Birmingham Phoenix Announces Skechers as Lead Partner

Birmingham Phoenix and Skechers, The Comfort Technology Company®, launch a partnership which sees the global footwear brand become Lead Partner with The Hundred team from the 2026 season onwards.

joshstacey

2026-03-05T14:30:00.000Z

Skechers branding will appear front and centre on the Birmingham Phoenix shirt, in what is the beginning of a new era for the global sports team as The Hundred competition explodes into 2026.

The partnership reflects a shared ambition between Birmingham Phoenix and Skechers to connect with cricket fans in bold, authentic ways that impact the wider community.

Richard Parker, Managing Director, Skechers UK & Ireland, said: “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. 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.”

The Birmingham Phoenix partnership is the latest in a series of investments that Skechers has made in cricket in the United Kingdom. This started in January with the launch of Skechers Cricket Elite footwear that supports the needs and demands of all cricketers, at all levels.

The announcement comes at a pivotal moment for Birmingham Phoenix and The Hundred, following the introduction of a new ownership structure designed to accelerate the competition’s growth. Under the revamped model, private investment partners will work alongside the ECB to drive long-term sustainability, global reach and innovation across the tournament.

Knighthead Capital Management has taken a strategic stake in Birmingham Phoenix, bringing significant experience in sports investment and franchise development. Together, the partnership with Skechers and the new ownership structure mark the beginning of an exciting new chapter for Birmingham Phoenix, as the team looks ahead to the 2026 season and beyond with renewed ambition and momentum.

The partnership was launched on Thursday 5 March at an exclusive event at Sixes London Bridge, bringing together a diverse range of media and influencers ahead of the first-ever major sports auction in the UK next week.

Birmingham Phoenix is in a strong position ahead of the auction, following a successful player retention and direct signings window. England star Jacob Bethell and Australian great Ellyse Perry were retained by the Phoenix, joining men’s signings Rehan Ahmed, Donovan Ferreira and Mitch Owen, alongside Alice Capsey, Lauren Filer and Lucy Hamilton for Phoenix Women.

Beyond cricket, Skechers offers performance footwear for athletes across running, football, golf, cricket, basketball, pickleball and padel. Skechers partners with some of the most exciting talent in those sports who compete in the brand’s footwear, including footballer Harry Kane, golfers Matt Fitzpatrick and Brooke Henderson, and Indian cricket legend Jasprit Bumrah.