How do the world’s biggest sports, teams and advertisers engage fans? What sort of content and campaigns truly resonate? And what are the secrets to monetizing the world’s most in-demand audience?
The Fan Engagement Podcast brings you in-depth conversations with the smartest minds in sport.
Our host, award-winning journalist Megan Cain, quizzes senior leaders from brands, rights holders, betting companies, broadcasters and more to bring you actionable insights on fan engagement.
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How do the world’s biggest sports, teams and advertisers engage fans? What sort of content and campaigns truly resonate? And what are the secrets to monetizing the world’s most in-demand audience?
The Fan Engagement Podcast brings you in-depth conversations with the smartest minds in sport.
Our host, award-winning journalist Megan Cain, quizzes senior leaders from brands, rights holders, betting companies, broadcasters and more to bring you actionable insights on fan engagement.
#4 Rob Johnson, The Hundred: A disruptive engagement strategy to attract new audiences to watch cricket
The Fan Engagement Podcast
22 minutes 30 seconds
2 years ago
#4 Rob Johnson, The Hundred: A disruptive engagement strategy to attract new audiences to watch cricket
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
The Fan Engagement Podcast
How do the world’s biggest sports, teams and advertisers engage fans? What sort of content and campaigns truly resonate? And what are the secrets to monetizing the world’s most in-demand audience?
The Fan Engagement Podcast brings you in-depth conversations with the smartest minds in sport.
Our host, award-winning journalist Megan Cain, quizzes senior leaders from brands, rights holders, betting companies, broadcasters and more to bring you actionable insights on fan engagement.
