Cricket West Indies (CWI) has secured a significant sponsorship agreement with Livpure, a prominent water purification and home appliances brand, marking a new chapter in the commercial development of West Indies cricket. The partnership, announced on February 19, 2026, designates Livpure as an official jersey sponsor for the West Indies Senior Men’s Team during two major upcoming tournaments.
The sponsorship arrangement encompasses both the ICC Men’s T20 World Cup 2026, currently underway, and the West Indies white ball tour of India scheduled for September and October 2026. The India tour will feature three One Day Internationals and three T20 International matches, providing extensive visibility for the brand across multiple formats.
CWI President, The Hon. Dr. Kishore Shallow, emphasized the strategic importance of this collaboration, stating: ‘This partnership reflects the enduring global appeal of West Indies cricket and our ability to attract respected international brands. Such strategic alliances are fundamental to supporting the growth, competitiveness, and long-term sustainability of cricket throughout the Caribbean region.’
The timing coincides with the West Indies Men’s strong performance in the ongoing T20 World Cup, where the team has already secured qualification to the Super Eight stage. Their next match against Zimbabwe on February 23 presents an immediate platform for the new sponsorship visibility.
Chris Dehring, CWI Chief Executive Officer, highlighted the market significance of the partnership, particularly noting the value in key cricket markets like India where the West Indies team maintains substantial commercial appeal.
Brand placement will vary by tournament according to regulations. During the ICC Men’s T20 World Cup, Livpure’s branding will appear on the leading arm of the team’s shirt, while during the India tour, it will feature prominently on the front of the shirt, subject to international playing conditions and approvals.
Rakesh Kaul, MD & CEO for Livpure, expressed enthusiasm about associating with the iconic West Indies team, noting the alignment between the brand’s values and the team’s passionate global fan base. The partnership aims to engage millions of cricket fans worldwide, particularly during the high-profile T20 World Cup hosted across India and Sri Lanka.
This sponsorship represents CWI’s ongoing commitment to developing sustainable commercial partnerships that enhance team competitiveness while expanding the global footprint of West Indies cricket.