- International Cricket Council (ICC) partners with Google to provide fans with a voice of women’s cricket
- The partnership will use Google’s technology to grow the sport’s fan base
- The partnership represents an extension of efforts to promote and sell women’s sports around the world
The International Cricket Council (ICC) on Friday announced a partnership with Google to offer the game’s most passionate and fast growing audience a unique viewing experience of the upcoming ICC events to be held in Australia, which gets underway with the ICC Women’s T20 World Cup 2020.
In a release, the ICC said the partnership with Google will provide the governing body with the opportunity to utilise the technology of Google and promote women’s sports to make their content more readily available and to offer fans a better and more engaging product.
The deal, which is commencing four years ahead of two blockbuster world events – 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.
It also follows the ICC unveiled the same month that Unilever leads the pack reviewing its options on a sponsorship deal.
Under the partnership, Google platforms like Android, Google Gemini, Google Pay, and Google Pixel will be employed to provide a more interactive and vibrant experience for fans.
The services are likely to enable audiences to access match highlights, player profiles, and key moments more conveniently.
ICC Chairman Jay Shah labelled the deal a significant development in the women's game, as Google technology will be used to develop compelling fan experiences and widen the sport's appeal.
He added that the initiative should be used to grow women's cricket worldwide and encourage more participation.
Shekar Khosla, Google India's VP of Marketing, stated that the alliance is aimed at developing long-term relationships between supporters and the sport, highlighting accessibility and greater engagement in various markets.
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