The European T20 Premier League (ETPL) is looking to establish a long-term foothold for cricket in Europe by building a dedicated fan base around international star power, with Co-owner Abhishek Bachchan backing the continent as an emerging market and Glasgow Cosmic spinner Keshav Maharaj highlighting the audience appeal of Ravichandran Ashwin and Ajinkya Rahane.
The inaugural tournament will begin in the Netherlands before moving to Ireland, bringing together established international players across a new European franchise competition. Ashwin will represent Dublin Guardians, Rahane will play for Amsterdam Flames and South Africa spinner Maharaj will turn out for Glasgow Cosmic.
ETPL sees untapped opportunity in Europe
Rather than positioning the competition as a challenger to Europe’s established sporting properties, the ETPL is approaching its launch as the starting point of a longer process of developing cricket’s audience on the continent.
European T20 Premier League Co-owner Abhishek Bachchan told PTI in an interview: “To be blunt, I wouldn’t be sitting in front of you if I didn’t think that there was potential and I didn’t see a market over there.”
The league is beginning with the Netherlands and Ireland, two established cricket-playing countries in Europe, while its ambitions extend to developing interest beyond markets where the sport already has a presence. Bachchan added: “It’s an exciting new market for us. There is huge potential in Europe to follow cricket, not just with the traditional already playing cricket nations in Europe. I think that it’s the dawn of a new horizon for a sport in Europe and I have immense confidence that in time to come Europe is going to have a very, very healthy cricketing market.”
That strategy will initially be measured by the depth of support the new competition can establish rather than by attempting to match the audiences of more mature European sports properties. He said: “We’d be very happy just to start with a healthy small batch of ardent, loyal and passionate fans and you build from there.”
The approach also leaves room for cricket to grow alongside the continent’s existing sporting ecosystem rather than requiring fans to choose between competitions. He added: “The quest is not to outshine anybody else. The quest is to make a place for yourself under the sun in the cricketing firmament in Europe.”
Ashwin and Rahane bring Indian audience appeal
International names are central to the ETPL’s effort to generate attention in its first season, with Ashwin and Rahane giving the competition two prominent links to the Indian cricket market.
Glasgow Cosmic spinner Keshav Maharaj told PTI in an interview: “Both their (Ashwin and Rahane) presence will be really felt within this league, not only from a cricketing perspective, but bringing in the fans to watch the games.”
For a new competition seeking visibility, the reach associated with Indian players offers another avenue for building recognition beyond the ETPL’s host markets. He added: “We know Indian cricketers obviously have a large fan base and I think it’s a wonderful drawcard to create awareness in this league.”
Maharaj has previously encountered both players during his career, including sharing a dressing room with Ashwin at Rajasthan Royals. He said: “I have had the opportunity to play against Ash and with Ash (for Rajasthan Royals), so very privileged to play with one of the legends of the game.”
His experience against Rahane has given him another established connection with one of the league’s headline Indian players. Maharaj stated: “And I’ve got a huge respect for Ajinkya, played against him. I think he’s one of the most nicest human beings you’re ever going to find. Such a wonderful cricketer (Rahane), talented cricketer, and more especially a really good leader of the game.”
Players add another layer to league development
For Maharaj, the ETPL also creates an opportunity for international professionals to compete together in a new franchise environment. The South African has 346 international wickets across the three formats, including 218 in Test cricket.
Maharaj added: “Yeah, very excited to be a part of the inaugural ETPL this year with Glasgow Cosmic. It’s always nice to play league cricket and interact with some of the best in the world, play with some of the best in the world and obviously rub shoulders with them.”
The involvement of established professionals also connects the league’s elite competition with its ambitions to develop cricket locally. Maharaj has taken part in a camp involving youngsters associated with Glasgow Cosmic as part of his involvement with the franchise.
He said: “If we can inspire both on and off the field and give back in whatever way possible, then I think as professionals, we’re doing our job.”
Infrastructure underpins ETPL ambitions
The first season will open in Voorburg in the Netherlands before moving to Malahide in Dublin. Two of the competition’s teams are based in the Netherlands, while the country is also a partner in the tournament.
Beyond attracting players and audiences, the physical platform available to the competition will form part of its ability to develop over subsequent seasons. Bachchan said: “We’re very happy with the infrastructure that’s been provided to us in the Netherlands and in Ireland. There’s obviously room to grow, which will happen in subsequent seasons, but we’re very, very happy with the support that the local boards have given us and with the existing infrastructure already.”
The inaugural ETPL therefore begins with two connected objectives: establishing an audience for a new cricket property in Europe and using internationally recognised players to give that property immediate visibility. Its opening season across the Netherlands and Ireland will provide the first test of that strategy as the league begins trying to build the loyal European following Bachchan has identified as its initial priority.
