ICC – World Twenty20 Qualifier

The Challenge

Raise awareness of the ICC World Twenty20 Qualifier which was taking place across the UAE. We were also tasked with promoting the game of cricket to the next generation of potential stars in the country and providing them with the opportunity to actively get involved with playing cricket.

Fan Insight

We arranged for young cricket fans with the unique opportunity to interact with international sporting stars, in addition to this we wanted to provide young cricket fans with the opportunity to be coached by recognised ICC Academy coaches.

The cosmopolitan mix of the UAE meant that it was possible to build large fan bases for each of the competing teams were among the expat community.

Creative Solution

Performance Communications devised a unique school engagement programme, which saw both ICC representatives and ICC academy coaches host assemblies and Cricket clinics in 16 different schools within the UAE.

Following the school visits students attended the qualifiers and were given the opportunity to meet the players and coaches of participating teams for autographs and photos.

The Results

• 35 pieces of bespoke coverage over the two week build up
• 16 schools visited
• 3,200 children engaged with the school engagement programme
• 2,000 students attended matches