ECB APPOINTS THE SPACE BETWEEN FOR ICC WOMEN’S T20 WORLD CUP 2026 COMMUNICATIONS BRIEF

Image credit: the ECB & Getty Images

By Team TSB

The Space Between has been appointed as the PR agency for the ICC Women’s T20 World Cup 2026, following a competitive pitch led by the England and Wales Cricket Board (ECB).

The agency’s brief is to drive awareness of the tournament and support the bold vision to shift women’s cricket to having mainstream status.

Next year’s competition will take place across England from 12th June to 5th July, featuring 12 teams. The 33 matches will be held across seven cricket grounds, including Lord’s, The Oval, Headingly and Old Trafford Cricket Ground.

Over the last four years, starting with tfhe launch of The Hundred Women’s competition in 2021 and more recently the Women’s Ashes Series in 2023, women’s cricket has seen attendances at games significantly increase. This growth has been driven by proactive scheduling, bigger venues, audience segmentation and marcoms campaigns. The upcoming competition presents another pivotal opportunity to drive lasting change and cultivate life-long fans.

Katie Thompson, Head of Communications for the ICC Women’, said: "The Space Between showed us a deep understanding of the relationship existing fans, and new audiences, have with women’s cricket, and displayed a strong track record of delivering campaigns that drive ticket sales. We have big ambitions for this tournament which among other things, requires strong agency partnerships to achieve them.”

Lisa Parfitt, Co-Founder of The Space Between, said: "Understanding the needs of challenger brands is what we do best, and we have so much experience in applying this to the growth of women’s sport. We see this tournament as having the ability to redefine the game and elevate it to new heights by driving awareness, affinity and ultimately attendance to this event on UK home soil, which will be full of main character energy.”

Tickets for the event went on sale last month, with the first wave of priority tickets for the final sold out within 24 hours.

The Space Between was the agency behind the award-winning Ashes to Ashes comms campaign for England Women in 2023. Other challenger brands in The Space Between’s portfolio of clients include Vitality, OVO, Under Armour, SailGP, Xero and Metro Bank.