JSW Sports enters international sports IP market with Hong Kong Sixes partnership

JSW Sports, the sports arm of the JSW Group, has entered the international sports intellectual property market by becoming the exclusive commercial partner for the Hong Kong Sixes, in a move that expands the company's business beyond its existing portfolio of Indian leagues, teams and athletes.

Under the partnership with Cricket Hong Kong, China (CHKC), JSW Sports will lead the commercial and marketing aspects of the six-a-side cricket tournament, with a mandate to expand sponsorship, broadcast and brand partnerships and build the event's international footprint.

The deal marks JSW Sports' first partnership with an international sporting IP and comes as the Hong Kong Sixes seeks to build on the momentum of its 2025 edition, which organisers said attracted more than 10,500 spectators and an estimated global television audience of 400 million.


The 22nd edition of the tournament is scheduled to be held from October 30 to November 1, 2026, at the Tin Kwong Road Recreation Ground in Hong Kong. The tournament features 12 national teams in a compressed six-a-side format designed for short-form broadcast and digital consumption.

For JSW Sports, the partnership provides an opportunity to take its commercial capabilities—including its experience with cricket franchises and athlete representation—to an international property. The company co-owns Delhi Capitals in the Indian Premier League and owns Pretoria Capitals in South Africa's SA20, besides Bengaluru FC and Haryana Steelers.

“Hong Kong Sixes marks a defining moment for JSW Sports, our first partnership with international sporting IPs,” Divyanshu Singh, CEO, JSW Sports, said. “Our focus, together with Cricket Hong Kong, China, will be on scaling it further—growing its audience, strengthening its commercial value, and helping shape it into a truly global series.”

The Hong Kong Sixes was first conceptualised in 1992 and has featured several prominent international cricketers over the years, including Sachin Tendulkar, Shane Warne, MS Dhoni and Sir Viv Richards. The tournament is sanctioned by the International Cricket Council and is recognised as an M Mark event by Hong Kong's Major Sports Events Committee.

For CHKC, bringing in an experienced commercial partner comes as the governing body looks to monetise and internationalise an event that has a distinctive format but competes for attention with a crowded global cricket calendar.

“We are delighted to have JSW Sports as our Commercial Partner for the Hong Kong Sixes,” said Burji Shroff, Chairperson, Cricket Hong Kong, China. “JSW Sports brings deep experience across cricket and the wider sporting ecosystem, including its engagement with leading franchises and athletes, and that knowledge will be invaluable as we strengthen the tournament’s commercial platform, and take the Sixes to an even wider international audience.”