Cricket’s core demographic is white, male and 50+. However, with fewer children and young people being exposed to the sport, interest in cricket was declining. Research by the England and Wales Cricket Board (ECB) found that only 5% of young people aged 7 to 15 named it as one of their top two favourite sports.

The challenge for FutureBrand was to create a global sports entertainment brand that could get more people, from more demographics, enthused about cricket and significantly increase its following in the UK.

Enter The Hundred: a 100-ball tournament made up of eight men’s and eight women’s teams from England and Wales, and delivered through vibrant, energetic branding that sets it apart from tradition. Chevron-shaped graphics imbue the event with “action, risk and drama”, and appear on everything from billboards and popups to wristbands and elements of the stadium. Simplified cricket language, interactive icons and phone stickers all add to the appeal for younger fans.

“It’s visually disruptive because that’s exactly what it is – a brand disrupting cricket and opening its doors to all,” says FutureBrand. And although the initial reaction was mixed, The Hundred received a significant amount of praise, particularly in terms of its positive effect on women’s cricket. The ECB reported that 55% of tickets for the inaugural season were bought by someone new to the sport.

Credits:
England and Wales Cricket Board (ECB): The Hundred
Category: Brand Identity, Launch
Entrant: FutureBrand London
Design Studio: FutureBrand London
Client: England and Wales Cricket Board
Strategic Oversight: James Withey
Strategic Direction: Alex Book
Strategy: Millie Rowe
Creative Oversight: Dan Witchell, Matt Partis
Creative Direction: Vinay Mistry
Design: Dani Smith, James Pearce, Amy Apostolakis
Client Oversight: Emma Winter
Project Management: Rose Kerr
Account Management: Katie Revell
Font Creation: Monotype