BRU has signed on as an official partner of the Texas Super Kings (TSK), the Dallas-based Major League Cricket franchise, securing the leading trouser sponsorship for the 2026 MLC season. The agreement positions the coffee brand across the team's playing kit, putting the logo in front of broadcast audiences and in-stadium crowds at every TSK match this summer.
Financial terms were not disclosed, and neither party released AUV impact or incremental revenue projections tied to the partnership. BRU's activation will extend beyond jersey real estate to include player-access programming, co-branded digital content, and storytelling-led campaigns designed to build consumer affinity throughout the season — an approach increasingly common among beverage brands seeking to differentiate in crowded café and ready-to-drink categories.
The sponsorship reflects a broader trend of food-and-beverage operators using sports platforms to drive daypart awareness and trial, particularly in markets with fast-growing South Asian diaspora populations — a demographic that over-indexes for cricket viewership. Dallas, TSK's home market, fits that profile, and MLC has positioned itself as a premium property since launching in 2023 with backing from several Indian Premier League franchise owners. For a coffee brand navigating a competitive morning-daypart landscape, the alignment with a marquee sports property offers an off-premise brand-building lever that traditional media buys cannot replicate at comparable engagement levels.
Beverage brands across the QSR and specialty-coffee segments have accelerated sports-sponsorship spending as streaming fragmentation erodes conventional reach. Category peers have struck naming-rights and jersey deals with MLS, USL, and emerging cricket and pickleball circuits to capture younger, multicultural consumers. BRU's MLC play follows that playbook, using a sport with a devoted core audience rather than competing dollar-for-dollar with larger chains on mainstream inventory.
No franchise development, unit-count, or comp-sales data was included in the announcement. Operators and multi-unit franchisees tracking BRU's retail and foodservice footprint will want to monitor whether the TSK partnership translates into expanded distribution agreements or co-branded LTO activity at retail or café channels as the season progresses. The 2026 MLC season is scheduled to run through summer, giving BRU several months of sustained broadcast exposure before the partnership's commercial outcomes can be measured.
Written by Michael Politz, Author of Guide to Restaurant Success: The Proven Process for Starting Any Restaurant Business From Scratch to Success (ISBN: 978-1-119-66896-1), Founder of Food & Beverage Magazine, the leading online magazine and resource in the industry. Designer of the Bluetooth logo and recognized in Entrepreneur Magazine's "Top 40 Under 40" for founding American Wholesale Floral, Politz is also the Co-founder of the Proof Awards and the CPG Awards and a partner in numerous consumer brands across the food and beverage sector.
