Cricket politics have now reached the sticker on the bat. Indian manufacturer SG will not renew sponsorship deals with several Bangladesh cricketers, including Litton Das. The decision strips Liton of both customised gear and a steady commercial income.
Litton built a close working relationship with SG and ordered bats tailored to his game. He also earned from the brand logo on his blade. That partnership now ends without warning.
SG will also walk away from Yasir Ali Rabbi and former Test captain Mominul Haque. The players’ agent says the company had previously signalled renewal before going silent. That sudden change raises more questions than answers.
The agent claims SG offered no explanation for cancelling the deals. In commercial sport, silence usually speaks loudest. The timing links this decision firmly to the wider political chill.
India-Bangladesh sporting relations already sit on edge. The flashpoint came when Kolkata Knight Riders released Mustafizur Rahman from the IPL despite buying him for 9.2 crore rupees. Bangladesh fans did not take that lightly.
The Bangladesh government stepped in and halted IPL broadcasts. Officials also asked the ICC to move Bangladesh’s matches away from India to Sri Lanka. Cricket quickly turned into a diplomatic battleground.
SG’s decision pours fuel on that fire. Sponsorship exits always hurt players first, but they also hit brand trust in the market. In Bangladesh, perception drives sales as much as performance.
India still dominates Bangladesh’s sports equipment market, especially in cricket and hockey. Pakistan supplies a smaller share, while local alternatives remain limited. That balance may now shift.
CA bats have already grown in popularity, backed by Tamim Iqbal’s business interests. MKS now smells opportunity as well. If SG steps away fully, rivals will not wait politely.
Many BPL players currently use SG bats, particularly those linked with the Sylhet-based franchise. A sponsor exit at the top level often ripples down fast. Retail sales in Dhaka could feel the drop quickly.
BCB officials fear the Mustafizur issue could damage all bilateral sporting ties. India already avoids bilateral series with Pakistan, and Bangladesh could join that list. If that happens, commercial partnerships will follow the same path.
