Ahead of the ICC Women’s T20 World Cup 2026, the ICC has partnered with Sanrio to integrate Hello Kitty and Friends into cricket. The initiative will feature merchandise, in-stadium activations, and digital fan content. Designed to attract Gen Z and Millennial fans, the collaboration emphasizes friendship, creativity, and teamwork, while raising awareness and visibility for women’s cricket.
The International Cricket Council has announced a new partnership with Sanrio ahead of the ICC Women’s T20 World Cup 2026, bringing Hello Kitty and Friends into international cricket for the first time.
The collaboration will include licensed merchandise, in-venue activations, digital and social content and co-branded fan experiences during the tournament in England and Wales beginning June 12.
A part of Sanrio’s #bestfriendsinsport campaign, 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.
Fans can already purchase exclusive ICC x Hello Kitty co-branded merchandise through the official ICC Shop.
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