Sporting Group International (SGI) has secured a valuable hat-trick of sponsorship deals for Gloucestershire Cricket, which together are said to be worth a substantial six-figure sum.
Gloucestershire originally contracted SGI to acquire sponsors for the 2026/27 season, and the success has now seen this arrangement extended to work on securing new sponsors for 2027/28 season
The three deals sealed by SGI include EV charging specialist Easee becoming the new front-of-shirt sponsor for the club’s men’s and women’s Metro Bank One Day Cup 2026 kits.
SGI has also brokered a deal for luxury watch brand Christophe Duchamp to become the club’s Official Watch Partner for the 2026 season.
And the latest agreement will see heating, ventilation and air conditioning specialist Haier HVAC become the new front-of-shirt sponsor for the club’s men’s and women’s teams in the Vitality Blast campaigns in 2026.
SGI is the Birmingham-based global sports agency specialising in high-value sponsorship and commercial partnerships, with offices across the UK, Europe, Asia and the Middle East.
Adrian Wright, chief executive of SGI, said: “We’re excited to be working so closely with Gloucestershire Cricket and to have successfully secured these three premium deals.”
The values of each specific deal are not being disclosed, although Mr Wright explained that the trio combined were worth “a substantial six-figure sum”. SGI had previously brought hospitality specialist Seat Unique to Gloucestershire as a sponsor back in 2021, a brand that has since become naming rights partner for the club’s stadium.
Joe Kaniecki, head of partnerships at Gloucestershire Cricket, said: “We’ve been impressed by the premium sponsors SGI has attracted to the club. As a result, we have now extended SGI’s partnership to target new partners for the 2027/28 season.”
Both the Easee and Haier HVAC deals will help Gloucestershire’s sustainability ambitions. As part of Easee’s partnership, 25 smart electric vehicle (EV) charging points will be installed at Seat Unique Stadium by the Rapid Power Group.
And the Haier HVAC partnership will see the company integrating high-efficiency air conditioning and air-to-water heat pump technology at the club.
Meanwhile, the Christophe Duchamp partnership will see the company creating a custom Gloucestershire Cricket branded watch for supporters, who can also benefit from exclusive discounts.
Mr Wright of SGI added: “These partnerships are all strong examples of how modern sports sponsorships can deliver far more than brand exposure.”
Gloucestershire Men will launch their T20 campaign at the Seat Unique Stadium on Friday 22 May in a double-header fixture against Warwickshire Bears. Meanwhile, Gloucestershire Women will begin their group stage campaign on the same day against Glamorgan.
