The Hundred is a brand which has successfully proven the power of doing things differently. It’s a commitment that shows no sign of slowing in the sixth season of the event, which has eschewed the traditional blood, sweat and tears school of sports marketing to embrace entertainment.

The new campaign, created by Elvis, has been designed to bring the brand to new audiences, both in the stadium and on TV. It follows the most successful year yet for ticket sales for The Hundred.  

The brand is now taking marketing lessons from Love Island, with former Islander Dani Dyer providing a voiceover for the spot which frames every match as an episode in ‘the most dramatic show on TV.’

The hero film is a 30-minute TV spot shot in the style of a reality TV trailer. Players visit ‘The Hundred Diary Room’ to deliver knowing confessional-style soundbites, echoing the conventions of hit reality

shows. Each Diary Room moment builds the reality TV language further, teeing up the next burst of action. 

The film closes on fireworks and explosive match highlights and the words of The Hundred’s enduring brand platform: ‘Every. Ball. Counts’.

The campaign represents the latest evolution of The Hundred’s long-term brand strategy. Each season has adapted its creative expression to support a different stage of the tournament’s growth.

The red thread that has run through all of these creative endeavours is the belief that The Hundred should behave like a leading entertainment brand rather than simply be marketed like a sports tournament.

Season Six launches into one of the most competitive sporting summers The Hundred has faced, alongside major international cricket and football. With awareness established, attendances growing and private investment secured, the campaign builds on that momentum by bringing the drama and rivalry of every fixture to life for audiences at home.

The campaign aims to continue to grow television audiences across BBC and Sky Sports, alongside building continued strong attendance, with a particular focus on sporty families and women interested in sport.

The campaign is built around the behaviours that make people choose live television: shared viewing, unfolding rivalries, fear of missing out and the excitement of watching events happen in real time.

Cordelia Brown, Marketing Director at the ECB, explains: "This is about meeting people where they already are - be it at home, or at the game - and bringing them even closer to the action. We've built an incredible tournament with exceptional entertainment, brilliant athletes and genuine rivalries; this campaign is about making sure people know that watching from home is just as much a part of The Hundred experience as being there in person."

Matt Rhodes, Chief Strategy Officer at Elvis, added: "After five years of building The Hundred into one of Britain's most exciting new sports properties, the role of marketing has evolved. Rather than only persuading people to come to the ground, we needed to persuade them to choose The Hundred, every single day of the tournament. So we borrowed the storytelling codes of the television shows that already win that battle for attention. Cricket already has the drama. This campaign simply reframes it in a language new audiences instinctively understand.”

The work features leading men's and women's cricketing talent from across The Hundred's eight teams.