Listen to the article
Australian Cricket Legend Steve Waugh Invests in European T20 League’s Amsterdam Franchise
Cricket’s global footprint is set to expand into one of its untapped markets as the European T20 Premier League (ETPL) prepares for its inaugural season this August, with Australian cricket icon Steve Waugh leading the charge as co-owner of the Amsterdam franchise.
The league’s organizers announced the first three franchises during a press conference in Sydney on Wednesday. Amsterdam, Edinburgh, and Belfast will form the foundation of the competition, with plans to add three more teams across continental Europe.
Waugh, widely regarded as one of Australia’s greatest cricket captains, sees the investment as an opportunity to grow the sport in a region he describes as “cricket’s last great frontier.”
“This opportunity stood out because it is driven by aspiration and long-term thinking,” Waugh said. “In many ways, it marks a return to the game for me — but in a very different role. This is about helping uphold the standards and spirit of cricket while supporting its growth into Europe.”
The Amsterdam franchise has already made significant moves in player recruitment, reportedly securing the services of Australian stars Steve Smith and Mitchell Marsh, according to the BBC. Both players bring international pedigree to the new venture, with Smith considered one of the world’s premier batsmen and Marsh coming off recent success in Australia’s ODI World Cup victory.
Current Australian T20 international Glenn Maxwell will lead a consortium owning the Belfast franchise, bringing his extensive experience from global T20 leagues including the Indian Premier League, Big Bash League, and The Hundred. Meanwhile, former New Zealand cricketers Nathan McCullum and Kyle Mills will take ownership of the Edinburgh team.
The International Cricket Council (ICC) has officially sanctioned the competition, adding it to the growing list of T20 leagues worldwide. While established competitions like the IPL, Big Bash, and Caribbean Premier League have flourished for years, the European venture represents a bold new direction for cricket’s shortest format.
Saurav Banerjee, a co-founder of the league, highlighted Europe’s significant untapped potential in the cricket marketplace. “Europe has 34 member nations in the ICC but remains under-commercialized, presenting a significant opportunity for structured growth,” Banerjee explained.
The timing of the league’s launch comes during a transformative period for cricket globally. T20 franchise leagues have rapidly expanded across traditional cricket nations, attracting substantial investment and viewership. However, Europe—with the exception of England—has largely remained on the periphery of cricket’s commercial boom.
Countries like the Netherlands have made strides on the international stage in recent years, scoring notable victories against established cricket nations in ICC tournaments. The Dutch team defeated South Africa in the 2023 ODI World Cup and has qualified for multiple T20 World Cups, demonstrating growing competitive capability in the region.
“Through professional governance, a franchise-based structure and long-term discipline, ETPL aims to catalyze sustainable commercial growth and elevate European cricket on the global stage,” Banerjee added.
The August launch will place the competition in a crowded global cricket calendar, potentially competing with The Hundred in England and other established leagues. However, the unique selling point of bringing professional franchise cricket to new European markets could create its own niche.
For players from Associate cricket nations across Europe, the league represents a potential pathway to professional careers and exposure to higher levels of competition—a crucial element for cricket’s development in the region.
With stars like Waugh, Maxwell, Smith, and Marsh already associated with the venture, the European T20 Premier League appears positioned to make a significant impact on cricket’s expanding global landscape when it bowls its first delivery later this year.
Fact Checker
Verify the accuracy of this article using The Disinformation Commission analysis and real-time sources.
12 Comments
Interesting to see former cricket stars like Steve Waugh getting involved in growing the sport in Europe. Cricket has such a rich history, and expanding into new markets could really help broaden its global appeal.
Agreed. Bringing in experienced leaders like Waugh should help ensure the European T20 league gets off to a strong start and sets the right tone.
Expanding cricket into Europe is a bold move, but one that could really pay off if executed well. Having an icon like Steve Waugh involved is a great start.
Agreed. Waugh’s involvement lends the league some serious credibility and should help attract top talent and investment.
Cricket expanding into Europe is a bold move, but could pay dividends in the long run. Curious to see how the new European T20 league performs in its inaugural season.
Same here. It’s a risky venture, but the potential upside for growing the sport globally makes it worth a try.
The European T20 cricket league seems like an exciting new venture. Tapping into an untapped market like Europe could uncover a lot of untapped talent and grow the sport’s fanbase.
Definitely. And having high-profile investors like Steve Waugh on board gives the league some real credibility from the start.
The European T20 cricket league is an intriguing concept. Curious to see if it can gain traction and build a loyal fanbase in a region not traditionally associated with the sport.
Good point. A lot will depend on their ability to market the league and make it accessible and exciting for European audiences.
It’s great to see Australian cricket legend Steve Waugh investing in the new European T20 league. His experience and leadership will be invaluable in establishing the league and nurturing new talent.
Absolutely. Waugh’s involvement signals that the league is serious about quality and sustainable growth, not just quick profits.