Partnerships
More than a team.
A place to belong.
Amsterdam's new cricket franchise. A global fan community. A chance to build from the beginning.
Amsterdam Flames is Amsterdam's franchise in the new European T20 Premier League, bringing professional T20 cricket to Europe from August 2026. The inaugural season has confirmed international broadcast distribution through JioStar, TNT Sports, HBO Max, Willow and Cricbuzz, connecting the competition with established and emerging cricket audiences across the globe.
Led by Australian cricket legend and co-founder Steve Waugh, alongside founder and CEO Tim Thomas and Australian sporting legend Jamie Dwyer, the Flames bring together elite sporting credibility, high-performance culture, enterprise leadership and international networks.
Before a ball has been bowled, the league and its franchises have already generated significant earned-media attention, and the Flames have built a founding community of Fire Starters.
For the right partners, this is a rare opportunity: to become part of the origin story of a new club, in a new European competition, on cricket's next frontier.
Why Amsterdam Flames
Why partner with the Flames
A proven format. A new European frontier.
T20 has transformed how cricket reaches audiences, broadcasters and commercial partners around the world. The ETPL brings that proven, high-energy format into a new European city-based competition, supported by star international players, global distribution and serious sporting leadership.
A city the world already knows.
Amsterdam is one of the world's great international cities: creative, open and globally connected. It's the natural home for a franchise built to bring together Dutch fans, international communities, cricket followers and newcomers to the game.
Global audiences, connected through Amsterdam.
The Flames bring together a distinctive mix of audiences, from Dutch and European cricket communities to international professionals, families and established cricket markets across Australia, the UK, Ireland, North America, South Asia, South Africa and emerging cricket nations.
Participation, not just visibility.
The Flames are being built as a digital-first club, with owned fan relationships at the centre of the model. Our ambition is to connect content, community, commerce and compliant first-party data, giving partners measurable engagement and direct fan participation as the platform scales.
Build from the beginning.
A club only launches once. Founding partners become part of the Flames' origin story, with early association, meaningful category positioning, and a relationship with the club that grows over time. Partnerships can be shaped around brand awareness, market entry, customer acquisition, employee engagement, client hospitality, community impact or international business relationships.
How it works
How partners can show up
Founding status & brand association
Team- and player-led experiences
Community and fan growth
Content and media integration
Matchday, hospitality and premium networking
Direct-to-fan commerce and partner offers
Money-can't-buy experiences, from leadership sessions with Steve Waugh and the Flames leadership to behind-the-scenes access
Get in touch
Help build this from the beginning.
We're inviting a select group of partners to help build Amsterdam Flames from day one. The next step is a tailored conversation about your objectives, your audiences and the role your brand could play in the Flames story.