TCS Partners with European T20 Premier League to Drive Digital Transformation

The European T20 Premier League (ETPL) has partnered with Tata Consultancy Services (TCS) as its Digital Transformation Partner under a multi-year agreement, bringing technology and AI to the centre of the league’s plans for its inaugural season.

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

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

AI-Powered Fan Engagement

As part of the partnership, TCS will support ETPL across areas including fan engagement, ticketing, live match experiences, personalised content and digital platforms.

The organisations will also explore data-driven insights and emerging technologies to create new opportunities for commercial partners and strengthen the league’s digital ecosystem.

Saurav Banerjee, Co-founder, European T20 Premier League, said the league was built with the ambition of creating a modern and globally relevant sporting property from the outset.

He added that technology is a defining pillar of ETPL, influencing how the league engages fans, creates value for partners and innovates as it grows. Banerjee described TCS’s global expertise and focus on innovation as key strengths for the partnership.

TCS Expands Sports Technology Focus

Vinay Singhvi, Head of UK and Ireland, TCS, said cricket is entering a new era of fan engagement, with technology reshaping how audiences experience the sport across multiple platforms.

According to Singhvi, the partnership provides TCS with an opportunity to bring its AI-powered solutions to the initiative while continuing its investment in the UK and Ireland and supporting healthier futures and lifestyles through sports.

Girish Ramachandran, President, TCS Growth Markets, said the partnership represents an important milestone in TCS’s growing focus on the sports sector.

The company’s sports-related work includes partnerships across marathons, e-Prix events and sports technology initiatives in the UK. Ramachandran highlighted cricket’s ability to bring communities, families and fans together and said ETPL provides an opportunity to help grow the game across Europe through technology and innovation.

Building a Digital-First Cricket Property

Priyanka Kaul, Co-founder, European T20 Premier League, said technology is central to modern sports marketing, enabling leagues to better understand audiences, develop richer fan experiences and deliver greater value to commercial partners.

She described TCS as a partner well positioned to help ETPL develop an innovative, digital-first and future-ready sports property.

The partnership places technology at the heart of ETPL’s preparations for its first season, while supporting its broader ambition to create a year-round digital community around cricket in Europe.