Manchester City tech partner explores corporate cricket in USA

In June 2024, a high-stakes client meeting in America took an unexpected turn. A multi-million dollar business discussion drifted into a 20-minute debate on India's chances at the T20 World Cup. For Mariano Gomide de Faria, CEO of Brazil-based e-commerce unicorn VTEX, it was a revelation.

This moment set in motion an idea that materialized about two years later in Texas: "Battle of the Bats," a star-studded exhibition game featuring players like Ravichandran Ashwin, Chris Gayle, and Cheteshwar Pujara.

The game introduced a hybrid structure of four innings of 10 overs each, blending the tempo of T10 cricket within the narrative arc of a T20. Professional cricketers were paired with club cricketers selected not just for skill, but for their digital footprint and viral cricket content across social media.

"I'm a very curious guy. One thing led to another, and here we are expecting 3,000 fans at Grand Prairie Stadium," Mariano said before the event. "When I spoke to partners at Accenture, Tech Mahindra, WPP, EY, Deloitte—everyone shared the same passion. Once we understood the emotion around cricket, it became obvious. We had to create experiences around it for brands and fans."

VTEX, which operates in over 40 countries, has experience in sport and commerce, including work with Manchester City on the club's digital ecosystem.

Mariano envisions the event evolving from a one-off exhibition into a week-long corporate cricket festival, bringing together global companies, influential entrepreneurs, and legends of the game. With Amazon already associated and many Indian-origin executives leading major U.S. corporations, the blueprint is clear: to build a corporate cricket trophy anchored in sporting excellence and business networking.

"We want companies to partner with us and eventually have teams named after them," Mariano said. "By partnering with our friends at MLC (Major League Cricket), this can become something much bigger."

The United States offers a convergence of corporate capital, Indian diaspora influence, and a growing appetite for cricket. Executive boards across industries are increasingly shaped by Indian-origin leaders, many with an inherent connection to the game.

For players, the appeal is evolving. When Pat Cummins signed with the San Francisco Unicorns in Major League Cricket, he spoke of Silicon Valley as a "unique opportunity beyond cricket." This underscores a shift where cricketers are not just athletes, but participants in a wider ecosystem of business, technology, and influence.

If "Battle of the Bats" can consistently attract the top tier of world cricket, it may unlock a new frontier for the sport in America.