YASH Technologies, a global leader in digital transformation services, forged ties with Minor League Cricket (MiLC), the premier developmental league for cricket in the United States.
YASH Technologies is the global leader in digital transformation services. With an emphasis on providing value-driven solutions, YASH assists its clients in reimagining their organisations and driving innovation. The organisation provides a variety of services, including strategic advising, technology consultancy, and digital transformation.
This agreement is an important step for MiLC, which wants to increase cricket’s reach in the United States and provide a world-class experience for both spectators and players.
As MiLC’s presenting partner, the brand plays a critical role in the league’s expansion and development. The company’s expertise in technology and innovation helps MiLC improve its operations, increase fan engagement, and provide a platform for budding cricketers to exhibit their talent.
MiLC’s agreement with YASH Technologies also includes the latter’s logo featured in all major league events, involving matches, promotions, and media coverage.
To learn more about this, SportsMint Media had the privilege of interviewing Mr Harsh Baheti, Assistant Vice President, YASH Technologies.
In an exclusive interview, Mr Baheti discussed the partnership’s goals, the success of US cricket that led to this deal, future development, and other topics.
1. Could you tell us about the objectives YASH Technologies hopes to achieve with this collaboration?
YASH’s involvement in Cricket has multi-fold objectives aligning with our vision for Excellence, Innovation, Talent Development, Health and Wellness and Community Development. The collaboration with MLC and MiLC are strategic and are in line with this vision. We believe the MiLC will be a major enabler for the long-term development, viability and sustainability of cricket in the US, and we want to play a role in helping drive towards that goal.
2. Did US cricket’s success at the T20 World Cup play a major role in deciding to collaborate with Minor League cricket?
The impetus to get involved with cricket came from YASH leadership’s strong interest in and love for the game. We have made a significant push for cricket in the USA over the last couple of years, emerging as one of the sport’s leading backers. Many in the YASH leadership trace their early years to playing the game with gusto in India and the local leagues here. Some current and previous employees were also avid players, with a few having played first-class cricket, including the Ranji tournament and leagues here. The Baheti family which owns YASH is one of the founding investors in ACE (American Cricket Enterprises) for Major League Cricket, with several notables, including Satya Nadella, Shantanu Narayen, Soma Somasegar, Ross Perot Jr. We participated in the Series A funding of MLC in 2022. YASH has been focused on sponsoring cricket across multiple levels – Major League Cricket (MLC), Masters League and several investments focused on grassroots cricket – and advertising extensively on Willow TV, the leading US cricket broadcaster. When the opportunity to collaborate with Minor League Cricket came up, it was a logical step forward and a continuation to the other investments. Moreover the ease of working with the team at MLC – Monica, Selby and Zubin, was certainly a positive influence
3. How will Minor League Cricket enhance YASH Technologies’ brand identity?
With 26 teams that are made up of local and foreign players with the whole cricketing community in the US involved in the same, Minor League, represents a great opportunity for YASH to strengthen our presence amongst this extremely committed and passionate fraternity. Given the increasing size, scale and impact of the game in the US, the robust community around it and our focus on cricketing talent development in the US; we believe that MiLC is the perfect setting to engage with all stakeholders and drive meaningful outcomes for everyone
4. In the future, does YASH Technologies aim to collaborate with more leagues in the US and across the globe?
We indeed are. Apart from MLC, MiLC, Masters, we are sponsoring several local leagues as well – DYPL, , MCTMidwest, MCSouth etc. To nurture and foster tomorrow’s talent, we also inaugurated YASH Sports Academy in Dallas and the Cricket Youth Academy in Chicago. We are also actively advertising on Cricketing Platforms in the US, which will fuel and strengthen local leagues here.