Manchester City tech partner explores corporate cricket in USA

In June 2024, a high stakes client meeting in America took an unexpected turn. What was meant to be 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 more than a distraction. It was a revelation.

What began as curiosity soon unfolded into something deeper. A discovery of cricket's emotional pull, its cultural currency, and, above all, its commercial potential. That moment would eventually set in motion an idea that materialised about 2 years later in Texas: "Battle of Bats," a star-studded exhibition game featuring names like Ravichandran Ashwin, Chris Gayle and Cheteshwar Pujara.

The game introduced a hybrid structure of four innings of 10 overs each, effectively blending the tempo of T10 cricket within the narrative arc of a T20. Adding to the excitement was professional cricketers being paired against club cricketers that were selected not just for skill, but for their digital footprint, including 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, moments 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 alike."

That instinct isn't new for VTEX. The company, which operates in over 40 countries, has already worked across sport and commerce in different ways. At Manchester City, for instance, it has been involved in bringing together parts of 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 several Indian origin executives leading major corporations across the U.S., the blueprint is clear: to build a corporate cricket trophy anchored in both sporting excellence and business networking.

"We want companies to partner with us and eventually have teams named after them," Mariano said. "And by partnering with our friends at MLC, this can become something much bigger."

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

For players too, 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." That sentiment underscores a broader shift where cricketers are not just athletes, but participants in a wider ecosystem of business, technology, and influence.

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