Texas Super Kings and Xoom: Cricket, Culture, and Commerce in America

DALLAS, TX – May 07, 2026 – The Texas Super Kings (TSK) of Major League Cricket (MLC) today announced a landmark partnership with Xoom, a PayPal service, marking a significant milestone for the franchise and the rapidly growing sport of cricket in the United States. In a first for the team, Xoom will become the Official Remittance Sponsor and the Leading Headgear Sponsor for the 2026 season, signaling a strategic fusion of sports, culture, and fintech.

This collaboration is more than a standard sponsorship deal; it represents a calculated move by both organizations to engage with the vibrant and influential South Asian diaspora in the U.S. As Major League Cricket continues its impressive commercial ascent, partnerships like this underscore the league's arrival as a serious player in the crowded American sports market, capable of attracting major brands seeking authentic connections with a dedicated and affluent fanbase.

The Growing Pitch: Major League Cricket's Commercial Ascent

Now entering its fourth season, Major League Cricket is capitalizing on a wave of momentum that is transforming the business of cricket in America. Backed by over $150 million in investments from American Cricket Enterprises (ACE), the league is not just building teams but a nationwide infrastructure, with plans for up to ten international-standard venues by 2030. The league's growth is tangible: after a successful inaugural season in 2023 that drew 70,000 fans and generated over $8 million, MLC has seen a 53% surge in ticket sales and a 45% increase in its social media following.

The upcoming 2026 season, scheduled from June 18 to July 18, will expand to 34 matches, up from 19 in its first year, reflecting rising demand. This growth trajectory mirrors that of other successful emerging leagues. For instance, Major League Soccer (MLS) saw its team sponsorship revenue grow by 13% to $665 million in 2024, while the National Women's Soccer League (NWSL) hit $75 million in team sponsorship revenue, adding over 200 new brand partners in a single season. MLC is following a similar playbook, leveraging star power and a passionate, built-in fanbase to secure its commercial future.

"We are thrilled to welcome Xoom to the Texas Super Kings family," said KS Viswanathan, Director of the Texas Super Kings, in the official announcement. "Xoom's purpose of bringing people closer across borders strongly aligns with our own values, and together we look forward to creating meaningful moments that deepen fan engagement and amplify storytelling across key moments of the season."

A Strategic Play for the South Asian Diaspora

The partnership's true genius lies in its deep understanding of the target demographic. Cricket is the second most-watched sport globally, and for millions of South Asian immigrants in the U.S., it serves as a powerful cultural touchstone—a link to home, family, and shared identity. This community is not only passionate but also represents a significant economic force, making them a prime audience for a remittance service like Xoom.

The global digital remittance market, valued at over $19 billion in 2022, is projected to exceed $51 billion by 2029. In this highly competitive space, where companies like Wise and Remitly vie for market share, building trust and brand loyalty is paramount. Xoom's alignment with TSK is a direct and authentic appeal to the very heart of its customer base. The partnership allows Xoom to move beyond transactional advertising and embed itself within the cultural moments that matter to its users.

Juan Melendez, Senior Director at Xoom, articulated this connection perfectly. "Cricket is the sport of the South Asian friends and family. It's how millions of families in the U.S. stay connected to where they came from and that's the same emotional current that runs through everything Xoom does," he stated. "When a fan in Dallas watches the Super Kings win and calls their parents in Mumbai or Lahore to celebrate, Xoom wants to be the service that lets them send a little something home at that same moment. This collaboration lets us show up authentically for communities that have always been at the heart of our business."

Beyond the Boundary Rope: The New Era of Sports Sponsorship

This deal exemplifies the evolution of sports marketing, where brands are no longer passive advertisers but active participants in the fan experience. The sponsorship grants Xoom comprehensive entitlements, including prominent headgear branding, but the focus extends to fan activations, unique in-stadium experiences, and tailored digital content designed to foster a deeper connection between the fans, the team, and the brand.

This integrated approach is a hallmark of Xoom's parent company, PayPal, which has a history of leveraging sports partnerships for more than just visibility. PayPal's deals with the NBA's Phoenix Suns and college sports' Big Ten and Big 12 conferences focused on embedding its payment technology directly into the fan ecosystem, simplifying everything from ticket purchases to athlete payments. The TSK partnership is poised to follow a similar model, transforming a shared passion for cricket into a seamless brand experience.

As the Texas Super Kings, a team that has consistently qualified for the MLC playoffs, prepares for the 2026 season, the presence of Xoom on their gear will be a visible reminder of this innovative partnership. It represents a new chapter for cricket in America, where the crack of the bat resonates not only on the field but also in the boardrooms where the future of sports marketing is being written. This collaboration is a testament to the power of niche sports to create powerful, culturally relevant platforms for brands willing to look beyond the traditional. With cricket's inclusion in the LA28 Olympics on the horizon, the value of these early strategic alignments is only set to increase.