Dubai: The International Cricket Council (ICC) has unveiled a partnership with Sanrio, the brand behind Hello Kitty, for the upcoming ICC Women's T20 World Cup 2026. This collaboration marks the introduction of Hello Kitty and Friends to international cricket, with the tournament set to take place in England and Wales starting June 12, 2026.

According to the International Cricket Council, the partnership will encompass licensed merchandise, in-venue activations, digital and social content, and co-branded fan experiences. This initiative is part of Sanrio's #bestfriendsinsport campaign, aimed at drawing younger audiences, particularly Gen Z and Millennial fans, to cricket while enhancing the global visibility of women's cricket.

Fans can already access exclusive ICC x Hello Kitty merchandise via the official ICC Shop. ICC Chief Executive Sanjog Gupta highlighted that the collaboration seeks to engage younger fans by aligning the values of women's cricket with those embodied by Hello Kitty, such as friendship and creativity.

Sanrio COO Silvia Figini noted that the partnership aligns with the company's commitment to promoting teamwork and connection through sport. Figini expressed hope that the collaboration will inspire new generations to explore cricket and emphasize the importance of values like kindness and teamwork.

Hello Kitty and Friends will feature in activations during select matches of the tournament, including the opening match between England and Sri Lanka. The tournament will also include other high-profile matches, such as India versus Pakistan and the final at Lord's Cricket Ground in London.