Cricket has seen a decline in attendance numbers over the last few seasons. Casual fans still enjoy sport in general, but cricket is just one sport in a wider mix and consideration set. In particular, the football Women’s World Cup changed fan’s expectations for what live sport can be.
We needed to bring excitement back to the game and draw casual fans back to the stadiums.
We created the Summer of More.
More games, more cricket, more energy, more culture… more of a festival atmosphere at every match. Design/comms full of colour and energy. Activations in the grounds. And a ticket package that encouraged fans to bring their mates.
The results were:
30% increase in ticketing revenue
15% increase in passion for the game in the coveted 16-34 demographic
1,804 special four-pass bundles sold
MORE ACTION MORE ENERGY MORE GIVEAWAYS MORE MATCHES MORE MATES MORE CRICKET MORE ACTION MORE ENERGY MORE GIVEAWAYS MORE MATCHES MORE MATES MORE CRICKET
MORE ACTION MORE ENERGY MORE GIVEAWAYS MORE MATCHES MORE MATES MORE CRICKET MORE ACTION MORE ENERGY MORE GIVEAWAYS MORE MATCHES MORE MATES MORE CRICKET