Marriott Bonvoy’s Cricket Play: A New Innings for Global Sponsorship

BETHESDA, MD – January 09, 2026 – Marriott Bonvoy, the loyalty program of hospitality giant Marriott International, has stepped onto the global cricket pitch with a landmark multi-year strategic partnership with the International Cricket Council (ICC). The agreement, which runs through 2029, appoints Marriott Bonvoy as the Official Accommodation Partner for all major ICC Men's events, signaling a significant investment aimed at capturing the hearts and travel budgets of cricket’s more than two billion global fans.

Announced today, the deal unites one of the world's largest travel platforms, with its 260 million members, and the governing body of one of the most-watched sports on the planet. This strategic alignment is designed to provide Marriott Bonvoy members with unparalleled access to premier cricket tournaments while showcasing Marriott's vast portfolio of properties to a passionate and travel-hungry demographic.

“Cricket continues to grow as a global sport, with rising fan engagement worldwide and momentum,” said Peggy Roe, EVP and Chief Customer Officer at Marriott International. “With more than 2 billion fans globally, we are proud to serve as the ICC's Official Accommodation Partner and look forward to delivering exclusive access and once-in-a-lifetime experiences for our members who are passionate about cricket.”

A Calculated Play in a Proven Strategy

This partnership is not an isolated venture but the latest and perhaps most ambitious move in Marriott's well-established sports sponsorship playbook. The company has long leveraged high-profile sports affiliations to drive engagement for its Bonvoy loyalty program, which is built around offering exclusive “money-can’t-buy” experiences through its Marriott Bonvoy Moments platform.

Marriott’s portfolio includes long-standing, high-value partnerships with major leagues such as the National Football League (NFL), where it has been an official hotel partner for over a decade, and the National Basketball Association (NBA). More recently, it became a regional sponsor for the FIFA World Cup 2026 in North America. These deals have proven successful in elevating brand recognition and providing unique rewards, from Super Bowl sleepovers on the field to meet-and-greets with sports legends.

The ICC partnership, however, marks a strategic pivot toward a sport with a different global epicenter. While the NFL and NBA have immense followings, cricket’s fanbase is heavily concentrated in South Asia, Australia, the United Kingdom, and Southern Africa—regions representing key growth markets for Marriott. “The partnership will allow us to push the boundary and deepen engagement in India, Australia, New Zealand and Sri Lanka where the love for cricket runs deep,” noted Rajeev Menon, President, Asia Pacific Excluding China, Marriott International.

This sentiment was echoed by Satya Anand, President for Europe, Middle East & Africa, who highlighted the personal and cultural connection. “Partnering with the International Cricket Council allows Marriott Bonvoy to turn that shared passion into unforgettable journeys, giving our members around the world unmatched ways to experience ICC events, both on and off the pitch.”

Redefining the Cricket Fan Experience

For the millions of fans who travel across continents to follow their teams, the partnership promises a more integrated and elevated experience. The agreement covers a slate of premier events, including the ICC Men's T20 World Cup in 2026 and 2028, the prestigious ICC Men's Cricket World Cup in 2027, and the World Test Championship Finals in 2027 and 2029.

Marriott and the ICC plan to co-design new hospitality offerings at select venues, curate bespoke cricket-related content, and launch local activations to engage fans. Practically, with a footprint of more than 450 properties in the markets where these events are held, Marriott is uniquely positioned to host teams, officials, and the influx of international and domestic fans. Travelers purchasing official packages with ICC Travel and Tours will have seamless access to Marriott Bonvoy’s portfolio, which spans over 30 brands from luxury to premium and select-service.

ICC CEO Sanjog Gupta emphasized the focus on enhancing the overall event atmosphere. “While the athletic spectacle is central to a fan's experience, the lifestyle, hospitality, travel and cultural components are essential too,” he stated. “We hope to leverage the partnership with Marriott Bonvoy to develop and deploy varied travel & hospitality experiences to enhance fan delight at our events and help turn moments into lifelong memories.”

Cricket’s Commercial Ascent Attracts Global Giants

The addition of Marriott Bonvoy to the ICC's sponsorship roster underscores cricket's soaring commercial appeal. The sport's governing body has successfully cultivated a portfolio of top-tier global partners, placing Marriott alongside blue-chip brands like Emirates, Aramco, Coca-Cola, and Hyundai. These multi-year, multi-million-dollar deals reflect the immense value brands see in associating with a sport that commands a dedicated global audience.

Recent agreements, such as Coca-Cola's reported $100 million-plus extension and IndusInd Bank's $24 million deal, highlight the significant financial investment required to partner with the ICC. By joining this exclusive club, Marriott not only gains visibility but also aligns itself with the prestige and global reach of cricket's pinnacle events.

ICC Chairman Jay Shah commented on the strategic fit, stating, “We are thrilled to welcome Marriott Bonvoy into a partnership that reflects a shared ambition to redefine how fans experience the game of cricket... Marriott Bonvoy’s addition as a sponsor to our portfolio also reinforces the ICC’s long-term vision of working with respected global brands that go beyond visibility to deliver meaningful value to fans.”

A Competitive Hospitality Landscape

Marriott's move comes as competition within the hospitality sector for high-impact sponsorships intensifies. Other major hotel groups have also made significant plays in the sports world. IHG Hotels & Resorts, for instance, has built a diverse portfolio as the official hotel partner for Major League Soccer (MLS), the US Open Tennis Championships, and Six Nations Rugby. Hilton also remains a highly active brand with dozens of sports-related deals.

However, Marriott’s ICC partnership is distinct in its singular focus on a global sport with a massive, concentrated following. While competitors have diversified across various sports and regions, Marriott is making a concentrated, long-term bet on cricket as a primary vehicle for engaging customers in its most crucial international markets. This deep dive into a single sport’s ecosystem, from grassroots fan engagement to premium event hospitality, represents a bold strategic maneuver to outflank competitors in the race for traveler loyalty.

The partnership officially kicks off with the ICC Men's T20 World Cup 2026, co-hosted by India and Sri Lanka. As the tournament approaches, both cricket fans and Marriott Bonvoy members will be watching closely to see how this powerful collaboration transforms the experience of following the game they love across the globe.