We powered the digital content strategy for South Africa's premier T20 cricket league – from player activations to match-day storytelling – across all platforms.
Integrated Communications Campaign
SA20 launched as a new cricket property with the ambition to position itself as South Africa’s premier entertainment-first league.
The challenge
Traditional cricket communication relies on match reporting and legacy sports audiences. The objective was to expand beyond that – attracting younger, digital-first audiences while driving attendance, viewership and cultural relevance.
Our role
We developed and executed a communications approach that positioned SA20 as a sport and entertainment experience.
The approach
The campaign blended broadcast, creator culture and live experiences:
- Activated creators and talent to introduce lifestyle storytelling into cricket coverage
- Embedded creators within the tournament to produce real-time social content
- Secured interviews across broadcast and digital platforms featuring players, commentators and creators
- Integrated SuperSport talent and personalities across content channels
- Developed messaging that positioned SA20 as “sportainment” rather than traditional cricket
- Produced behind-the-scenes content, fan experiences and stadium storytelling
The campaign treated cricket as shareable, culturally relevant content.
The impact
The inaugural season reached 8.96 million broadcast viewers and became the most-watched sporting event on SuperSport Premium during the tournament window.
More than 70% of tickets were sold, with multiple sold-out fixtures and over 22,000 attendees at the final.
The league generated over R1.4 billion in economic impact, while establishing SA20 as a widely recognised new property in South African sport.
The campaign expanded cricket beyond its traditional audience and positioned SA20 as a cultural summer event.
Integrated Communications Campaign
SA20 launched as a new cricket property with the ambition to position itself as South Africa’s premier entertainment-first league.
The challenge
Traditional cricket communication relies on match reporting and legacy sports audiences. The objective was to expand beyond that – attracting younger, digital-first audiences while driving attendance, viewership and cultural relevance.
Our role
We developed and executed a communications approach that positioned SA20 as a sport and entertainment experience.
The approach
The campaign blended broadcast, creator culture and live experiences:
- Activated creators and talent to introduce lifestyle storytelling into cricket coverage
- Embedded creators within the tournament to produce real-time social content
- Secured interviews across broadcast and digital platforms featuring players, commentators and creators
- Integrated SuperSport talent and personalities across content channels
- Developed messaging that positioned SA20 as “sportainment” rather than traditional cricket
- Produced behind-the-scenes content, fan experiences and stadium storytelling
The campaign treated cricket as shareable, culturally relevant content.
The impact
The inaugural season reached 8.96 million broadcast viewers and became the most-watched sporting event on SuperSport Premium during the tournament window.
More than 70% of tickets were sold, with multiple sold-out fixtures and over 22,000 attendees at the final.
The league generated over R1.4 billion in economic impact, while establishing SA20 as a widely recognised new property in South African sport.
The campaign expanded cricket beyond its traditional audience and positioned SA20 as a cultural summer event.
