BRAMPTON, Ontario, February 11, 2026–(BUSINESS WIRE)–Cricket Canada is pleased to announce that Loblaw Companies Limited, through its No Frills® brand, will bolster its support for Canadian cricket. This enhanced commitment includes a sponsorship that will prominently feature the No Frills® logo on the sleeve of Team Canada’s official jersey for the upcoming ICC 2026 Men’s T20 World Cup.
As cricket gains increasing traction across Canada, evidenced by growing participation and fan enthusiasm, No Frills® reaffirms its dedication to a sport that celebrates the nation’s diverse communities and unites them. This amplified financial backing extends the brand’s existing sponsorship, guaranteeing significant exposure during one of the sport’s premier global events while also strengthening Cricket Canada’s continuous development initiatives.
“No Frills has been an unwavering supporter of cricket in Canada, and we are delighted to further cultivate this valuable partnership,” stated Amjad Bajwa, President of Cricket Canada. “Their sustained commitment, particularly their increased investment in prominently displaying their brand on our ICC 2026 Men’s T20 World Cup jersey sleeves, underscores their faith in the sport’s trajectory and their dedication to fostering athlete development pathways and enriching fan engagement nationwide.”
“No Frills takes pride in championing a sport that brings together such a broad spectrum of Canadians,” commented Melanie Singh, President, Hard Discount, Loblaw Companies Limited. “Cricket’s expansion continues within communities across the country, and we eagerly anticipate deepening our support for Cricket Canada and enthusiastically cheering on Team Canada as they compete on the global stage at the ICC 2026 Men’s T20 World Cup.”
“Cricket has emerged as one of Canada’s most thrilling growth sports, boasting a passionate and ever-expanding fanbase nationwide,” remarked Saurabh Wig, CEO of Rock Paper Scissors Media. “It’s heartening to witness corporations like Loblaw and No Frills consistently invest — and indeed, increase their commitment — as Canadian cricket achieves new milestones. This kind of conspicuous, enduring backing is crucial for elevating the sport and captivating fans across the nation.”
“This represents a thoughtful progression in a partnership that has already delivered considerable impact,” observed Rahul Srinivasan, CEO of Boundaries North. “By boosting their investment in Canadian cricket and endorsing Team Canada with prominent jersey sleeve branding for the ICC 2026 Men’s T20 World Cup, No Frills solidifies a lasting dedication to communities where cricket continues to flourish.”
A Community-Centric Partnership
Cricket Canada tirelessly works to advance the sport through community-level programs, structured pathways for athlete progression, and enhanced interaction with fans. Through its steadfast support and amplified investment, No Frills® is instrumental in cementing cricket’s role within Canadian communities and bolstering the national team’s preparations for the ICC 2026 Men’s T20 World Cup.