The post EXCLUSIVE: EUT20 Belgium has seen strong stakeholder engagement, but sustained investment remains key as the ecosystem is still evolving — Mr Eoin Morgan, League Ambassador, EUT20 Belgium appeared first on SportsMint Media.
As cricket expands outside its traditional strongholds, EUT20 Belgium stands out as a bold and smart step toward increasing the sport’s presence in continental Europe.
Destino Legends Sports LLC and the Belgian Cricket Federation announced the official arrival of EUT20 Belgium. The league’s 10-year franchise ownership model, significant economic incentives through kit sponsorship rights, and a unique 2-4-4-6 squad structure that combines local Belgian talent with foreign stars are intended to produce both competitive depth and long-term sustainability. Its launch demonstrates its worldwide ambition, as it leverages India’s unrivalled cricketing environment, television reach, and investor interest to position itself as a genuinely international franchise. In this discussion, we look at the vision, financial strategy, and long-term potential of a league that wants to revolutionise how and where cricket grows next.
To know more about the event, SportsMint Media got the honour of interacting with Mr Eoin Morgan, League Ambassador, EUT20 Belgium. In the interview, Eoin Morgan highlighted Europe’s largely untapped potential as a cricket market, emphasising how leagues like EUT20 Belgium can unlock new audiences, attract global talent, and create compelling opportunities for sponsors looking to enter a high-growth, underdeveloped ecosystem.
1. Europe remains largely untapped for cricket beyond England and Ireland. Why do you believe Belgium could emerge as the next big hub, both in terms of talent and business?
I think it presents a huge opportunity. For any league to succeed, you need to attract some of the best players in the world, and this league has already made strong strides in that direction. There’s been encouraging engagement from stakeholders as well. Of course, it requires sustained investment and backing because, fundamentally, this ecosystem is still being built. That’s been the challenge with associate nations—the resources haven’t always been there. But with the kind of support this league is receiving, there’s a real opportunity to grow the game during the European summer and create pathways for young players coming through.
2. For youngsters in Belgium being introduced to cricket, what format do you see becoming the foundation: traditional Test cricket or the fast-paced T20 format?
Today, most people are introduced to cricket through T20. It’s accessible, entertaining, and easy to follow. In many cases, you need a direct connection to the game, someone within your family or community, to first understand Test cricket. Speaking from personal experience as a father, my kids were introduced to cricket through T20. That’s the format driving initial interest globally.
3. With franchise cricket expanding worldwide, what unique space can EUT20 Belgium carve out in the global ecosystem?
What makes this league unique is the direct pathway it offers—from grassroots and club cricket in Belgium straight to competing alongside some of the best players in the world. It’s as raw and exciting an opportunity as you can get. That kind of accessibility and exposure is incredibly powerful for developing talent in emerging markets.
4. From a commercial standpoint, what makes this league attractive for sponsors and investors?
For sponsors, this is a significant opportunity because you’re entering a market that’s still largely untapped in continental Europe. At the same time, the league is bringing in big names, which naturally elevates its profile. When you combine emerging markets with global star power, it creates a compelling proposition for brands looking to associate with growth, innovation, and new audiences.
The post EXCLUSIVE: EUT20 Belgium has seen strong stakeholder engagement, but sustained investment remains key as the ecosystem is still evolving — Mr Eoin Morgan, League Ambassador, EUT20 Belgium appeared first on SportsMint Media.