Across 68 live matches in 32 days, Sky regularly enjoyed peak audiences of over 1m
Sky Sports for Sky Sports Cricket
Sky was the host broadcaster for the inaugural The Hundred and took its ethos as a open and accessible cricket tournament to unexpected heights.
Conceived as a faster, brasher way of attracting young audiences to the sport, Sky’s approach followed suit with coverage that featured new graphics and technology, an incredible amount of fan engagement, and a fresh talent line up in which there was gender parity and the majority of presenters came from a minority ethnic background.
The broadcaster’s Sky Labs innovation hub worked hand in glove with the England Cricket Board (ECB) for four weeks in advance of the tournament and created a five-pillar strategy that would guide its coverage. This resulted in the initiatives such as a new presentation pod, and bold graphics and a win predictor that helped viewers better understand the narrative of the game.
The were interactive votes to determine the Match Hero and players’ walk-out music and a huge volume of social content that generated 10m views on Instagram.The coverage also got closer to the players that ever before, with live and pre-filmed stories, player avatars and lots of helmet-cam footage.
Across 68 live matches in 32 days, Sky regularly enjoyed peak audiences of over 1m – on a par with the most watched England cricket matches.
SHORTLISTED
Annika
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