SA20 set out to position cricket as more than a sport. The goal was to bring new audiences into the game by blending cricket, culture and entertainment.
The challenge
Cricket has strong heritage audiences. SA20 wanted to expand beyond them. The task was to attract lifestyle audiences, digital-first fans and festival-goers while strengthening media attention around the tournament.
Our role
We designed and executed a communications programme that connected sport, culture and live experiences.
The approach
The campaign combined media relations, creator partnerships and in-stadium engagement:
- Planned and facilitated influencer collaborations with prominent South African talent.
- Coordinated interviews and content with international broadcast teams to merge sport and lifestyle storytelling.
- Managed and amplified the Melting Pot in-stadium experiences to extend the tournament beyond the cricket field.
The strategy positioned SA20 as a cultural moment rather than a traditional sporting event.
The impact
Creator collaborations generated more than 8 million impressions during the 2025/26 season, with over 31 million accounts reached in the 2024/25 season.
The campaign demonstrated how calculated risk and cross-culture storytelling can bring entirely new audiences into sport.
The challenge
Cricket has strong heritage audiences. SA20 wanted to expand beyond them. The task was to attract lifestyle audiences, digital-first fans and festival-goers while strengthening media attention around the tournament.
Our role
We designed and executed a communications programme that connected sport, culture and live experiences.
The approach
The campaign combined media relations, creator partnerships and in-stadium engagement:
- Planned and facilitated influencer collaborations with prominent South African talent.
- Coordinated interviews and content with international broadcast teams to merge sport and lifestyle storytelling.
- Managed and amplified the Melting Pot in-stadium experiences to extend the tournament beyond the cricket field.
The strategy positioned SA20 as a cultural moment rather than a traditional sporting event.
The impact
Creator collaborations generated more than 8 million impressions during the 2025/26 season, with over 31 million accounts reached in the 2024/25 season.
The campaign demonstrated how calculated risk and cross-culture storytelling can bring entirely new audiences into sport.
