The International Cricket Council (ICC), the global cricket administrative body, has announced a new partnership with the technology behemoth, Google.
The agreement will allow the international cricket governing body to take benefit from Google’s advanced technology and dedication to promote women’s sports while also expanding fan engagement and accessibility.
The pioneering cooperation comes at an exciting time for the women’s game, with two big global events scheduled in the following 10 months: the ICC Women’s Cricket World Cup 2025 in India and Sri Lanka, and the ICC Women’s T20 World Cup 2026 in England and Wales. Commercially, this alliance will increase brand involvement. Notably, Google’s engagement will ensure greater discoverability and exposure across platforms. This leads to improved audience numbers, giving advertisers and companies additional data-driven engagement options.
Following the unveiling of Unilever as the ICC’s first global women’s partner earlier this year, the collaboration will help to generate greater development and prominence for women’s cricket.
Google products like as Android, Google Gemini, Google Pay, and Google Pixel will help to improve the fan experience in women’s cricket by making it more vibrant, accessible, and relevant. This integrated ecosystem is intended to connect fans closer to the game’s main events, players, and stories, encompassing every stage of the fan journey from discovering match highlights to celebrating victories.
ICC Chairman, Jay Shah said, “This partnership with Google is a landmark moment for women’s cricket and underlines our commitment to taking the women’s game to even greater heights. By harnessing Google’s world-class innovation, we will be able to create more engaging experiences for fans and bring the sport closer to people everywhere. Women’s cricket is growing faster than ever before, and this collaboration will not only help accelerate its global reach but also inspire future generations to see cricket as a game where they belong. Together with Google, we aim to make women’s cricket a truly global force, resonating with fans in both established and emerging markets.”
For Google, the agreement goes beyond CSR; it represents a foray into the next frontier of sports marketing. Women’s cricket is one of the fastest-growing areas in world sports, particularly in emerging nations such as India, where female viewership is rapidly increasing. By joining this movement early on, Google establishes itself as a champion of inclusiveness while increasing cultural relevance and emotional equity with a worldwide audience. In the long run, this partnership could lead to a new economic model in which technology not only provides the game but also strengthens the bond between the sport, its stars, and its worldwide fan base.
Shekar Khosla, VP Marketing at Google India, said, “Cricket has always been about community and shared passion. We are proud to partner with the ICC to bring fans of women’s cricket closer to the game through our technology. This alliance is not just about a single tournament; it’s about building deeper engagement, making the sport more accessible, and enabling fans to feel a stronger connection with what they care about.”
