Dublin Guardians have expanded their commercial portfolio during the inaugural European T20 Premier League (ETPL) season, adding Hexaware Technologies as an official partner and cricket-focused digital platform CREX as their official fan engagement partner.
The partnerships come as the Dublin franchise continues its campaign in the new European competition, having already played four matches in the inaugural season. The agreements add to the team’s commercial ecosystem while the Guardians seek to build their identity and connect with audiences in a developing European cricket market.
Hexaware’s partnership extends the technology and digital services company’s growing presence in franchise cricket. The company previously entered the space through its association with Major League Cricket‘s San Francisco Unicorns, with the Dublin Guardians deal giving it a presence in the emerging European franchise ecosystem.
Parameshwaran Iyer, Executive Vice President, Head – UK and Europe, Hexaware, said, “The opportunity to support local talent is an important part of what appealed to us. The ETPL can give more players across Europe the chance to compete at a higher level and help strengthen the game from the grassroots up. We’re pleased to support Dublin Guardians as part of that effort.”
Rahul Dravid, Chairman, Dublin Guardians, added, “I’m delighted to welcome Hexaware as a partner of the Dublin Guardians for our inaugural season. It’s exciting to have organisations like Hexaware that share our belief in teamwork, ambition, and excellence alongside us as we begin this journey.”
Ajit Ravindran, CEO, Dublin Guardians, continued, “Hexaware is a strong addition to the Dublin Guardians journey. Its focus on building local capability in the markets where it operates connects well with what we’re trying to do here. For us, that means creating more opportunities for local players to develop and compete at a higher level.”
Dublin Guardians have also brought CREX on board as their official fan engagement partner. The cricket-focused digital platform will be associated with the franchise’s efforts to deepen its relationship with supporters and create greater interaction around the team and its players.
CREX’s appointment as official fan engagement partner adds a digital layer to the Guardians’ commercial strategy. The cricket platform, known for live scores, statistics and cricket-focused content, will support the franchise’s efforts to strengthen engagement with its supporters.
With the ETPL featuring franchises from Dublin, Belfast, Edinburgh, Glasgow, Rotterdam and Amsterdam, the partnerships underline the commercial opportunity emerging around European franchise cricket. For Dublin Guardians, the combination of a global technology services brand and a cricket-native digital platform provides two distinct avenues to build brand visibility and fan engagement as the inaugural tournament progresses.
