The International Cricket Council (ICC) has extended its exclusive licensing and merchandising partnership with FanCode Shop (FCS), the Indian sports streaming platform’s merchandise arm.
Through a deal announced today by FanCode, the brand has renewed its rights - covering only India - to exclusively “curate official fan merchandise and accessories” throughout the ongoing ICC Men’s T20 World Cup, as well as for the upcoming ICC Women’s T20 World Cup in Bangladesh later this year.
FanCode Shop will partner with outlets to make this merchandise available across airports in cities such as Mumbai, Ahmedabad, Delhi, Hyderabad, Kolkata, and Bangalore, while it will also be available at select retail store chains across India.
Products available will include t-shirts, polo shirts, vests, and caps, as well as accessories such as bottles, keychains, and backpacks. In addition, there will be a children-specific range.
The last extension between FanCode Shop and the ICC came in July 2023, before the men’s Cricket World Cup in India in October and November.
The men’s T20 World Cup, taking place across the US and Caribbean, began on June 1 and runs until the final on June 29. India, as usual at an ICC event, are one of the favorites.
Over the last few weeks, the ICC has unveiled the extension of multiple commercial deals - including with Emirates (to 2031), Aramco, Seagram’s Royal Stag, and FanCraze.
As the federation commences its new commercial rights cycle, it has also brought back Stats Perform as a streaming and betting data partner, with Sportradar having held those rights for the last two years.
FanCode Shop was also a partner of seven teams out of 10 at the 2024 Indian Premier League domestic franchise T20 competition - Rajasthan Royals, Punjab Kings, Kolkata Knight Riders, Gujarat Titans, Lucknow Super Giants, and Sunrisers Hyderabad.
It has also partnered with top-tier soccer clubs such as England’s Manchester City and Liverpool, and Spain’s Barcelona, as well as with basketball’s NBA and mixed martial arts’ UFC.
The FanCode streaming platform, meanwhile, regularly covers both international and domestic cricket for an Indian audience, as well as action from various other sports.
Meanwhile, FanCode has also entered into a media rights partnership with the Asian Football Confederation, for the 2025-28 cycle of the body's national team and club competitions.
Through a tie-up managed by the AFC's commercial rights partner, Asia Football Group, FanCode will stream all AFC major competitions during that period, and will also show select matches live on linear free TV.
The competitions involved include Asian qualifiers for the 2026 FIFA World Cup, the AFC Women's Asian Cup in that same year, and the newly announced AFC Champions League Elite club competition.
