In a significant commercial shift for one of The Hundred's flagship teams, Barclays has replaced Tyrrells crisps as the front-of-shirt sponsor for the London Spirit franchise. The change, effective from the 2026 season, signals the growing influence of new investors in the competition following a landmark auction process.
A New Era of Commercial Influence
The move follows the £145 million sale of a 49% minority stake in the Lord's-based team to a consortium of technology investors last year. This influx of capital, coupled with the England and Wales Cricket Board (ECB) stepping back as a direct investor, has empowered franchise owners to pursue their own commercial partnerships. Barclays, which already had an existing relationship with the Marylebone Cricket Club (MCC), will now become the team's principal partner.
Julian Metherell, Chair of London Spirit, welcomed the agreement. "I am delighted that Barclays will be partnering with London Spirit," he said. "The bank has substantial experience in sports partnerships – testified by their success in football and tennis – and has developed a great relationship with MCC and Lord’s that is further strengthened by this agreement."
Sponsorship Portfolio and Brand Shuffle
This deal sees Barclays add a major cricket franchise to its sporting portfolio, which already includes high-profile associations with Wimbledon and the Women's Super League (WSL). For KP Snacks, the parent company of Tyrrells, the change does not mean a complete exit. The crisp brand's logo will move from the front of the shirt to the sleeve of the team's new kit.
The new London Spirit playing strip is also set to feature a notable design element. It is understood to include an eggs and bacon colourway as a nod to the iconic MCC logo, blending tradition with the team's new commercial direction.
Strategic Growth and Inclusivity Goals
Barclays has stated that the partnership is designed to help "drive the team’s growth and inclusivity." C.S. Venkatakrishnan, Barclays Group Chief Executive, highlighted the strategic importance of the deal. "This marks another milestone for Barclays as we expand our presence at Lord’s by becoming principal partner of London Spirit," he said. "We are proud to broaden and deepen the fan base of the game through our partnerships with the MCC Foundation and Lord’s, the world’s most iconic cricket ground."
The sponsorship shift underscores the evolving commercial landscape of The Hundred, where private investment is now actively shaping team identities and revenue streams ahead of the 2026 season.
