TCS named digital partner for European T20 Premier League
Mon, 24th Aug 2026 (Today)
TCS has become the Digital Transformation Partner of the European T20 Premier League under a multi-year agreement, linking the technology group with Europe's new franchise cricket competition.
The partnership centres on building a digital system for the league using artificial intelligence, data and other technologies. ETPL said the work will cover fan engagement, ticketing, live match experiences, personalised content, player development, grassroots cricket and digital platforms for the competition.
Organisers are positioning technology as a core part of the tournament from the outset. Described as Europe's first ICC-sanctioned franchise T20 league, the competition is set to feature six city-based franchises representing Ireland, Scotland and the Netherlands, with matches in Voorburg and Malahide.
For TCS, the agreement adds another sports-related partnership as it seeks to deepen its presence in the sector. The arrangement also forms part of its wider investment in the UK and Ireland.
Digital focus
ETPL said the collaboration is meant to create a connected digital environment around the league, rather than focus only on matchday services. That includes tools for supporters, data-led commercial products for sponsors and partners, and systems designed to support year-round interaction with the competition.
The league's backers are aiming to launch a sports property with digital operations built in from the start, rather than added later. That reflects a broader trend across professional sport, as organisers seek to build direct relationships with fans and gather more detailed audience data across streaming, ticketing and online channels.
Organisers also want technology to support the league's commercial model. ETPL said the partnership would help create richer opportunities for commercial partners through data-driven insight and new digital experiences.
Saurav Banerjee, co-founder of the European T20 Premier League, said: "The European T20 Premier League has been built with the ambition of creating a modern, globally relevant sporting property from day one. Technology is one of the defining pillars of ETPL, shaping how we engage fans, create value for our partners and innovate as we grow. We are delighted to welcome TCS as our Digital Transformation Partner. Their global expertise and commitment to innovation make them an ideal partner as we build the future of cricket in Europe together."
Sports strategy
The agreement also sheds light on how TCS is approaching the sports market. The ETPL partnership builds on work across marathons, e-Prix events and sports technology partnerships in the UK.
Technology companies have increasingly used sport as a route into consumer-facing digital services, with projects ranging from fan apps and venue systems to analytics and tailored content. For cricket leagues in particular, digital tools can help sustain engagement outside live broadcasts and create more inventory for advertisers and sponsors.
Vinay Singhvi, head of UK and Ireland at TCS, linked the deal to changing audience behaviour across multiple platforms.
He said: "Cricket is entering a new era of fan engagement, where technology is reshaping how audiences experience the sport across an ever-expanding range of platforms. Our partnership with the European T20 Premier League gives us a unique opportunity to bring TCS's AI-powered solutions to this initiative. We continue to invest in the UK and Ireland and are contributing towards building healthier futures and lifestyles through sport."
His comments suggest TCS sees the partnership as both a sports media project and a regional business signal. The company is already active across several major sporting events, and the ETPL deal gives it visibility in a new cricket competition aimed at audiences across multiple European markets.
Girish Ramachandran described the agreement as part of a broader push into sport.
He said: "Our partnership with ETPL represents an important milestone in TCS's growing focus on the sports sector, building on our work across marathons, e-Prix events and more recent sports technology partnerships in the UK. We believe cricket is a powerful cultural force that brings together communities, families and fans, and ETPL presents an exciting opportunity to help grow the game across Europe through technology and innovation."
League model
For ETPL, the deal is also a statement about how the league wants to position itself in a crowded global sports market. Rather than rely solely on the T20 format, organisers are emphasising digital products, audience insight and commercial services as part of the league's appeal.
That matters for a new competition spanning Ireland, Scotland and the Netherlands, where audience development will be as important as match operations. A year-round digital community could help the league maintain visibility between fixtures and build recognition beyond existing cricket followers.
Priyanka Kaul set out that commercial rationale directly.
She said: "Technology sits at the heart of modern sports marketing. It enables leagues to better understand their audiences, create richer fan experiences and deliver greater value for commercial partners. TCS is the ideal partner to help us build an innovative, digital-first and future-ready sports property."