The England and Wales Cricket Board (ECB) has teamed up with technology firm Cognizant in a partnership aimed at enhancing the digital experience for recreational cricket enthusiasts across the country. The collaboration, announced today, is part of the ECB’s broader push to modernise its operations through digital transformation.
Under the deal, Cognizant will become the ECB’s Official Digital Technology Transformation Partner and IT Consulting Partner, providing key support for the governing body’s efforts to streamline and simplify the administrative side of recreational cricket. By developing user-friendly digital platforms, the ECB hopes to reduce the workload on volunteers and organisers while improving overall engagement with players and fans alike. The first phase of these new systems is expected to roll out in 2025.
Alison Crowe, Director of Digital and Data at the ECB, welcomed the partnership, highlighting the importance of digital innovation in growing the sport at the grassroots level. “We are delighted to collaborate with Cognizant to advance our digital transformation. They bring a wealth of experience and impressive credentials. This partnership allows us to take a fresh approach to serving our community, and the Digital & Data and Technology teams at the ECB are excited to work together with Cognizant on transforming recreational cricket.”
The partnership is expected to simplify the administrative challenges faced by clubs and volunteers. Cognizant’s involvement will allow the ECB to develop integrated systems that manage tasks such as fixture planning, results tracking, and participant registrations. The streamlined digital experience is set to benefit not only those running the clubs but also the players and fans who engage with the sport at a recreational level.
In addition to improving the recreational side of the game, Cognizant will also support wider digital initiatives to boost cricket’s profile and engagement in England and Wales. A key feature of the agreement is the introduction of an annual innovation fund. This fund will allow the ECB to test early-stage digital solutions that could help grow the sport, ranging from improving commercial operations to enhancing fan engagement and upgrading infrastructure.
Rohit Gupta, Managing Director for Cognizant in the UK and Ireland, said that the company is eager to help advance the sport. “Cognizant is proud to advance innovation in grassroots cricket in partnership with the ECB. Together, we aim to serve the cricket community better with personalised digital experiences that can scale with the ECB’s evolving technology landscape and the needs of everyone involved in the game. This will make organising and playing cricket more enjoyable and streamlined while unlocking new ways to engage cricket communities.”
The ECB has long sought to modernise its operations and reach a broader audience. By partnering with Cognizant, the governing body hopes to not only boost participation in recreational cricket but also to encourage greater involvement from fans and sponsors alike. With the first wave of the digital transformation set to be operational by 2025, the partnership could signal a significant step forward for grassroots cricket in the UK.
The annual innovation fund, meanwhile, offers the potential for exciting developments in the sport’s future. Whether in enhancing commercial revenue or building deeper fan engagement, the fund could help secure cricket’s place as one of the most popular sports in the UK for years to come.
