Mumbai: The International Cricket Council (ICC) has initiated the tender process to appoint a marketing and public relations services partner for the ICC Men’s Cricket World Cup 2027, as preparations gather momentum for the tournament scheduled to be held across South Africa, Zimbabwe and Namibia in October and November 2027.
The mandate will be managed through ICC Business Corporation FZ LLC (IBC), the ICC’s wholly owned commercial subsidiary. The selected agency will be tasked with developing and executing an integrated marketing and communications strategy designed to build tournament awareness, deepen fan engagement and generate excitement in the lead-up to and during the competition.
Working closely with the ICC, the Cricket World Cup Local Organising Committee (LOC) and other stakeholders, the appointed partner will oversee campaign strategy, creative development, content production, milestone activations, media relations and communications amplification across priority markets.
According to the tender document, the objective is to deliver a measurable communications programme that strengthens the tournament’s global visibility while engaging cricket fans across multiple markets through integrated marketing initiatives.
The ICC is seeking agencies with demonstrated expertise in managing marketing and public relations campaigns for large-scale international sporting events. While experience in Southern Africa is considered an advantage, agencies with strong global sports marketing credentials are also eligible to participate in the bidding process.
Interested agencies have until August 27, 2026, at 5:00 PM GST to submit their expressions of interest. As part of the submission, applicants must provide their legal company details, a signed non-disclosure agreement, contact information for the project lead and a company profile showcasing relevant experience. The portfolio, limited to 15 pages, should include case studies and examples of work delivered for major sporting events.
The ICC has stated that only agencies meeting the eligibility criteria and demonstrating relevant capabilities will be invited to participate in the next stage of the procurement process and receive the detailed invitation-to-tender documentation.
The ICC Men’s Cricket World Cup 2027 will mark the tournament’s return to the African continent for the first time since the 2003 edition. Co-hosted by South Africa, Zimbabwe and Namibia, the event is expected to be among the largest global sporting properties of 2027, attracting significant interest from sponsors, broadcasters, commercial partners and marketers seeking to engage cricket audiences at scale.
