The Story

As principal sponsors of The Hundred across both the men’s and women’s tournaments, Compare the Market wanted to win with families by showing up in culture in a way that felt fun, social and genuinely memorable. The challenge was activating a major sports sponsorship on social in a way that resonated with young families and reframed cricket as the ultimate great day out.

Rather than relying on traditional sponsorship assets, we built a social- and influencer-led activation designed to bring the partnership to life both online and in-stadium. The strategy positioned cricket as a family-first experience, combining relatable influencer storytelling with playful, shareable short-form content across Instagram, TikTok and Facebook.

The activation spanned every stage of the tournament, from pre-event hype to live matchday moments. Family creators attended games and captured the energy of the day through Reels and TikTok vlogs, while mascot-led content and fan vox pops added humour, warmth and authenticity. Limited-edition Sergei toy moments and player-led content helped land partnership awareness without feeling forced, keeping the focus on fun, inclusivity and shared experiences.

By blending sports sponsorship assets with social-first storytelling, Compare the Market created cultural relevance beyond the pitch, reinforcing its role as a facilitator of memorable, family-friendly days out.