TCS Partners with European T20 Premier League to Build AI-Powered Digital Ecosystem

TCS joins European T20 Premier League as digital transformation partner

Tata Consultancy Services will partner with the European T20 Premier League. They will develop an AI-powered digital ecosystem for the new cricket league. This partnership aims to enhance fan engagement and live match experiences. Technology will be central to the league's audience and commercial strategy. The league's inaugural season is scheduled for August and September. Tata Consultancy Services (TCS) has joined the European T20 Premier League (ETPL) as its digital transformation partner under a multi-year agreement, with the two organisations set to develop an AI-powered digital ecosystem for the new franchise cricket league. The partnership will focus on using artificial intelligence, data analytics and emerging technologies to enhance fan engagement, live match experiences, ticketing and personalised content, while creating new digital opportunities for commercial partners, players and other stakeholders. Also Read: Abhishek Bachchan-backed European T20 Premier League eyes $20 million fundraise The ETPL, Europe's first ICC-sanctioned franchise T20 league, is scheduled to hold its inaugural season from August 26 to September 20, featuring six city-based franchises representing Ireland, Scotland and the Netherlands. Matches will be played in Voorburg in the Netherlands and Malahide in Ireland. As part of the partnership, TCS will support the league's digital platforms and work with ETPL to build a year-round digital community around the competition. The companies will also explore technology applications aimed at supporting player development, grassroots cricket and the league's broader commercial growth. "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," ETPL co-founder Saurav Banerjee said. TCS said the partnership comes as technology increasingly reshapes how sports audiences consume and interact with live events across digital platforms. Also Read: JioStar, TNT Sports, Willow and Cricbuzz secure broadcast rights for European T20 Premier League "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," said Vinay Singhvi, head of UK and Ireland at TCS. ETPL co-founder Priyanka Kaul said technology would be central to the league's strategy for building its audience and commercial proposition. "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," she said. The partnership makes technology a central pillar of ETPL's long-term plans as the league seeks to establish a new franchise cricket ecosystem in Europe and expand the sport's reach beyond its traditional markets.

Tata Consultancy Services Joins European T20 Premier League as Digital Transformation Partner

Multi-year partnership brings together one of the world's leading technology companies and Europe's newest franchise cricket league to redefine the digital fan experience through AI and innovation. The European T20 Premier League (ETPL) today announced Tata Consultancy Services (TCS) (BSE: 532540, NSE: TCS), a global leader in IT services, consulting and business solutions, as its Digital Transformation Partner in a multi-year agreement. Through this partnership, ETPL and TCS will collaborate to shape an AI-powered digital ecosystem that enhances the experience for fans, players, commercial partners and stakeholders. Together, ETPL and TCS will work to create a connected digital ecosystem that enhances every aspect of the league- from fan engagement and commercial partnerships to player development and grassroots cricket - through AI, data and emerging technologies. The collaboration reinforces ETPL's commitment to launching Europe's first ICC-sanctioned franchise T20 league on a foundation of advanced technology, while building a year-round digital community to drive long-term growth. Scheduled from 26 August to 20 September 2026, ETPL will feature six city-based franchises representing Ireland, Scotland and the Netherlands, with matches played in Voorburg, Netherlands, and Malahide, Ireland. As the Digital Transformation Partner, TCS will support ETPL's digital ambitions across fan engagement, ticketing, live match experiences, personalized content and the league's digital platforms, while creating richer opportunities for commercial partners through data-driven insights and digital innovation. The partnership reflects a shared commitment to using technology to shape the future of cricket in Europe. As ETPL grows, both organizations will continue to explore how artificial intelligence, data analytics and emerging technologies can elevate fan engagement, strengthen commercial opportunities and create new digital experiences that support the league's long-term vision. 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." As ETPL prepares for its inaugural season, the partnership establishes technology as a cornerstone of the league's long-term vision, creating richer experiences for fans, greater opportunities for commercial partners and a platform for the continued growth of cricket across Europe.