LONDON, UK: In a move that blends global sport with pop culture nostalgia, the International Cricket Council has announced a groundbreaking partnership with Sanrio ahead of the ICC Women’s T20 World Cup 2026, bringing Hello Kitty and Friends into international cricket for the very first time.
The ICC has partnered with Sanrio ahead of the Women’s #T20WorldCup 2026, welcoming Hello Kitty and Friends to the world of international cricket for the first time ever 🤩https://t.co/3CR7rnjHgc
— ICC (@ICC) June 5, 2026
The collaboration, which kicks off with the tournament in England and Wales starting June 12, will feature licensed merchandise, in-venue activations, digital and social content, and co-branded fan experiences. It forms part of Sanrio’s #bestfriendsinsport campaign, designed to introduce cricket to younger audiences worldwide while boosting the visibility of women’s cricket on the global stage.
A Meeting of Shared Values
ICC Chief Executive Sanjog Gupta emphasised that the partnership is about forging emotional connections with younger fans through values that both women’s cricket and Hello Kitty embody.
“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,” Gupta said.
“Together, we have an extraordinary opportunity to speak to young girls and boys everywhere and say, this game is made for you.”
Sanrio COO Silvia Figini echoed the sentiment, noting that the ICC Women’s T20 World Cup perfectly reflects Sanrio’s vision of ‘One World, Connecting Smiles’.
“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,” Figini said.
ICC has partnered with Sanrio ahead of the Women’s T20 WorldCup 2026.
The partnership aims to help introduce cricket to younger audiences around the world, especially Gen Z and Millennial fans, while also increasing the visibility of women’s cricket globally.…
— Ragav X (@ragav_x) June 5, 2026
Fans can already purchase exclusive ICC x Hello Kitty co-branded merchandise through the official ICC Shop. Additionally, Hello Kitty and Friends activations will take place during selected matches throughout the tournament, including:
- June 12– Tournament opener: England vs Sri Lanka at Edgbaston
- June 14– India vs Pakistan at Edgbaston
- June 28– Australia vs India at Lord’s Cricket Ground, London
- June 30– First Semi-Final at The Oval, London
- July 2– Second Semi-Final at The Oval, London
- July 5– Final at Lord’s Cricket Ground, London
A New Audience for Women’s Cricket
The partnership represents a strategic effort by the ICC to expand the sport’s appeal beyond traditional cricket-watching demographics. By tapping into Sanrio’s massive global following, particularly among Gen Z and Millennial fans, women’s cricket hopes to gain new young supporters who may be discovering the game for the first time through the familiar, smiling face of Hello Kitty.
As the tournament unfolds across England and Wales this summer, the sight of Hello Kitty alongside world-class cricketers may well become one of the most unexpected, and delightful, images in sporting history.
