Phoenix Rising: Skechers & Private Capital Fuel Cricket's New Era

LONDON, UK – March 05, 2026 – Birmingham Phoenix, a cornerstone team in The Hundred cricket competition, today announced a landmark partnership with global footwear giant Skechers, beginning in the 2026 season. The deal, which places the Skechers logo front-and-centre on the team's jerseys, is more than a simple sponsorship; it represents the convergence of powerful forces reshaping modern sport: aggressive brand expansion, strategic private equity, and the evolution of a cricket league determined to capture a global audience.

This partnership arrives at a pivotal moment for The Hundred, which is transitioning into a new ownership model designed to inject significant private capital into English cricket. For Birmingham Phoenix, the alliance with Skechers, coupled with a major new investment from Knighthead Capital Management, marks the dawn of a new, ambitious chapter.

The New Playbook: Private Equity Transforms The Hundred

The structure of English cricket is undergoing its most significant commercial overhaul in a generation. From 2026, The Hundred's eight teams, previously owned by the England and Wales Cricket Board (ECB) and host counties, are now open to private investment. Under the new model, Warwickshire County Cricket Club (WCCC) retains a 51% majority stake in Birmingham Phoenix, with the remaining 49% acquired by New York-based investment firm Knighthead Capital Management for a reported £40.2 million.

This move is part of the ECB's wider strategy to raise capital, strengthen the financial footing of the 18 first-class counties, and fund grassroots initiatives. Knighthead's investment is not an isolated venture but a key component of its burgeoning sports empire in the Midlands. The firm already holds a controlling stake in Birmingham City FC and the Birmingham Panthers Netball Super League team. These acquisitions are part of a grander vision: a proposed £2-3 billion "Sports Quarter" in East Birmingham, cementing the city's status as a major sporting hub.

Knighthead's involvement provides Birmingham Phoenix with more than just capital. It brings a wealth of experience in franchise development and global marketing, with a stated approach of providing "active capital, hands-off cricket," deferring to WCCC's sporting expertise while driving commercial growth. The investment is a validation of The Hundred's success in attracting a new, diverse, and family-oriented audience—a demographic highly attractive to international investors and brands.

Skechers Steps Up to the Crease

While private equity reshapes the league's foundations, Skechers' partnership with the Phoenix illustrates a parallel strategic shift in the global sportswear market. Traditionally known as 'The Comfort Technology Company®' with a strong lifestyle focus, Skechers is making an aggressive and well-funded push into the elite performance sector to challenge established giants like Nike and Adidas.

This partnership is a calculated move in that campaign. The company recently launched its Skechers Cricket Elite footwear line, featuring advanced materials like Goodyear rubber outsoles and ULTRA GO cushioning, developed with input from professional players. The brand has been strategically signing high-profile athletes to build credibility, including a lifetime deal with England football captain Harry Kane and endorsements from Indian cricket superstar Jasprit Bumrah, NBA MVP Joel Embiid, and Major-winning golfers Matt Fitzpatrick and Brooke Henderson.

Richard Parker, Managing Director for Skechers UK & Ireland, highlighted the brand's intent. “Throughout the past three years, we’ve ventured deeper into the world of performance sport – including cricket – and involvement with a competition and franchise of the calibre of The Hundred and Birmingham Phoenix shows our intent in the elite level sport,” he stated. The Phoenix partnership provides a powerful platform to embed Skechers within the fabric of English cricket, moving its image from the high street to the high-performance arena.

A New Dawn for Birmingham Phoenix

For Birmingham Phoenix, the confluence of Knighthead's investment and Skechers' sponsorship creates a powerful tailwind heading into the 2026 season. The infusion of capital and commercial expertise promises to elevate the franchise's operations, global reach, and on-field competitiveness.

Stuart Cain, Chief Executive of Birmingham Phoenix, emphasised the alignment of values. “Skechers is one of the most instantly recognisable brands in the world and we are thrilled to welcome them to Birmingham Phoenix," he said. "Their approach to innovation and excellence fits perfectly with our ethos and that’s exactly what we were looking for in a Lead Partner – someone who aligns with our values and ambition.”

This ambition is already visible in the team's player strategy. Ahead of the upcoming sports auction, the Phoenix have secured key talent, retaining England star Jacob Bethell and Australian great Ellyse Perry. The dual financial and commercial boost allows the team to compete for top talent and invest in world-class facilities and support staff, transforming aspirations of success into a tangible strategy.

From the Pitch to the Community

Beyond the commercial and competitive implications, all parties have underscored a commitment to community and grassroots development. Knighthead's vision includes coordinating the charitable foundations of its Birmingham sports properties—football, netball, and cricket—to create a unified and more impactful youth sports program across the West Midlands.

Skechers, too, has expressed its desire to connect with the local cricket scene. “We look forward to the opportunities this partnership will provide to engage the wider cricket community, support the grassroots game locally, and build awareness for the signature comfort that performs of Skechers Cricket footwear,” Parker added. This promise of community engagement is crucial, ensuring that the commercial boom at the top of the sport translates into tangible benefits for the next generation of players and fans.

Ultimately, the Birmingham Phoenix-Skechers deal is a microcosm of a larger trend. It demonstrates a new model for sports franchises, where strategic private investment provides the financial muscle and global brands provide the marketing firepower. As The Hundred continues its bold experiment, the success of this partnership in Birmingham will be closely watched as a potential blueprint for the future of professional sport not just in the UK, but around the world.