Big Bash League

Big Bash League

SITUATION

Traditional cricket formats were declining. Younger fans were tuning out as traditional games of cricket went as long as 5 days. Legends was commissioned to help identify a unique opportunity to connect younger audiences.

OBJECTIVES

  • Attract new fans
  • Create an innovative new product
  • Increase consumption; at-match, participation, viewership
  • Identify new partner opportunities

STRATEGY

Create an experience through the eyes of a fan. Deliver non-stop entertainment at-match with a specific focus on kids, families & females.

RESULTS

In just 8 years, the BBL is now one of Australia’s marquee leagues and sits comfortably within the Top 10 global leagues in the world. Over 50% of attendees are families with 25% of fans having never previously been to a game of cricket.