Cricket Gains Momentum in Canada with New Sponsorship

Cricket’s popularity in Canada is on the rise, driven by the country’s increasing diversity. In response, No Frills® and MaxiMD—discount grocery brands under Loblaws Companies—have announced a strategic partnership with Cricket Canada to further promote the sport’s growth across the nation.

“Cricket is Canada’s fastest-growing sport, uniting communities through teamwork, passion, and a shared love for the game,” said Melanie Singh, president of the hard discount division at Loblaws. She expressed excitement about the collaboration, stating that No Frills® and MaxiMD aim to connect customers and fans more closely to the sport while making a lasting impact.

As part of the partnership, No Frills® will become a key sponsor for selected international matches organised by Cricket Canada. The first event under this agreement will be the No Frills® T20 Cup, an international T20 series featuring Canada, Nepal, and Oman. The tournament, scheduled to take place at the Maple Leaf Cricket Ground in King City, Ontario, later this month, promises exciting cricket for Canadian fans and will further elevate the sport’s presence in North America.

Cricket Canada’s president, Amjad Bajwa, expressed his excitement about the collaboration, stating the shared values between the grocery brands and Cricket Canada. “We’re thrilled to partner with such iconic brands deeply embedded in the lives of Canadians,” Bajwa said. He highlighted that this partnership represents a major step toward not only strengthening national teams and programs but also making cricket more accessible to Canadians from diverse backgrounds.

Cricket Canada, the governing body for the sport in the country, is dedicated to promoting cricket’s development and building a vibrant cricket community across the nation.