Xbox and Surrey CCC Extend Their Winning Partnership for a Seventh Season
By Oliver Kemp
May 23 2025, 3 min read
A boundary-breaking blend of sport and gaming — Xbox and Surrey CCC team up once again at The Kia Oval.
A Seventh Season of Innovation: Xbox and Surrey CCC Renew Their Partnership
In an exciting continuation of one of cricket’s most enduring brand partnerships, Xbox and Surrey County Cricket Club (CCC) have confirmed the renewal of their collaboration for the seventh consecutive season. This long-standing relationship isn’t just about logo placement — it’s about aligning two passion-led communities: cricket fans and gamers.
First launched in 2018, the partnership has grown in scope and visibility each year, firmly embedding Xbox branding into the heart of English cricket at The Kia Oval, one of the sport’s most historic and high-profile grounds.
Gaming Meets the Gentleman’s Game
Cricket may be centuries old, but Surrey CCC has never been shy of embracing modernity — and Xbox has played a key role in that evolution. With eye-catching perimeter branding, digital activations, and match-day visibility, the partnership has turned The Kia Oval into a powerful platform for Xbox to reach passionate, engaged, and tech-savvy fans.
For Xbox, it’s a natural match. Cricket’s appeal among a younger, digitally-connected demographic has grown rapidly in recent years, especially through formats like T20 and The Hundred. By partnering with Surrey CCC, Xbox places itself at the heart of this evolution — speaking directly to future console owners through moments of sporting drama.
What’s New in 2025?
While the core branding elements remain, this year’s deal promises even deeper integration. Xbox will continue its prominent stadium presence on matchdays, including LED perimeter boards and premium hospitality branding.
Additionally, the club and console giant are planning co-branded fan experiences, exclusive competitions, and digital-first activations that bring gaming and cricket closer than ever before. The blend of in-stadium impact and digital reach provides Xbox with a 360° platform — both on the pitch and online.
Why This Matters for Advertisers
This partnership is a case study in how brand alignment, creative activation, and shared values can drive long-term success. With gaming and cricket both commanding global and multi-generational appeal, brands like Xbox are showcasing how to unlock new audiences through sport.
For advertisers, it’s a powerful signal: cricket sponsorship is no longer just about traditional values or hospitality. It’s about tapping into new markets, tech-first fan engagement, and scalable media campaigns — all delivered through a trusted club partnership.
The Power of Place: The Kia Oval
As one of the UK’s premier cricket venues, The Kia Oval offers unmatched brand visibility — from sold-out County fixtures to international matches and televised tournaments. With a London location and year-round media coverage, it’s a dream location for advertisers looking to make an impression.
Xbox’s renewal shows that even global tech brands see sport as a critical pillar in their marketing ecosystem. And with the summer calendar at The Kia Oval looking as packed as ever, expect the green and black Xbox branding to stand out both in-stadium and across screens worldwide.
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