The ICC Men’s Cricket World Cup 2023 starts today and joining in the excitement, Meta unveiled its largest ever creator campaign for any ICC tournament. As a part of the company’s digital content rights partnership with ICC, Meta will partner with over 500 creators to bring the tournament to life.
Meta has also picked 50 unique creators to deliver immersive and behind-the-scenes content to cricket fans globally on its platforms – Instagram, Facebook, WhatsApp and Threads.
This ‘Super 50’ group of creators will cover the 48 matches and have match access to the field pre- and post-match, to commentators, to ambassadors, pre-match day ground access and more. The creators come from across India, so that every match will have a creator in attendance, covering it in their city and in their language.
“Cricket, and especially the World Cup, gets India’s love and attention. To give fans unprecedented access to matches, and give creators a chance to be discovered nationally, we’ve kicked off one of our largest creator campaigns for any sporting event to date. We’re glad to work with ICC on this, and to have their support in unlocking the many social and fan experiences on our platforms. At the scale of this campaign, we’re hoping this revolutionizes the way cricket fans engage with the sport,” said Paras Sharma, Director and Head of Content and Community Partnerships, Meta, India.
“The ICC is always looking for ways to reach new fans, and Meta’s platforms are a fantastic way to do that. It has been great to work with Meta on this project, to find unique and creative ways to bring the sport we all love to even more people across the world. We can’t wait to see the unique perspectives these creators will bring to the ICC Men’s Cricket World Cup and help make it the greatest cricket event ever,” said Finn Bradshaw, ICC Head of Digital.
Apart from the ‘Super 50’ there will be many other creators attending matches and sharing their experience with their audiences. These experiences will bring flavour from the matches, and also of their city and the fan following that exists in their city. This will be shared across their Reels, WhatsApp Channels, Instagram Broadcast Channels and Threads.
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