ICC partners with Sanrio for Women’s T20 World Cup 2026
The International Cricket Council (ICC) 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.
Licensed merchandise, in-venue activations and more
The collaboration will feature licensed merchandise, in-venue activations, digital and social media content, and co-branded fan experiences throughout the tournament, which will take place in England and Wales from June 12 to July 5, 2026. The initiative forms part of Sanrio’s #bestfriendsinsport campaign and is designed to introduce cricket to younger audiences, particularly Gen Z and Millennials, while also increasing the visibility of women’s cricket.
Exclusive ICC x Hello Kitty merchandise
An exclusive ICC x Hello Kitty merchandise collection is already available through the official ICC Shop. During the tournament, Hello Kitty and Friends will appear at selected matches through fan engagement activities and promotional events.
Attracting new generations of fans
According to the ICC, the partnership supports its strategy of attracting new generations of fans by connecting the sport with globally recognized brands. Sanrio said the collaboration reflects its focus on friendship, kindness, teamwork and cultural connection through sport.
Hello Kitty and Friends activations are scheduled to take place at several high-profile matches, including the tournament opener between England and Sri Lanka, the India-Pakistan group-stage match, both semi-finals and the final at Lord’s.