Arena365 swings for the fences and signs Nicholas Pooran in ‘New Model’ cricket partnership

LONDON, UK – In a move that signals a major shift away from traditional endorsement deals, Arena365 announced Thursday that it has signed T20 superstar Nicholas Pooran as its Official Brand Ambassador.

The announcement is being hailed not as a standard sponsorship but as the launch of a brand-new, connected model for athlete partnerships in cricket.

The former West Indies captain, widely recognised as one of the most explosive batsmen in world cricket, will front a platform that promises to ditch the “logos and posts” approach in favour of real-time moments and interactive fan experiences.

“This isn’t a traditional partnership,” said Tom Gant, Chief Marketing Officer at Arena365, in a direct shot at the status quo.

“Most partnerships in sport are just logos and posts. This isn’t. We’re building something that actually connects fans to the game in real time, faster, simpler, and built around how people experience cricket today. This is a different model, and it’s exactly where the space is going.”

The collaboration centres around Arena365’s cricket-first platform, designed for a global audience with a focus on speed, simplicity, and live engagement. From matchday experiences to real-time predictions, the goal is to make the game more immersive across every over.

For Pooran, who has left his mark on T20 leagues around the world, the decision to join the platform was about keeping pace with the modern fan.

“Cricket moves fast, and the way fans experience it should match that,” Pooran said. “Arena365 feels built for the moments that matter, live, simple, and right in the middle of the action. I’m excited to be part of something that’s pushing the game forward.”

Arena365 describes itself as a sports and entertainment platform for the next generation of fans. With cricket at its core, the company aims to become the world’s most recognisable cricket-first platform, connecting fans through premium gaming and storytelling that goes beyond the boundary line.

Executives hint that this partnership with Pooran is “only the beginning” of what the brand plans to build in the sport.

CMC