TCS joins European T20 Premier League as digital transformation partner

The multi-year partnership will focus on AI, data and digital platforms to enhance fan engagement and support the league’s growth.

afaqs! news bureau21 Aug 2026
15:54IST
New Update

The European T20 Premier League (ETPL) has partnered with Tata Consultancy Services (TCS) as its Digital Transformation Partner in a multi-year agreement.

Under the partnership, TCS and ETPL will work on developing an AI-powered digital ecosystem covering fan engagement, commercial partnerships, player development and grassroots cricket.

The partnership comes ahead of ETPL’s inaugural season, scheduled from August 26 to September 20, 2026. The league will feature six city-based franchises representing Ireland, Scotland and the Netherlands, with matches to be played in Voorburg, Netherlands, and Malahide, Ireland.

As part of the partnership, TCS will support ETPL across fan engagement, ticketing, live match experiences, personalised content and digital platforms. The two organisations will also explore the use of data-driven insights and emerging technologies to create opportunities for commercial partners.

Saurav Banerjee, co-founder, European T20 Premier League (ETPL), 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.”

Vinay Singhvi, head of UK and Ireland, TCS, 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 for this initiative. We continue to invest in UK & Ireland and are contributing towards building healthier futures and lifestyles through Sports.”

Girish Ramachandran, president, TCS Growth Markets, added: “Our partnership with ETPL represents an important milestone in TCS’ 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.”

Priyanka Kaul, co-founder, European T20 Premier League (ETPL), 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.”

The partnership positions technology as a key part of ETPL’s plans as it prepares for its first season and looks to build a year-round digital community around cricket in Europe.

Tata Consultancy ServicesEuropean T20 Premier League
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