ECB: England Women Squad Announcement

The Brief

Build mass awareness of the England Women's squad ahead of the ICC Women's T20 World Cup 2026. The ambition was to position the players as mainstream sporting personalities, create greater cut-through beyond cricket audiences and bring the ECB’s Unlimited Drama platform to life across national, lifestyle, entertainment and sport media.

Campaign Execution

Partnered with Sky Sports and BBC to create a bold squad announcement film that revealed the England Women’s World Cup squad through recognisable broadcast and cultural formats. Each player announcement was delivered by a familiar face from sport, entertainment, news or radio, placing the team within moments and spaces already recognised by audiences across the country.

The film brought together names including Greg James, Luke Littler, Lando Norris, Justin Rose and Kelly Cates, alongside EastEnders talent. By using mainstream personalities to introduce the squad, the campaign demonstrated the growing cultural crossover of England Women and helped present the players as central characters in Britain’s summer of sport.

The launch was supported by an integrated earned and paid media strategy. Alongside a targeted press office campaign spanning sport, national, broadcast, lifestyle and regional media, the film was amplified through Cascade, The Space Between’s digital amplification framework. Glorious Sport, Women’s Sport Alliance and JOE published long-form content.

Results 

We secured 48 pieces of media coverage and reaching more than 440 million people across earned media channels. Coverage landed in leading outlets including Sky Sports, BBC Sport, The Times, Stylist and The Daily Telegraph.

The squad announcement film attracted 1.3 million views, making it one of the strongest-performing pieces of England Women content across ECB-owned channels.