JSW Sports enters international market via Hong Kong Sixes partnership

JSW Sports has entered the international sports intellectual property market through an exclusive partnership with Cricket Hong Kong, China (CHKC). Under this agreement, JSW Sports will serve as the Commercial Partner for the Hong Kong Sixes.

The partnership focuses on managing the tournament’s commercial and marketing ecosystem, specifically targeting sponsorship, broadcast, brand partnerships, and fan engagement. This move marks JSW Sports’ first international sporting IP, expanding its operations beyond domestic league management and athlete representation in India.

The 22nd edition of the Hong Kong Sixes is scheduled to take place from October 30 to November 1, 2026, at the Tin Kwong Road Recreation Ground. Sanctioned by the International Cricket Council (ICC), the tournament features a fast-paced six-a-side format involving national teams from both ICC Full Member and Associate Member countries.