The European T20 Premier League (ETPL) has officially launched its new brand identity, developed by sports creative agency MATTA, as preparations continue for the competition’s inaugural season. The unveiling of the Griffin-inspired logo follows the recent revelation of inaugural squads for the league’s six founding franchises.
The new identity aims to symbolize strength, unity, and ambition, uniting the league’s participating teams under a single emblem. The ETPL is positioned as the first pan-European franchise T20 competition, extending a model of the sport that has seen significant growth in markets such as India, Australia, South Africa, the Caribbean, and the USA.
European League Composition and Backing
The league has attracted a roster of international cricketing talent, with players such as Faf Du Plessis, R Ashwin, Steve Smith, Heinrich Klaasen, and Mitchell Marsh included in the inaugural draft. The ownership group features established figures in cricket, including Rahul Dravid, Steve Waugh, Jonty Rhodes, and Matthew Hayden. Indian film star and co-owner Abhishek Bachchan’s investment group is leading the commercial development of the competition.
The ETPL is a collaborative effort between Cricket Ireland, Cricket Scotland, and the Koninklijke Nederlandse Cricket Bond (KNCB), in partnership with Rule X, an Ireland-based consortium. Its stated objective is to foster the growth of cricket across Europe, provide a platform for emerging local talent, and introduce high-caliber franchise cricket to new audiences. This initiative follows recent successes for European cricket, including Ireland’s T20 series victory over India.
Design and Symbolism
MATTA, known for its work on major sports properties including the ICC Men’s T20 World Cup, ATP Tour, England Football, and UEFA, was responsible for developing the ETPL’s brand identity. The agency’s brief was to create a distinct identity that merged European culture with the dynamics of modern T20 cricket.
At the core of the new identity is a reimagined Griffin, a creature prominent in European mythology. The design incorporates six cricket bats forming the wings of the Griffin, a visual representation of the league’s founding franchises. Cricket-specific geometry, inspired by bats and balls, further integrates the sport into the symbol.
Matt Campbell, Executive Creative Director at MATTA, noted that the Griffin offered an opportunity to create an identity with deep European roots that could be reinterpreted through the visual language of cricket.
Priyanka Kaul, Co-Founder of the European T20 Premier League, stated that the identity reflects the league’s ambition and character. Co-founder Abhishek Bachchan added that the Griffin-inspired identity captures the league’s spirit, drawing on Europe’s rich heritage while symbolizing strength, unity, and ambition.
This brand launch and player draft mark the initial public phases of the competition. Further announcements regarding the league’s wider visual identity and launch campaign are expected ahead of the inaugural season. For more information on the league, visit the official European T20 Premier League website. For the latest sports tech news and other industry developments, stay tuned to our coverage at TechnoSports (https://technosports.co.in/).
