Urban-Gro Eyes Massive Cricket Gold Rush As LPL Auction Nears

urban-gro Inc. (NASDAQ:UGRO) shares jumped on Monday after the company outlined its expansion into the global T20 cricket market. The move builds on the momentum from its recent merger with Flash Sports & Media and the IPG platform. UGRO remains near recent highs after a strong run, with technicals indicating sustained but moderating momentum. LPL Entry And Key Milestones The company said it will participate in the Lanka Premier League (LPL) Season Six player auction, targeted for May 15, 2026. The move marks a key step in its strategy to monetize media rights, sponsorships, and live experiences. The opportunity targets a global cricket audience estimated at 2.5 billion. urban-gro outlined key LPL milestones, including a player registration window from April 18 to May 2. Franchise onboarding is set to be completed by April 18, ahead of the auction process. The tournament will run from July 9 through August 7, supporting early engagement and team formation. Platform Strategy And Expansion The move builds on the company's earlier merger involving Innovative Production Group (IPG) and Flash Sports & Media. The transaction added a portfolio of T20 cricket league rights, including the Lanka Premier League, to the platform. The combined structure aims to centralize sponsorship revenue and upgrade broadcast production to 4K quality. It also targets recurring revenue growth across South Asia and expansion into Bangladesh and the United Arab Emirates. Structure And Leadership Commentary The company said its involvement in the LPL is limited to contractual services through IPG and does not include ownership of any franchise. Bradley Nattrass, Chief Executive Officer of urban-gro, Inc., stated: “The player auction represents a key milestone in the LPL ecosystem, which we believe may support early engagement from sponsors, media partners, and fans ahead of tournament play. “Through Flash Sports & Media and IPG, we are focused on executing across production, commercialization, and distribution to support long-term strategic objectives.” UGRO Stock Performance UGRO is trading 178.3% above its 20-day SMA and 209.3% above its 100-day SMA. Shares have gained 74.36% over the past 12 months. The stock is trading closer to its $37.00 high than its $2.02 low. The RSI is 60.54, which sits in neutral territory after the stock previously pushed into overbought levels on 2026-03-23. MACD is bullish with the MACD line at 4.3661 above the signal line at 1.8109, and a positive histogram reading of 2.5552. The combination of RSI above 50 and a bullish MACD suggests mixed momentum, with trend strength still in place but less "early-stage" than it was earlier in the move. Key Resistance: $19.50 UGRO Stock Price Activity: urban-gro shares were up 22.8% at $21.63 at the time of publication on Monday, according to Benzinga Pro data. Image by imagedb.com via Shutterstock