Major League Cricket (MLC) has announced a brand identity partnership with creative marketing agency, JDA Worldwide, establishing a comprehensive brand system ahead of the inaugural league’s debut this July.

The partnership sees JDA Worldwide continuing to develop the league’s branding initiative, propelling the exciting new T20 format with impactful branding efforts that aim to resonate with American sporting fans.

MLC will feature a lineup of international cricket talent across six franchises representing major US markets, including New York, Washington DC, Seattle, San Francisco, Los Angeles, and Texas.

Commenting on the partnership, MLC VP of marketing, Tom Dunmore, said: “We chose to work with JDA because of their strategy-first mindset when it comes to building a brand.

“The team dove into the culture of cricket and worked with us to craft an outstanding brand identity for Major League Cricket that can help propel the sport’s growth in the United States,” he said.

JDA Worldwide CEO, Chance Benbow shared MLC’s excitement towards introducing cricket to an American audience, adding: “Our collaboration with MLC reflects our dedication to creating brands that stand tall on an international stage, and we are confident that our partnership will play a key role in the successful launch of this thrilling addition to America’s professional sports landscape.”

Set to begin in July, MLC is expected to make a lasting impact on the American sports scene, as the international sport aims to foster the game in a uniquely American context.

This announcement comes after Cricket Victoria finalised a landmark partnership with MLC.