaboration is expected to elevate the league’s scale, visibility, and national relevance in the coming years.
