CREX has renewed its association with Indian cricketer Harmanpreet Kaur for the third consecutive time, effective August 10, 2026.
The partnership keeps the cricket platform aligned with women’s cricket and its expanding fan base. It will run across the season.
Harmanpreet will feature in CREX’s digital campaigns, branded content and fan engagement initiatives. The focus is on creating more direct connections between players and followers.
A Long-Term Bet on Women’s Cricket
For CREX, the association also extends beyond conventional celebrity endorsement. Harmanpreet’s leadership and visibility give the brand a relevant property within a rapidly developing sporting ecosystem.
For marketers, women’s cricket increasingly offers an opportunity to combine sports fandom, content and community-building.
Digital campaigns can help CREX maintain engagement between major matches while building stronger associations with players and their journeys.
From Endorsement to Fan Participation
The renewed deal comes as women’s cricket continues to attract greater viewership and fan interest. That creates a wider opportunity for brands seeking to participate in the sport.
Purushotam Rawat, CEO, CREX, says the continued association reflects the company’s belief in showing up consistently for sport. He also highlights the need for greater visibility and recognition for the women’s game.
The strategy points towards sustained investment rather than short-term tournament-led visibility.
The Last Word
As women’s cricket grows, brands that invest consistently can move from sponsorship visibility to becoming part of the fan relationship itself.