The International Cricket Council (ICC) has agreed a last-minute global partnership with Google ahead of the men’s Twenty20 World Cup in India and Sri Lanka.
Key details:
- Google Gemini named official artificial intelligence (AI) fan companion of international tournament, while Google Pixel becomes official smartphone
- Both brands will receive branding presence throughout the competition and be integrated into the tournament
- Gemini app to host ‘explore cricket’ tab featuring interactive tools such as quizzes, challenges and explainer content
- Google’s AI assistant will also generate statistical insights during the event
- Pixel’s camera technology will be used to capture content for digital channels
Context:
The deal deepens the relationship between the ICC and Google, which is already a global partner of the governing body’s women’s competitions.
Both Google Gemini and Google Pixel already played a role during last year’s Women’s World Cup, which was also held in India and Sri Lanka, and are set to be used alongside other Google products to enhance the fan experience at this summer’s Women’s T20 World Cup in England and Wales.
Google Gemini has also reportedly partnered with the Indian Premier League (IPL) T20 franchise competition in a three-year deal worth I₹270 crore (US$29.8 million).
The adoption of AI in India may explain why Google is attempting to use cricket to increase engagement with its Gemini product. A study from Boston Consulting Group in January found that 94 per cent of Indian respondents were aware of generative AI, while 64 per cent of Indian consumers were found to use gen AI tools.
Comment:
“This partnership brings together two global organisations united by consumer focus, scale, purpose and innovation,” said Sanjog Gupta, ICC chief executive.
“Google’s leadership in connection, search and discovery and AI, aligns strongly with the ICC’s ambition to serve fans better, delivering phygital experiences across touchpoints. Together, we will use technology to deepen engagement, enhance experiences and make cricket more accessible and meaningful for fans worldwide.”
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