European T20 Premier League unveils Griffin logo ahead of inaugural season launch

NEW DELHI: Griffin and win. That is the message the European T20 Premier League hopes to send after unveiling a bold new visual identity as it gears up for its inaugural season.

Designed by sports creative agency MATTA, the new brand identity arrives alongside the announcement of the inaugural player draft for the league’s six founding franchises, marking another milestone in the build-up to Europe’s first pan-European franchise T20 competition.

Franchise T20 cricket has transformed the sport across major markets such as India, Australia, South Africa, the Caribbean and the United States. ETPL aims to bring that successful model to Europe through a single competition spanning multiple nations, while creating new opportunities for emerging cricketers across the continent.

The league’s first player draft features several established international names, including Faf du Plessis, Ravichandran Ashwin, Steve Smith, Heinrich Klaasen and Mitchell Marsh. The competition also boasts an experienced ownership group that includes cricket legends Rahul Dravid, Steve Waugh, Jonty Rhodes and Matthew Hayden. Actor and co-owner Abhishek Bachchan is leading the league’s commercial development through his investment group.

The tournament has been established through a partnership between Cricket Ireland, Cricket Scotland, Koninklijke Nederlandse Cricket Bond and Ireland-based consortium Rule X. Together, they aim to strengthen cricket’s footprint across Europe while giving local players a platform to compete alongside some of the sport’s biggest names.

The newly launched identity places a Griffin at its centre, drawing inspiration from a mythical creature deeply rooted in European folklore. Rather than using a conventional sporting emblem, the design incorporates six cricket bats to form the Griffin’s wings, symbolising the competition’s founding franchises. Bat and ball-inspired geometry has also been woven into the design to reinforce its connection with cricket.

The branding brief asked MATTA to create a distinctive identity that could stand out in the increasingly crowded franchise T20 landscape while reflecting both Europe’s cultural heritage and the fast-paced nature of modern cricket. The agency has previously worked on branding for major sporting properties including the ICC Men’s T20 World Cup, the ATP Tour, England Football and UEFA.

Speaking about the launch, European T20 Premier League co-founder Priyanka Kaul said the collaboration had resulted in a brand that captures the league’s ambition while remaining proudly European.

“Their strategic thinking, creative vision and meticulous attention to detail have helped shape a brand that is authentic, memorable and proudly European,” said Kaul.

European T20 Premier League co-founder Abhishek Bachchan said a league’s identity represents much more than its logo and reflects the values it hopes to inspire among players and supporters. He added that the Griffin embodies the competition’s themes of strength, unity and ambition while celebrating Europe’s rich heritage.

Meanwhile, MATTA executive creative director Matt Campbell said the opportunity to create the first visual identity for an entirely new cricket competition was rare. He noted that the Griffin offered the perfect bridge between European mythology and the language of cricket, resulting in a symbol that is distinctive and unique to ETPL.

With its identity now firmly in place and player selections complete, ETPL has taken another significant stride towards its first season. More announcements, including the league’s wider brand campaign and additional launch plans, are expected in the coming months as Europe prepares to welcome a new chapter in franchise cricket.