The Hundred: Turning cricket’s unplanned moments into social media gold

April 26, 2024
1 min read

The Hundred, England’s innovative cricket competition, is changing perceptions by transforming unexpected and humorous match occurrences into engaging social content.

At Digital Sport North’s latest event this week, ‘The Rise of The Hundred’, held at The Belgrave in Leeds, we heard about a memorable moment from one of the matches where a player was hit not once, but twice in a rather delicate area. This incident, while painful, turned into a social media sensation. The Hundred’s digital team capitalised on this by sharing a humourous quip, “Every ball counts.”

The Hundred is particularly adept at using such unplanned events to connect with a younger, more digital-savvy audience. Their approach is not merely about capturing these moments but also about the creative spin they put on them. This strategy is part of a broader digital-first approach, aiming to keep the tournament engaging beyond the traditional boundaries of the sport.

By doing so, The Hundred not only entertains but also endears itself to a global audience, proving that even a sport steeped in tradition can reinvent itself for the digital age. This approach not only makes cricket more accessible to the younger demographic, but also shows how sports can adapt and thrive in the era of instant social media communication.

My content from the event below.

In movement

In pictures

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