Partnership to deliver fans next-generation sports experiences including real-time interactions and unique collaborations with world-class athletes
Sydney, Australia, and Washington, D.C. Oct. 9, 2025 – The biggest moments in cricket and tennis are about to get even bigger on X. Winners Alliance, the group commercial rights representative for more than 750 professional cricketers and tennis players worldwide, has joined forces with X, the platform where global sports fandom lives in real time.
The collaboration will showcase the star power of leading cricketers and tennis players on X, pairing athlete-driven storytelling with the platform’s unmatched reach and engagement to create high-impact moments that bring fans closer to the action.
X will bring athletes and their stories into the spaces where fans are most engaged, including Search and Game Pages, with an emphasis on the sports’ biggest stages and most marquee moments. Fans will see real-time content surfaced more intentionally around live matches, with player content, schedules, standings, and game information integrated directly into Search and other surfaces for a deeper, more dynamic experience.
“This partnership joins two powerful forces in global sport: the collective star power of hundreds of world-class athletes and the unmatched reach of X,” said Rob Sanzillo, Chief Growth Officer, Winners Alliance. “By bringing leading cricketers and tennis champions onto the platform where fans are extremely active and engaged, we’re delivering real-time, high-impact experiences that connect athletes and fans in meaningful new ways and offer huge value for brands.”
“I see every day how much cricket and tennis mean to communities in the Asia-Pacific region and fans worldwide,” said Tim Cruickshank, Vice President of Commercial Partnerships Asia-Pacific, Winners Alliance. “That’s why this partnership with X is so exciting. It opens up new possibilities for athletes to grow their presence and connect with fans in real time, and it creates fresh opportunities for them to be part of global conversations in ways we’ve never seen before. The potential ahead is enormous.”
“Users consistently turn to X as their go-to resource for following live sports, and we’re evolving our offerings to make that experience even more dynamic and a seamless second-screen experience,” said Tim O’Mahony, X’s Head of International Content Partnerships. “By partnering with Winners Alliance, we’re bringing the world’s top cricketers and tennis players directly into the conversation, giving fans closer access to the athletes they admire and the moments that matter most.”
The partnership initially aims to elevate athlete visibility on the platform, while also laying the groundwork for future integrations. By working with Winners Alliance, X will be able to bring player-driven elements into partner packages, with potential player-led activations such as X original content series, bespoke branded content, and live X Spaces conversations. These innovations will expand how fans connect with their favorite athletes across tennis and cricket.
Winners Alliance works directly with player associations and athlete collectives across sport to represent the group commercial rights of professional tennis players, cricketers, track athletes, EuroLeague basketball players, and college football players. By building opportunities in licensing, partnerships, content, and events, Winners Alliance helps athletes capture the value they create and connect more meaningfully with fans on the court, the pitch, and everywhere beyond.
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About X
X is the trusted digital town square where people around the world come to discuss, discover, and engage with the world’s biggest cultural moments. Through real-time content, community, and conversation, X brings users closer to what they love and believe. xAI strengthens this proposition, moving the platform from a mirror reflecting the world’s conversation to an essential tool in the pursuit of human progress.
About Winners Alliance
Winners Alliance is a global, athlete-centric commercial solution dedicated to creating novel group licensing, sponsorship, partnership, content, investment, and event opportunities for world-class athletes collectively. Launched in 2022, Winners Alliance represents the group commercial rights of thousands of athletes worldwide across professional tennis (Professional Tennis Players Association), cricket (World Cricketers’ Association), track (Grand Slam Track), basketball (EuroLeague Players Association), and college football (Pathway Sports & Entertainment). Learn more at www.winnersalliance.com and follow @WinnersAlliance on LinkedIn, Instagram, and X.