ICC unveils the largest creator campaign

With the ICC Men’s Cricket World Cup 2023 starting this Thursday, we’re unveiling the largest ever creator campaign for any ICC tournament. As a part of our digital content rights partnership with ICC, we’ll be partnering with more than 500 creators to bring the tournament to life. 

Creators today are shaping culture and inspiring everyone around them with their creativity. At the ICC Men’s Cricket World Cup, we have handpicked 50 unique creators to deliver immersive and behind-the-scenes content to cricket fans globally, on our platforms – Instagram, Facebook, WhatsApp and Threads.

One of the biggest creator interventions will be ‘Super 50’. This is a group of 50 creators, who through this 50 overs tournament, will cover the 48 matches in their own way. They will have match access like never before. This means access to the field pre- and post-match, to commentators, to ambassadors, pre-match day ground access and more. The creators come from across India, so that every match will have a creator in attendance, covering it in their city and in their language. 

“Cricket, and especially the World Cup, gets India’s love and attention. To give fans unprecedented access to matches, and give creators a chance to be discovered nationally, we’ve kicked off one of our largest creator campaigns for any sporting event to date. We’re glad to work with ICC on this, and to have their support in unlocking the many social and fan experiences on our platforms. At the scale of this campaign, we’re hoping this revolutionizes the way cricket fans engage with the sport.”

– Paras Sharma, Director and Head of Content and Community Partnerships, Meta, India

“The ICC is always looking for ways to reach new fans, and Meta’s platforms are a fantastic way to do that. It has been great to work with Meta on this project, to find unique and creative ways to bring the sport we all love to even more people across the world. We can’t wait to see the unique perspectives these creators will bring to the ICC Men’s Cricket World Cup and help make it the greatest cricket event ever.”

– Finn Bradshaw, ICC Head of Digital

Apart from ‘Super 50’, where creators have exclusive access to various opportunities, there will be many other creators attending matches and sharing their experience with their audiences. These experiences will bring a flavor of them attending matches, but also of their city and the fan following that exists in their city. This will be shared across their Reels, WhatsApp Channels, Instagram Broadcast Channels and Threads.