Cricket's Family-Friendly League Forbids Tymal Mills' Endorsement of OnlyFans, According to ECB's Decision
In a move that highlights the delicate balance between athlete autonomy and league identity, the England and Wales Cricket Board (ECB) has denied permission for cricketer Tymal Mills to display the OnlyFans logo during The Hundred tournament.
Mills, a professional cricketer who represents Southern Brave in The Hundred, has signed with OnlyFans. The platform, known for its adult content, has been a controversial topic in the world of sports, with mixed public perceptions.
Tymal Mills, who is regarded as one of the most reliable match-winners in The Hundred, had intended to display the OnlyFans logo on his cricket bat. However, the ECB's decision reflects their commitment to maintaining the family-friendly image of The Hundred, a new tournament aiming to modernize cricket and attract non-traditional audiences.
The ECB's stance on OnlyFans logos is in line with their regulations and ethical standards, which typically include restrictions on advertising and branding to ensure that the sport maintains its ethical image.
Mills' OnlyFans page will focus on cricket-related and lifestyle content, but without in-game promotion. This decision sends a clear message that personal sponsorships must align with the league's overarching ethos. However, it also raises questions about freedom of expression for players and the evolving methods they use to monetize their careers.
This incident is not the first time an athlete has faced issues with a governing body over OnlyFans ties. British canoeist Kurts Adams Rozentals was suspended by Paddle UK in May 2025 for similar reasons.
The incident involving Tymal Mills and the ECB's decision has ignited a wider conversation about personal branding in professional sports. Governing bodies may face increasing pressure to reconsider the boundaries between image protection and player independence as more athletes explore alternative revenue streams.
Despite the controversy, Mills took 3-22 and scored 6 runs in the opening match of The Hundred 2025 for Southern Brave, demonstrating his significant impact on the sport.
As sports and social media branding become increasingly intertwined, leagues and governing bodies will continue to grapple with these complex issues. The Hundred's marketing strategy emphasizes accessibility and a family-friendly image, carefully controlling its image to maintain its appeal. However, the Mills case underscores the challenges that lie ahead in navigating the collision of digital-era personal branding with traditional sporting values.
- The England and Wales Cricket Board (ECB) is responsible for setting rules and guidelines for The Hundred tournament.
- The ECB has strict policies against promoting adult content or services that may not align with the tournament's values or target audience.
- Professional sports leagues have comprehensive guidelines for athlete sponsorships and branding, often prohibiting the promotion of products or services that are deemed inappropriate or conflicting with the league's image.
- Athletes are increasingly building their personal brands through various means, including sponsorships and endorsements, but they must comply with the governing body's rules to avoid any conflicts or controversies.
- Leagues and governing bodies also emphasize the importance of social responsibility, ensuring that athletes' branding decisions align with broader societal values and standards.
- The England and Wales Cricket Board (ECB), as the governing body of The Hundred tournament, establishes the rules and guidelines for the competition.
- The ECB, in line with The Hundred's marketing strategy, maintains strict policies against promoting adult content or services that may not adhere to the tournament's values or target audience.
