What Amsterdam Flames does

Amsterdam Flames is a professional Twenty20 cricket franchise competing in the inaugural European T20 Premier League (ETPL) from August 26, 2026, operating under AMSTERDAM FLAMES HOLDCO PTE. LTD., a Singapore-incorporated private company (UEN 202612065M) with a regional headquarters in Amsterdam. The franchise is co-founded by CEO Tim Thomas, Chief Cricket Officer Steve Waugh AO and Jamie Dwyer OAM, and plays a 10-match double round-robin season as one of six ETPL teams, with fixtures split between Voorburg (Netherlands) and Malahide (Ireland). The squad combines international captains from Australia, Netherlands, New Zealand, India and Ireland, supporting a brand narrative that links to Amsterdam's 1928 Olympic heritage.

The club operates a digital-first model with owned fan relationships at the core, integrating content, community, commerce and compliant first-party data through standard marketing infrastructure (GA4, Meta Pixel, HubSpot CRM, CookieYes, ipinfo.io). Core products are the ETPL franchise team itself, match tickets distributed via Tixr, the Fire Starter annual membership sold via Shopify at USD 10/year (with permanent founding status for the first 1,000 members), and tiered sponsorship packages. There are no proprietary technology platforms, AI/ML features, patents or mobile applications disclosed.

Revenue mechanics span three streams: annual membership subscriptions (low individual ticket but recurring), ticket sales per match (transactional), and sponsorship and commercial partnerships led by PrivateInvest as Founding Principal Partner and front-of-shirt sponsor. The customer base comprises European and international cricket fans, founding Fire Starter members, and corporate partners across brand, hospitality, community and B2B use cases. The company is pre-revenue at the data snapshot, with first commercial operations tied to the August 2026 season opener against Rotterdam Dockers.

Name

Amsterdam Flames

Legal name

AMSTERDAM FLAMES HOLDCO PTE. LTD.

Website

https://amsterdamflames.com

Company type

Private

Founded year

2026

Operating status

Operating

Short description

Amsterdam Flames is a professional T20 cricket franchise competing in the inaugural European T20 Premier League from August 2026, serving European and international cricket fans through broadcast matches, tickets, sponsorships and a USD 10/year Fire Starter membership programme.

Ownership category

akta.pro rank

Product category

Professional Sports Franchise (Cricket)

NAICS

Sports Teams and Clubs (711211)

SIC

Services-Membership Sports & Recreation Clubs (7997)

akta.pro primary industry

Team Sports Clubs (Football/Soccer, Basketball, Baseball, Hockey, Rugby, Cricket, etc.) (MPAKABAA)

Keywords

• Professional cricket franchise
• T20 cricket league
• Sports fan membership
• Sponsorship partnerships
• Match tickets sales

Headquarters

HQ city

Singapore

HQ country

Singapore

HQ region

Asia

Offices2 records

Markets served

GTM type

B2B and B2C

Offering type

Services

Cost components

Personnel, Marketing or Sales, Operations, Technology or R&D, Supply Chain, Infrastructure

Revenue model

1. Membership subscriptions: Fire Starter membership is an annual subscription at USD 10 per year. Benefits include a member number, first access to drops, and exclusive stories. Founding members (first 1,000 to join) keep founding status permanently.
2. Sponsorship and commercial partnerships: The club offers founding partner status, team and player-led experiences, community and fan growth programs, content and media integration, matchday hospitality and premium networking, and direct-to-fan commerce and partner offers. PrivateInvest serves as the Founding Principal Partner and front-of-shirt partner.
3. Ticket sales: Tickets are sold for ETPL fixtures, with the inaugural match against Rotterdam Dockers on August 26. Tickets available through Tixr platform.

Pricing tiers

Go-to-market motion2 records

Distribution channels3 records

Marketing channels4 records

Core offering

Amsterdam Flames operates a professional T20 cricket franchise competing in the inaugural European T20 Premier League (ETPL) starting August 26, 2026, playing ten league-stage matches in Voorburg (Netherlands) and Malahide (Ireland). The club sells consumer-facing offerings (Fire Starter annual memberships at USD 10, match tickets through Tixr) and B2B sponsorship/partnership packages with founding-partner status, matchday hospitality, content integration and direct-to-fan commerce opportunities.

Product overview

Amsterdam Flames is a cricket franchise offering a unified product portfolio centered on its European T20 Premier League (ETPL) cricket franchise. The core offering comprises the professional cricket team competing in Season 1 (2026), supplemented by the Fire Starter Membership program providing fan engagement benefits and exclusive access, match tickets and fixtures, and sponsorship/partnership packages for commercial partners. The ETPL follows a double round-robin league format with six teams, culminating in a qualifier and final, with matches held in Voorburg (Netherlands) and Malahide (Ireland).

Differentiator

Problem solved

Functional benefit

Products and services

• European T20 Premier League (ETPL) Cricket Franchise Professional cricket franchise competing in the inaugural European T20 Premier League T20 competition, playing 10 league-stage matches in a six-team double round-robin format for individual cricket fans and global broadcast audiences.
• Fire Starter Membership Annual subscription membership for individual fans at USD 10 per year, providing a unique member number, first access to drops, members-only content and stories; the first 1,000 members retain permanent founding status.
• ETPL Fixtures & Tickets Match tickets and scheduling for European T20 Premier League fixtures including the Dutch Derby and league matches in Voorburg and Malahide, sold to individual spectators via the Tixr platform.
• Sponsorship & Partnership Packages B2B partnership offering for corporate sponsors covering founding partner status, team- and player-led experiences, community and fan growth programmes, content and media integration, matchday hospitality and premium networking, direct-to-fan commerce and partner offers, and money-can't-buy experiences with club leadership.

Quantifiable outcome

• International broadcast distribution through JioStar, TNT Sports, HBO Max, Willow and Cricbuzz
• +1 more outcomes

Segments3 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration5 records

Partnerships

One partnership is on record.

• PrivateInvestflagshipGTM or Marketing Partner · 1 January 2026PrivateInvest is the Founding Principal Partner and premier front-of-shirt partner for the inaugural European T20 Premier League season. An Australian, family-led group that shares the belief in building for the long term.

Scale indicators5 records

Recent moves6 records

Expansion highlights6 records

Direct peers

• Rotterdam Dockers: Amsterdam Flames' Dutch rival in the inaugural European T20 Premier League. The Rotterdam Dockers compete in the same six-team competition and serve as the natural 'Dutch Derby' opponent, making them the most directly comparable franchise on schedule, market, and competition footprint.
• Mumbai Indians: Premier IPL franchise owned by Reliance/Ambani — the global benchmark for T20 franchise cricket economics (sponsorship, ticketing, fan engagement, digital). Comparable as a city-based T20 franchise with global brand reach, but operates in a far more mature cricket market.
• Kolkata Knight Riders: IPL team co-owned by Shah Rukh Khan with a notably strong celebrity-led brand identity and global fan engagement. Comparable to Amsterdam Flames on the celebrity/founder-driven brand-building playbook and T20 franchise model.
• Royal Challengers Bengaluru: IPL franchise with a star-studded roster and one of the largest global social-media fanbases in cricket. Comparable as a T20 franchise leveraging marquee international players to drive direct-to-fan engagement.
• Chennai Super Kings: IPL's most commercially successful franchise, valued among the highest in the league. Comparable as a benchmark for what scaled T20 franchise economics look like — large sponsorships, owned fan engagement and deep merchandise revenue.
• Sydney Sixers: Australia's Big Bash League franchise and one of the league's most successful commercial operations. Comparable as a city-based T20 franchise operating in a non-traditional cricket market, relevant to Amsterdam Flames' launch dynamics in continental Europe.
• Trent Rockets: England's The Hundred franchise based in Nottingham, playing a short-format professional league. Comparable as a city-based short-format team in a non-traditional cricket market with a similarly compressed match schedule.
• MI New York: Major League Cricket (USA) franchise and part of the Mumbai Indians global network. Comparable as a newer-market T20 franchise building a fanbase from scratch in a non-traditional cricket geography.
• Barbados Royals: Caribbean Premier League franchise and part of the same global franchise group as several other T20 teams. Comparable as a T20 franchise leveraging Caribbean star players and international broadcast deals.
• Lahore Qalandars: Pakistan Super League franchise with strong player-development programmes and a growing global brand. Comparable as a T20 franchise competing in an emerging cricket market with international broadcast ambitions.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights6 records

Customer concentration

• Facebookfacebook.com/amsterdamflames
• LinkedInlinkedin.com/company/amsterdam-flames
• Instagraminstagram.com/amsterdamflames

Revenue estimate

Valuation estimate

Number of profiles

Profiles8 records

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Amsterdam Flames