HCLTech backs new Melbourne Cobras with fan platform
HCLTech has partnered with Hockey Victoria alongside the launch of the Melbourne Cobras, a new franchise joining Australia's Hockey One League this season.
The arrangement includes building a digital fan engagement platform for Hockey Victoria and the Cobras. HCLTech says it will feature live match insights, interactive content and personalisation, targeting fans in Australia and India.
The Melbourne Cobras will become the eighth franchise in the Hockey One League, the country's top domestic hockey competition. Hockey Victoria says the team will combine Indian international players with local talent, aiming to build a globally connected and inclusive franchise.
Digital platform
Under the deal, HCLTech will design and develop the fan engagement platform. It describes the work as going beyond a conventional sponsorship, drawing on its experience building digital platforms for sports organisations.
As outlined, the platform will focus on matchday and content services, combining live match insights with interactive content. Personalisation features will tailor experiences for different supporters. The aim is to support always-on engagement rather than activity limited to match windows.
Sports bodies in Australia have invested steadily in direct-to-fan digital products in recent years, as leagues and clubs look to build first-party data and increase engagement across apps and web platforms. Hockey is a smaller code in a crowded market, competing for attention with football codes, cricket, basketball and motorsport. Digital channels provide a way to reach audiences beyond stadiums and to support broader participation and community ties.
India is also a significant market for hockey, with strong interest in international competitions and a large base of players and fans. Hockey Victoria's plan to include Indian internationals in the Cobras roster links the on-field product to that audience. The partnership also reflects a broader trend in Australian sport, as clubs and leagues pursue overseas connections through player recruitment, content and community engagement.
Sonia Eland, Executive Vice President and Country Manager for Australia and New Zealand at HCLTech, said the partnership builds on the company's work with sports organisations.
"We are proud to partner with Hockey Victoria to launch the Melbourne Cobras," said Sonia Eland, Executive Vice President and Country Manager, Australia and New Zealand, HCLTech. "We have helped leading sports organizations around the world build strong, scalable fan platforms and we are excited to bring that experience here to create a more connected fan experience and help grow hockey across Australia and India."
New franchise
Hockey Victoria described the Cobras launch as a milestone for the organisation and its broader programme for the sport. The team will represent Melbourne in the national league and carry the state's branding into a competition designed to raise hockey's domestic profile.
Andrew Skillern, Chief Executive Officer of Hockey Victoria, linked the new franchise to community representation and international ambition.
"The launch of the Melbourne Cobras represents a defining moment for Hockey Victoria and for the future of our sport. From the outset, our vision was to build a team that reflects the diversity of our community while showcasing world-class hockey talent on an international stage. Partnering with HCLTech enables us to offer a truly innovative and inclusive experience for fans," said Andrew Skillern, Chief Executive Officer of Hockey Victoria.
For HCLTech, the partnership adds a local sports property in Australia and a consumer-facing project. The company reports more than 226,300 employees across 60 countries and consolidated revenues of USD $14.5 billion for the 12 months ending December 2025. It operates across AI, digital, engineering, cloud and software, providing technology services and products across multiple industries.
Commercial terms were not disclosed, and no rollout timetable was provided beyond linking the platform to the Cobras' entry into the Hockey One League this season.
The Cobras' first season will test how the platform's digital features translate into engagement, particularly for fans outside Australia, with live match insights, interactive content and personalisation expected during the Hockey One League campaign.