The ICC Men’s T20 World Cup Partnership Overview
The ICC Men’s T20 World Cup is the second-largest sporting event in the world—yet cricket remains largely unfamiliar to North American audiences. With the U.S. and West Indies hosting for the first time in history, rEvolution took on the challenge of driving awareness, engagement, and excitement for the tournament in a market primed for growth.
rEvolution led the PR and Marketing efforts for a six-month integrated campaign that not only connected with existing cricket fans in the U.S. but also introduced the sport to new audiences. Through high-impact activations, strategic storytelling across social and PR, and immersive fan experiences, the campaign positioned the ICC T20 Men’s World Cup as a must-watch global event, generating unprecedented interest across North America.
From headline-making PR stunts like giant cricket balls crash landing from the Big Apple to Barbados and lighting up the Empire State Building, to a high-energy trophy tour spanning eight U.S. cities and six West Indies countries—every touchpoint was designed to build momentum. The result: record-breaking awareness, deep fan engagement, and a historic moment for cricket’s expansion into new territory.
