They’ve signed on as co-sponsor for the India vs Sri Lanka Test series in 2026. Yes, the *Test* series. Not IPL. Not T20. The long-form, patience-testing, grit-filled format. And that’s what makes this interesting. Why sponsor a Test series when everyone’s glued to IPL and T20 World Cups? Because Parimatch knows something most brands miss; Test cricket still owns the hearts of millions, especially in India and Sri Lanka. It’s where legends are built. Where comebacks happen. Where fans actually sit through 5 days of play. This isn’t just about branding. It’s about building trust. By aligning with a format that values tradition, grit, and loyalty, Parimatch is silently telling cricket fans: “We’re here for the real deal.” Plus, the timing is spot on. With uncapped off-spinner Saransh Jain getting his first call-up, and Jadeja returning to the squad, there’s real drama brewing. Fans will tune in. And brands like Parimatch? They’ll be right there; with banners in Galle, ads on Sony Sports, and digital buzz rolling in. The bigger story? Cricket sponsorship is evolving. It’s not just about flashy leagues anymore. It’s about connecting with the soul of the game; Test matches, rivalries, underdog stories. And Parimatch just made its move.