TCS makes a fresh push into cricket with new digital partnership

Tata Consultancy Services (TCS) has forayed into cricket at the league level, signing a multi-year partnership with the European T20 Premier League (ETPL) as its Digital Transformation Partner.

Under the partnership, TCS will work on the league's digital ecosystem, including fan engagement, ticketing, live match experiences and personalised content. The company will also use data and artificial intelligence across areas such as player development and commercial partnerships, according to the announcement.



TCS had previously entered the cricket ecosystem in 2009, when it became the technology partner of Rajasthan Royals in the Indian Premier League. The company provided IT solutions aimed at improving operations, on-field performance, and fan engagement.

The move is also part of TCS's wider presence in sports technology. In June, the company signed a multi-year partnership with Tottenham Hotspur as the English Premier League club's Digital Transformation Partner. The engagement covers areas including fan experience, club operations, analytics and the club's wider digital ecosystem.

The ETPL is an ICC-sanctioned T20 competition involving teams from Ireland, Scotland and the Netherlands. Its inaugural season is scheduled to begin on August 26, with matches to be played in the Netherlands and Ireland.