Sponsorship & Brand Platform
Many Flavors of Cricket
How Royal used Major League Cricket to turn a sponsorship into a season-long platform built around food, fandom, and community.
19,370+
Fans reached in stadiums
5.85M
Digital viewing impressions
3
MLC properties activated
- Role
- Brand Marketing & Growth · LT Foods Americas
- Sponsor
- Royal
- Teams
- SF Unicorns · MI New York
- Season
- MLC 2025
01 · The Brief
Turning a sponsorship into a brand platform.
In 2025, Royal partnered with Major League Cricket as an official league sponsor and team sponsor of the San Francisco Unicorns and MI New York.
The sponsorship came with everything you'd expect: branding, stadium presence, content opportunities, hospitality, and fan engagement.
The question was how to make the partnership feel meaningful beyond logo placement.
02 · The Insight
Match day was never just about the match.
People weren't only talking about cricket. They were talking about food.
What they brought to the game. What they grew up eating. Which city made it best.
Cricket brought everyone together. Food kept them there.
03 · The Idea
Many Flavors of Cricket
Different teams.
Different cities.
Different traditions.
Different ways of showing up on match day.
The platform gave us one idea that could stretch across every part of the season while staying rooted in something fans already shared.
04 · The Execution
One platform. Multiple touchpoints.
The idea showed up across league partnerships, team content, creator collaborations, fan experiences, broadcast integrations, retail visibility, and stadium activations.
Player Content
Players shared food traditions, match-day rituals, and personal stories that connected the platform back to fans.
Team Content
The platform extended across multiple franchises, creating consistent storytelling while allowing each team to bring its own personality.
Creator Collaborations
Creators helped connect food and fandom for audiences beyond the stadium.
The Content
More from the season.
Fan Experience
Booths, sampling, giveaways, activations.
On the ground: booths, sampling, giveaways, and stadium activations.
05 · The Results
What the season delivered.
19,370+
Fans reached through stadium activations
10,000+
Product samples distributed
5.85M
Digital viewing impressions
1.1M
TV impressions
3
MLC properties activated across the season
Next project
Mynd