SOME OF OUR LATEST WORK

England and Wales Cricket Board

2.24M

Impressions

105%

View Rate

22k+

Engagements

Engagement Rate

Reaching a new generation of cricket fans and delivering over 2M impressions as part of the biggest women's cricket event in history for the ECB.

Approach

OBJECTIVE

The ICC Women's T20 World Cup 2026 was coming to the UK. The England and Wales Cricket Board (ECB) wanted to make it matter to people who had never watched a game of cricket in their lives. The brief was to shift perceptions, tap into real audience behaviours, and reach mainstream UK women beyond the boundary of traditional sports fans. With ticket sales to drive and a tournament to fill, the campaign had to build genuine excitement and convert that excitement into action.

SOLUTION

Rather than talking to cricket fans, Disrupt identified the cultural touchpoints that would bring new audiences in. We built a creator lineup not around sport, but around the communities where our target audience already spent their time: fashion, beauty, food, music, and lifestyle. Five creators, five distinct niches, one shared brief: make the Women's T20 World Cup feel exciting without trying to explain the sport. Creators were given genuine creative freedom to integrate the tournament into content that felt true to them, from cake recreations and makeup looks to fashion OOTDs and original music. Each was invited to attend key moments including an activation at Waterloo Bridge and opening match, generating real-time content that kept momentum building throughout the tournament. Trackable ticket links were woven into content naturally, turning awareness into attendance.

RESULTS

The campaign delivered 2.24 million impressions, a 104.96% view rate against a 15 to 20% industry benchmark, and a 2% engagement rate sitting at the top end of Instagram norms. Reels drove 88% of total impressions, a clear signal that the creative approach landed with the algorithm and the audience in equal measure.

The wider tournament context tells the full story. The ICC Women's T20 World Cup 2026 became the biggest women's cricket event in history, with 245,815 fans attending matches across England and Wales, over 100,000 more than the previous record. The Lord's final became the first women's match to generate over £1 million in ticket sales. One in three ticket buyers were first-time cricket fans, and 34% of purchasers were female, the highest proportion across any major cricket format. Disrupt's campaign was built to reach exactly those people.

RESULTS

2.24M Total Impressions
104.96% View Rate
21.9K Total Engagements
2% Engagement Rate (Top End of Industry Benchmark)
88% of Impressions Driven by Reels

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