21 January, 2026
[TORONTO, ON – January 21, 2026]
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.
