Our Work
THE HUNDRED
In 2021, as part of the ECB’s mission to diversify the game and attract new audiences, they launched The Hundred, blending world-class cricket with family-friendly entertainment through a partnership with BBC Introducing. Our role was to bring in new fans by recruiting influencers for the campaign. The event has featured headline acts like Cat Burns, Zara Larsson, Jax Jones, Rudimental, and many more.
The England and Wales Cricket Board’s 2020 strategy, Inspiring Generations, aims to inspire more people and communities to see cricket as a game for everyone. This plan goes beyond participation and attendance, focusing on changing perceptions of the sport and showcasing its broad appeal.
Since the launch of The Hundred, we've successfully utilised earned influencer campaigns to highlight the exceptional value of family-friendly days out at the matches. Our strategy has focused on bringing the experience to life through the eyes of influencers, offering their audiences an authentic glimpse into the excitement, entertainment, and inclusivity of The Hundred. Each year, we’ve carefully curated a diverse group of influencers, from family-focused content creators to avid sports enthusiasts, to attend matches across the country and share their epic experiences with their followers.
Through these campaigns, we provide influencers with exclusive, money-can’t-buy opportunities—whether it’s behind-the-scenes access, interactions with players, or unique experiences within the stadium—that are truly worth their weight in gold. By offering these once-in-a-lifetime moments, we ensure that the influencers are not only excited to participate but also eager to share their stories, driving greater engagement and widening the appeal of The Hundred to new audiences year after year.
