The Hundred required a full-funnel marketing strategy to increase awareness and drive new attendee growth in 2025, with a clear focus on acquiring Sporty Family and Sporty Female audiences. The brief combined digital performance with high-impact above-the-line activity to modernise the competition’s appeal and grow attendance across eight city-based teams.
We delivered an integrated, national-scale campaign spanning Meta, TikTok, YouTube, Demand Gen, Google Search and Programmatic, alongside Linear TV, VOD, Cinema, Audio and high-impact OOH including tram wraps, bus sides and ticket gate placements.
The strategy prioritised premium awareness channels to build scale among families and female audiences, while full-funnel digital activation drove consideration and ticket conversion. Regional city-level planning ensured each of the eight teams was supported with tailored above-the-line placements and localised paid media campaigns to maximise matchday demand.
Record Women’s Attendance: the highest ever for a women’s cricket competition
Ticket Sales, with four venues setting new attendance records
Viewership Growth: Sky Sports up 38% YoY; BBC streams up to 2.2m from 1.6m
Beyond attendance growth, the campaign strengthened The Hundred’s position as a modern, inclusive format and accelerated new audience acquisition at scale.
