#4 Rob Johnson, The Hundred: A disruptive engagement strategy to attract new audiences to watch cricket

2023-05-17

Rob Johnson is Head of Digital and Content at The Hundred, a professional 100-ball franchise tournament run by the England and Wales Cricket Board (ECB). The Hundred launched in 2021, with a revitalised format and disruptive strategy to attract new audiences to watch cricket, including female fans and Gen Z’ers – and it’s been a mega success. But how, in just two seasons, did the league attract 4.9 million fans to watch women's cricket, achieve record-breaking TV viewing fixtures and in 2022 draw 500k fans into stadiums across the UK?

Rob Johnson is Head of Digital and Content at The Hundred, a professional 100-ball franchise tournament run by the England and Wales Cricket Board (ECB).

The Hundred launched in 2021, with a revitalised format and disruptive strategy to attract new audiences to watch cricket, including female fans and Gen Z’ers – and it’s been a mega success.

But how, in just two seasons, did the league attract 4.9 million fans to watch women's cricket, achieve record-breaking TV viewing fixtures and in 2022 draw 500k fans into stadiums across the UK?

In episode four of The Fan Engagement Podcast, you’ll learn:

01:12-03:40: Why the ECB needed to launch a new, disruptive product
03:41-05:26: How The Hundred attracted over 500k fans into stadiums last year
07:14-08:47: What The Hundred has learned about its audience since 2021
09:05-12:41: How The Hundred achieved record-breaking viewing figures
12:42-15:23: Why the new 100-ball format is the biggest innovation in cricket this decade
15:24-17:30: How The Hundred has attracted new FMCG sponsors like KP Snacks and Robinson’s
17:31-18:48: How The Hundred is building on ownable database of fans

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