LONDON — England fast bowler Tymal Mills has been barred from displaying a logo promoting his OnlyFans account on his bat during The Hundred, sparking discussions about sponsorship regulations in cricket. The decision, confirmed by tournament organizers, highlights the ongoing tension between athlete endorsements and league branding policies.
Mills, who plays for Southern Brave in The Hundred, had planned to feature the OnlyFans logo—a platform known for adult content—on his bat as part of a personal sponsorship deal. However, the England and Wales Cricket Board (ECB) and The Hundred’s governing body ruled that the logo violated their guidelines on appropriate branding. A spokesperson stated, "All player equipment must adhere to our commercial and decency standards, and this particular sponsorship does not meet those criteria."
The Controversy Over Sponsorship Rules
The decision has reignited debates about the flexibility of sponsorship regulations in modern cricket. While players in The Hundred are permitted to have personal sponsors, the ECB maintains strict control over the types of brands that can be promoted during matches. Key factors considered include:
- Brand alignment: Sponsors must not conflict with the league’s values or image.
- Audience appropriateness: Content must be suitable for all ages, given cricket’s family-friendly audience.
- Legal compliance: Sponsors must not promote illegal or restricted products (e.g., gambling, tobacco).
Mills, who has been open about using OnlyFans to share fitness and behind-the-scenes cricket content, argued that his partnership was non-explicit. He told The Telegraph, "This isn’t about adult content—it’s about athletes monetizing their personal brands in new ways."
ECB’s Stance on Player Endorsements
The ECB’s decision reflects broader caution around associations with platforms like OnlyFans, which have faced scrutiny despite hosting non-adult creators. A tournament insider explained, "While we support players’ commercial opportunities, we must protect the league’s reputation and ensure sponsorships are in line with our standards."
This isn’t the first time cricket has grappled with sponsorship boundaries. In 2019, the ECB banned teams from featuring betting sponsors on shirts, and in 2023, the IPL enforced similar restrictions. However, Mills’ case is unique due to the platform’s controversial perception.
Player Reactions and Industry Trends
Other athletes have voiced support for Mills, noting the growing trend of sports personalities leveraging subscription-based platforms for fan engagement. Australian cricketer Adam Zampa, who also promotes an OnlyFans page for fitness content, tweeted, "Athletes should have the freedom to work with brands that align with their personal brand, within reason."
Meanwhile, marketing experts suggest leagues may need to revisit sponsorship policies as digital platforms evolve. Simon Chadwick, a sports business professor, noted, "The lines between ‘appropriate’ and ‘inappropriate’ are blurring. Governing bodies must adapt without compromising integrity."
What’s Next for Mills and The Hundred?
Mills has accepted the ruling but hinted at future discussions with the ECB. "I respect the decision, but hope we can find a middle ground as athlete sponsorship evolves," he said. The Hundred, meanwhile, faces calls to clarify its guidelines to avoid similar disputes.
The incident underscores a larger conversation about athlete monetization in the digital age. With traditional sponsorships declining, players are exploring alternative revenue streams—a trend leagues can’t ignore. As one agent put it, "Cricket’s sponsorship rules were written for a different era. They need updating."
For now, Mills will compete without the OnlyFans logo, but the debate over athlete endorsements in cricket is far from over. The ECB’s next move could set a precedent for how sports leagues worldwide navigate the intersection of personal branding and professional regulations.