Professional cricketer Aaron William Benjamin is stepping out with global sportswear leader New Balance for his upcoming season, highlighting a growing trend of elite talent from cricket’s emerging nations being recognised by world-class brands
The 25-year-old Benjamin joins an exclusive cohort of players from Associate nations gaining recognition alongside the sport’s premier brands. This shift reflects the increasing visibility of the game beyond its traditional powerhouses and demonstrates how top-tier manufacturers are now being championed by emerging global talent.
New Balance has maintained a dominant presence in international cricket over the past decade, with world-class athletes such as Joe Root and Kane Williamson among the brand’s most visible figures. Beyond the pitch, the Boston-based company remains one of the world’s largest sportswear manufacturers, consistently ranked alongside industry leaders Nike, Adidas, and Puma.
While high-level equipment associations for players from Associate nations were once uncommon, the landscape is changing. Major brands are increasingly seen in the hands of cricketers from outside “Full Member” sides and high-profile franchise competitions. Benjamin’s choice of New Balance for his upcoming fixtures stands out as a significant milestone for an emerging Associate cricketer.
Part of this shift can be attributed to the rising profile of Associate cricket globally. Recent ICC tournaments have seen emerging nations consistently outperform expectations, attracting significant global viewership. At the same time, the rapid growth of franchise leagues has created new platforms for players to showcase their abilities. Benjamin himself gained vital exposure through the 2026 Revo Premier League in Sri Lanka, where matches were broadcast nationwide via Dialog Television.
This high-profile association arrives at a pivotal moment in Benjamin’s career. He is currently preparing for his upcoming season in London, where he is set to represent Worcester Park Cricket Club in the Surrey Cricket Championship during the English summer.
While professional associations do not define a player’s entire trajectory, they serve as a powerful barometer of professional standards. For Benjamin, linking up with one of the sport’s most iconic global brands marks a landmark achievement as he takes the next step in his professional journey.
