Cricket Canada Announces New Partnership with Halal Food Brand Mina®, Supporting Community Connections Through Canadian Cricket

TORONTO--(BUSINESS WIRE)--Cricket Canada is proud to announce a new partnership with Mina® (“Mina”), a Maple Leaf Foods halal brand, as an official partner supporting the growth of cricket across Canada. The partnership brings together one of Canada’s leading food companies with one of the country’s fastest-growing sports, united by a shared commitment to community, culture, and connection.

Cricket continues to experience rapid growth across Canada, driven by participation and fandom in communities where the sport is deeply rooted. Mina – a Zabeeha by Hand halal chicken brand known for bold flavour and products inspired by global tastes, will help Cricket Canada deepen engagement through community-focused initiatives that celebrate cricket’s role in bringing people together.

“Cricket is growing quickly across the country, and partnerships like this help us continue building meaningful pathways for athletes while expanding the sport’s reach in communities nationwide,” said Amjad Bajwa, President of Cricket Canada. “We’re excited to welcome Mina and Maple Leaf Foods to the Cricket Canada family and look forward to creating memorable experiences for fans and participants.”

As part of the partnership, - cricket fans will be given opportunities to connect with Mina during key Cricket Canada moments through sampling opportunities, community events, in‑venue activations, and year‑round social campaigns.

“Cricket is more than a sport; it’s a way communities connect. With Mina, a Zabeeha by Hand, HMA-certified halal brand, we’re showing up where that connection is strongest,” said D’Arcy Finley, Vie President, Brand and Marketing at Maple Leaf Foods. “We’re proud to stand with Cricket Canada and create moments that bring families and fans together across the country. As cricket’s momentum builds nationwide, Mina is honoured to be on the pitch with Cricket Canada.” Learn more about Mina halal meat and protein here.

The partnership also comes at a pivotal moment for the sport, as global attention turns toward the upcoming Cricket World Cup. With increased international visibility and growing domestic interest, Canada is experiencing heightened momentum around cricket at both the grassroots and elite levels. This collaboration positions Cricket Canada and Mina to engage fans during a period of unprecedented excitement, while reinforcing cricket’s role as a unifying cultural force across communities nationwide.

“This partnership reflects the momentum behind cricket in Canada and the unique opportunity to engage communities in authentic ways,” said Rahul Srinivasan, CEO of Boundaries North. “Mina and Cricket Canada share a community-first spirit, and we’re excited to support this collaboration through meaningful activations and storytelling that help grow the sport nationwide.”

Building the future of cricket in Canada

Cricket Canada continues to expand grassroots programming, improve development pathways, and strengthen engagement nationwide. Partnerships like this help Cricket Canada invest in the growth of the sport and inspire the next generation of Canadian cricketers.

About Cricket Canada

Cricket Canada is the official governing body for the sport of cricket in Canada, overseeing and promoting the development of the game at all levels. With a focus on inclusivity and excellence, Cricket Canada is dedicated to fostering a vibrant cricketing community and achieving success on the international stage. Cricket Canada is recognized by the International Cricket Council, the Government of Canada and the Canadian Olympic Committee.

About Mina®

Mina® is a trusted halal brand from Maple Leaf Foods, always Zabeeha by Hand and certified by the Halal Monitoring Authority (HMA). Proudly Canadian, Mina® offers a wide range of fresh, frozen, and packaged halal chicken products, delivering authentic quality and bold flavors. Mina ® is committed to creating products and experiences that celebrate culture, diversity, and communities across Canada.

About Maple Leaf Foods

Maple Leaf Foods (TSX: MFI) is a leading, protein-focused consumer packaged goods company headquartered in Mississauga, Ontario. It proudly produces responsibly-made, delicious food under powerhouse brands that include Maple Leaf®, Maple Leaf Prime®, Maple Leaf Natural Selections®, Musafir™, Schneiders®, Mina®, Greenfield Natural Meat Co.®, LightLife® and Field Roast®. Committed to Raising the Good in Food and bringing customers protein with purpose, Maple Leaf Foods delivers shared value for all its stakeholders by leading the way in safety and sustainability, building loved brands, operating with excellence, developing extraordinary talent, and broadening its impact through innovation and geographic reach.