Cricket sparks interest overseas, creating a goldmine opportunity for media and tech

Media, marketers, and technology firms have a unique opportunity to shape the future of cricket by boosting fan engagement in rapidly growing markets such as the US while securing a foothold in the next big wave of sports innovation. The opportunity lies in embedding digital and emerging technologies and forming strategic partnerships with leagues such as the new US Major League Cricket (MLC) and the various firms supporting those leagues. Now is the time for enterprises and technologists to invest in transformative technologies and shape cricket’s trajectory in untapped markets before competitors take the lead.

Early investors in cricket’s global expansion will find significant rewards

Cricket’s global success is impossible to ignore. The Indian Premier League (IPL) cricket tournament is a global phenomenon, with more than $16 billion in all-time revenue and an international audience of 1.4 billion since its launch in 2008. Viacom18 and Disney’s Star India acquired the media rights for the IPL’s 2023 to 2027 seasons for approximately $6.2 billion, more than double the $2.4 billion for the previous five years.

While the IPL highlights cricket’s dominance in India, the next step for the sport involves expanding this model to untapped markets such as North America. The newly formed MLC has steadily gained traction across the US since its debut in 2023. Team USA, a first-time participant in the Men’s T20 World Cup, 2024, defied all expectations in progressing to the second group stage, beating cricket giant Pakistan and almost toppling India along the way, increasing the sport’s visibility in North America and establishing the team as a respected contender.

India’s position as a global IT services hub and (many would passionately argue) the heart of cricket presents a powerful opportunity for enterprise leaders. By leveraging their employees’ dual roles as fans and technologists, IT service providers can transform cricket’s reach by deploying innovative technologies across leagues in collaboration with global media firms to help position cricket as a mainstream sport in North America.

Cricket’s next big play is to ascend in North America’s sports economy

The cricketing universe eagerly anticipates international growth. Major sports leagues across various categories have proven successful in North America, and now cricket is joining the party. The evolving Major League Cricket has had measurable year-to-year success. In July 2023, the inaugural season of MLC took place, with more than 70,000 fans attending the 18-day, six-team tournament. The debut tournament reached 87 countries and exceeded expectations by generating approximately $8 million in revenue. MLC aims to expand to ten franchises by the 2025 tournament, construct stadiums for each team, and increase its schedule to 34 games.

 In May 2022, Microsoft CEO Satya Nadella was among the lead investors in MLC, contributing to a $120 million funding round to establish the league. Nadella’s passion for cricket and its international adoption is further highlighted through his co-ownership of the Seattle Orcas, an MLC franchise. In July 2024, the league secured an additional $159 million in funding, indicating strong investor confidence in the league’s potential.

As MLC continues its internal growth and garners external praise, the opportunity is clear—technology and service providers can align with this emerging league to shape its evolution and capitalize on its growing fanbase.

The game plan to bowl over cricket in America

Technology enterprises can take cues from how data and analytics have revolutionized fan engagement in other sports to transform cricket’s appeal in America. For example, IBM’s decades-long partnership with Wimbledon uses AI-powered tools to deliver real-time match insights, personalized highlights, and statistical analysis tailored to each fan’s preferences, making the sport more interactive and immersive for global audiences. Similarly, the NFL’s collaboration with Amazon Web Services (AWS) has elevated fan engagement by leveraging advanced data analytics to create tools like ‘Next Gen Stats,’ which offer fans unprecedented insights into player performance, team strategies, and predictive outcomes. TCS, as the title and technology sponsor of the New York City and London Marathons, among others, has implemented an app that follows runners through an interactive course view.

These approaches can serve as blueprints for cricket leagues such as MLC to captivate US audiences. As a sport rich in data, AI and machine learning can analyze statistics—from ball-by-ball performance to player metrics—and deliver insights through digital platforms and apps, helping fans engage more deeply with the game. Personalized highlights could focus on a fan’s favorite players or match-defining moments, while real-time stats could break down complex plays into easily digestible insights for casual viewers. These innovations enrich the fan experience and help simplify cricket’s complexity for a new audience.

Meanwhile, media enterprises are essential for localizing and embedding cricket’s story into American culture. Educational campaigns that simplify cricket’s rules, emotional narratives about players and rivalries, and regional marketing can make the sport relatable to new audiences. Streaming platforms with interactive features and non-match content like documentaries and player profiles will engage fans year-round. Additionally, leveraging social media can amplify cricket’s reach, fostering connections with younger audiences and creating a vibrant online community to sustain interest between seasons.

Cognizant’s role as the title partner of MLC is a significant milestone, showcasing the league’s potential as a platform for technology-driven innovation. However, as with any emerging sports league, MLC’s success depends on a broad ecosystem of collaborators. Cognizant alone cannot address every area of need. The league requires more than sponsorship—it needs specialized innovations across multiple dimensions: fan engagement, operational scalability, and content localization. For technology and media enterprises, this creates an opportunity to bring complementary solutions to the table, align with MLC, and secure early adopter advantages in a growing market.

The Bottom Line: The IPL has proved dominant in India while the MLC seeks to spur growth overseas. The window of opportunity is wide open, and now is the time for media, marketing, and technology companies to seize it.

Cricket’s evolution from a beloved sport in India and a handful of Commonwealth countries to a flourishing market in North America presents growth, innovation, and collaboration opportunities. The emergence of Major League Cricket demonstrates a booming potential to captivate new audiences and generate revenues in an untapped market.