ICC PARTNERS WITH SANRIO FOR THE WOMEN’S T20 WORLD CUP 2026 FEATURING HELLO KITTY AND FRIENDS
Media release
- The ICC and Sanrio announce a first-of-its-kind licensing and merchandising collaboration launched ahead of ICC Women’s T20 World Cup 2026 aimed at connecting Cricket with new generations of young fans worldwide
- Fans can purchase the exclusive ICC x Hello Kitty co-branded merchandise collection now via the official ICC Shop
The International Cricket Council (ICC) and Sanrio today announced a landmark global licensing and merchandising partnership bringing Hello Kitty and Friends into the world of international Cricket for the first time. The partnership launched in conjunction with the ICC Women’s T20 World Cup 2026 to be held in England and Wales from 12 June to 5 July, marks a significant ‘fan first’ collaboration, signalling ICC’s commitment to placing new generations of fans, particularly young audiences, at the heart of the sport’s next chapter of growth.
The announcement was made today during a private event held at The Oval in London that was attended by ICC Chief Executive Sanjog Gupta and Silvia Figini, Chief Operating Officer, Sanrio EMEA, India and Oceania and Mr. Men Worldwide.
The partnership will span multiple touchpoints for the expression of fandom, with licensed merchandise, in-venue activations, digital and social content and co-branded fan experiences. The first phase of the roll-out entails a series of activities during the upcoming ICC Women’s T20 World Cup, ranging from photo opportunities to a dedicated digital campaign designed to bring the excitement of women’s cricket to ICC’s and Sanrio’s audiences. Sanrio’s beloved characters from Hello Kitty and Friends will appear across a range of specially designed products and collectibles, woven together with the energy and colour of Women’s T20 Cricket.
The ICC’s stated objective of taking the game beyond traditional markets and fan cohorts to firmly establish Cricket as a global game aligns well with Hello Kitty’s status as a global lifestyle brand, capable of connecting with audiences across cultures, passions and generations. As Cricket continues its journey of global growth, partnerships such as this play an important role in connecting with audiences through their existing passions and interest, helping build stronger connections with the sport and the culture around it.
The collaboration marks a new chapter for Sanrio’s #bestfriendsinsport campaign, which is playing a critical role for Sanrio strategy in 2026 and aims to promote the link between the company’s core values — kindness, connection and friendship — and sport.
The partnership also aims to increase the visibility of women’s cricket and attract the attention of new audiences - particularly Gen Z and Millennials - inspiring them to engage with the sport in both established and emerging markets. It also provides overlapping fans of the sport and the brand touchpoints for deepened engagement.
ICC Chief Executive Sanjog Gupta said: “At its core, the ICC-Sanrio partnership is about creating moments of joy, belonging and culture for a generation of fans who may discover Cricket for the first time or may not have fallen in love with the sport yet. We don’t just want to fill stadia and attract audiences but unleash passions and build relationships. We want to make sure that the game earns their attention, love and long-term affiliation. Hello Kitty has been a symbol of friendship, kindness and creativity for young people around the world. Those values sit at the heart of what Women’s Cricket stands for too. Together, we have an extraordinary opportunity to speak to young girls and boys everywhere and say – this game is made for you.”
“The ICC Women’s T20 World Cup 2026 provides the ideal global platform for the launch of this partnership. Our ambition is to make this the biggest women’s sporting event ever and we are committed to delivering moments, memories, magic and meaning to millions of fans worldwide, which we believe this partnership will contribute significantly to.”
Silvia Figini, Chief Operating Officer, Sanrio EMEA, India and Oceania and Mr. Men Worldwide, said: “This partnership marks the beginning of a new chapter for our #bestfriendsinsport campaign. Sport has always been a natural environment where Sanrio’s and Hello Kitty and Friends’ values can truly thrive: in team sports like cricket, success comes only when people trust, support and respect one another — and that is when real harmony and achievement are created.
“The ICC Women’s T20 World Cup perfectly reflects our vision of ‘One World, Connecting Smiles’, bringing together athletes and fans from different countries and cultures through a shared passion. Through this collaboration, we hope to inspire new generations to discover the world of cricket while also showing how kindness, friendship and teamwork are values that matter both on and off the field.”
Cricket enthusiasts and Sanrio fans will be greeted by Hello Kitty and Friends and involved in several activities during the following matches:
- Friday 12 June: England v Sri Lanka, Edgbaston – 18:30 BST
- Sunday 14 June: India v Pakistan, Edgbaston – 14:30 BST
- Sunday 28 June: Australia v India, Lord's Cricket Ground - 14:30 BST
- Tuesday 30 June: 1st Semi-Final, The Oval, London 14:30 BST
- Thursday, 2 July;: 2nd Semi-Final, The Oval, London 18:30 BST
- Sunday 5 July: Final , Lord’s Cricket Ground – 14:30 BST
About the International Cricket Council
The ICC is cricket’s global governing body, representing 108 members worldwide. It oversees major tournaments such as the Men’s and Women’s Cricket and T20 World Cups, enforces the Code of Conduct on professional standards and playing conditions (with the MCC responsible for the Laws of Cricket), appoints match officials for all international formats, and combats corruption through its Anti-Corruption Unit. Its Development department also works with Associate Members to strengthen cricket systems, raise standards, and grow the game globally
About Sanrio
Sanrio is a global lifestyle and entertainment company best known for its beloved characters such as Hello Kitty, Cinnamoroll, Kuromi, My Melody, Pompompurin and Gudetama. Since its founding in 1960, Sanrio has upheld the corporate philosophy of "Minna Nakayoku" (Getting Along Together). Today, with a presence in over 130 countries and regions, Sanrio continues to strengthen its global influence in entertainment through consumer products, digital content, and immersive experiences.
Guided by the vision “One World, Connecting Smiles.”, Sanrio is committed to creating smiles, one person at a time, and spreading the circle of happiness even further afield. As it evolves into a global IP platform provider, Sanrio aims to generate new value in entertainment. To learn more about Sanrio, please visit sanrio.eu and follow us onYoutube and Instagram.