The International Cricket Council (ICC) has today (October 12) unveiled a digital consultancy tie-up covering the ongoing men’s ICC Cricket World Cup in India with IT solutions provider MphasiS.

Through the deal, Mphasis is now the 10-team tournament’s digital consulting partner and cricket’s governing body has said it will be “leveraging Mphasis’ global expertise as it delivers enhanced and innovative digital experiences” for fans.

The ICC has said that during the tournament, which is taking place across 10 Indian venues between October 5 and November 19, it will use technologies such as VR and Web3 to reach new audiences, through India-based Mphasis' solutions.

Finn Bradshaw, head of digital at the ICC, commented: “Together, we are focused on fans and their digital journey through this World Cup. It’s set to be one of the most followed sporting events with a truly global audience and we look forward to leveraging Mphasis’ experience as we strive to elevate the digital experience for cricket lovers all over the world.”

Nitin Rakesh, Mphasis’ chief executive and managing director, added: "This partnership underscores our commitment to the sport but it’s also a statement about our longer-term intent to drive the future of cricket technology. By working closely with the ICC, we will explore what’s possible in the world of sports and technology and look to shape lasting, valuable experiences for cricket enthusiasts worldwide.”

In late September, the ICC brought in the Near Foundation, a company dedicated to supporting Web3 decentralization, as a sponsor in a two-year tie-up.

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Near is now the ICC’s official blockchain partner until the end of 2025, and will be involved in “increasing fan engagement, bringing the sport to new audiences, and providing long-term value to fans,” the governing body has said.

Other ICC partners for the World Cup include ticketing platform BookMyShow, and international credit card giant MasterCard.

The body’s other premium global partners for the remainder of the current commercial rights cycle, meanwhile, are MRF Tyres,, Byju’s, BharatPe, Aramco, and Emirates.

Last month also saw the governing body begin the selection process for marketing and PR services agency appointments in advance of next year’s ICC Men’s Twenty20 World Cup.