DP World becomes principal partner of Southern Brave

DP World is entering The Hundred for the first time through a multi-year principal partnership with Southern Brave in Southampton. The deal puts the company’s logo on both the men’s and women’s shirts and extends its broader push in cricket, from the ICC to grassroots programs.

Why it matters: - The deal gives DP World a visible foothold in The Hundred and broadens the company’s cricket footprint in Europe. - The partnership links a global supply chain brand with a club rooted in Southampton, where DP World operates a major UK terminal. - The agreement also ties elite cricket sponsorship to community-facing activations expected during the season.

What happened: - DP World was announced as the Principal Partner of Southern Brave in a multi-year agreement. - The partnership includes front-of-shirt rights for both the men’s and women’s teams. - The announcement marks DP World’s first entry into The Hundred. - Southern Brave’s 2026 campaigns begin at home against Welsh Fire at the Utilita Bowl. - The season runs through Finals Day in August, with back-to-back women’s and men’s fixtures on each matchday.

The details: - DP World’s cricket portfolio already includes a premier partnership with the International Cricket Council. - The company also holds title sponsorships for the DP World ILT20 in the UAE and the DP World Asia Cup. - DP World sponsors the Delhi Capitals men’s and women’s teams and has other cricket partnerships around the world. - The company’s Beyond Boundaries Initiative, championed by Global Ambassador Sachin Tendulkar, has delivered repurposed shipping containers fitted as grassroots cricket facilities to clubs worldwide. - DP World operates the UK’s third-largest deep sea container terminal in Southampton. - The terminal handles two million TEU annually under a licence DP World has committed to through 2047. - Nearly 1,000 people work at the Southampton terminal. - Both Southern Brave teams will wear DP World-branded shirts throughout the 2026 campaigns. - Further details on community and matchday activations across the Southampton region will be announced during the season. - The Finals are scheduled for Sunday 16 August.

Between the lines: - DP World is using cricket to reinforce both brand visibility and local ties, rather than treating the sponsorship as a standalone media buy. - The Southampton connection gives the partnership a hometown angle that could matter with fans, employees and regional partners. - Southern Brave is signaling that the deal is meant to go beyond shirt branding and into fan and community engagement.

What's next: - Southern Brave and DP World will roll out community and matchday activity across the Southampton region during the season. - Fans will first see the branded shirts when the 2026 campaign begins at home against Welsh Fire. - The partnership will play out across both the men’s and women’s runs toward Finals Day in August. - DP World and Southern Brave are expected to share more activation details as the season progresses.