Birmingham-based SGI appointed to find kit sponsor for Glamorgan Cricket

Sporting Group International, the Birmingham-based sports agency, has been appointed to secure a new sponsor for one of the UK’s top first-class cricket club's first team kits in a major tournament next year.

SGI will be looking for a partner for Glamorgan County Cricket Club and its assets across domestic cricket and 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 Welsh Fire, a franchise in The Hundred.

The franchise is owned under a 50/50 partnership between Glamorgan CCC and American tech entrepreneur Sanjay Govil, owner of Major League Cricket franchise Washington Freedom. 

SGI, based at 5 St Philips in Birmingham, 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 principal partner for the club and its assets across The Hundred and domestic cricket next summer.

“The Hundred is a major tournament which attracts millions of eyeballs from across the globe, from India to the United States as well as the UK.”

Ian Davis, head of partnership sales for Glamorgan CCC, 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 Welsh Fire 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.

SGI will be supporting with all commercial negotiations, contractual documentation and activation planning on behalf of Glamorgan CCC.

Any brand interested in the sponsorship opportunity should contact SGI via [email protected].