BRINGING THE GLOBAL CRICKET PHENOMENON TO NORTH AMERICA

Igniting T20 World Cup fever in North America

TLDR

rEvolution turned a global game into a national phenomenon, making the T20 Men’s World Cup a North American sensation. We launched a six-month campaign, including PR, Trophy Tour, NYC takeover, and stadium unveiling, plus a nearly 50-person-strong international influencer campaign.

CHALLENGE:

The 2nd biggest global sporting event had almost zero familiarity in the host country.

How could we quickly educate and inspire Americans to fill stadiums for the T20 Men’s World Cup?

SOLUTION:

We kicked off a 6-month campaign with PR stunts including landing giant cricket balls from the Big Apple to Barbados, complete with talent engagement for local media.
The World Cup Trophy was toured from Seattle to Miami and beyond—and the USA Cricket team joined to introduce the sport to new fans.
A NYC takeover channeled the sport’s international appeal, from global superstar Usain Bolt unveiling a brand-new stadium to lighting up landmarks with World Cup colors, including the Empire State Building and 30 Rockefeller Center.
The global efforts were supported by an international influencer campaign featuring nearly 50 creators to connect with the crucial South Asian diaspora.

Results

Our comprehensive PR & Marketing campaign made the T20 Men’s World Cup unmissable across the US, selling out stadiums and creating a new generation of cricket fans in this country. We turned a global game into a national phenomenon with:

390K

PIECES OF GLOBAL COVERAGE

1.5M+

TOTAL ENGAGEMENTS

28M+

TOTAL VIEWS

26B

TOTAL GLOBAL AD VALUE EQUIVALENCY

2.8T

POTENTIAL GLOBAL REACH