New The Hundred format boosts brand partners and sponsors

the hundred

With the second season of The Hundred just concluded, new data has highlighted the success of the ECB’s new 100-ball family-friendly cricket format by showing a surge in online interest in the format’s brand partners and sponsors.

The Hundred effect

The volume of online searches for headwear supplier ‘New Era’ almost doubled (up 91%) compared to last year, while searches for insurance company ‘Vitality’, the format’s Official Wellness Partner, were up 46%.

Search volumes for principal sponsor ‘Cazoo’ also saw a significant jump (up 34%), as did those of Welsh Fire shirt sponsors ‘Hula Hoops’ (up 24%). 

Snack brand KP, whose products adorn the shirts of all teams in The Hundred, saw an increase of 4.05%.

Combining all The Hundred’s key brand partners and sponsors, online search volumes were up by a third (33%) on last season.

The analysis was carried out by online search expert MediaVision, using its proprietary Digital Demand Tracker tool that analyses UK search data from AdWords and Google Trends four times faster than any other platform.

This reinforces the latest announcements from The England and Wales Cricket Board (ECB), which said that more than 500,000 people attended games during The Hundred’s second season, with 22% of its tickets going to children, up 19% from last year, and that 28% of ticket buyers were women, up from 21% for 2021.

It also noted that 271,000 people attended the women’s tournament, which the ECB said was a global record for a women’s cricket competition.

Louis Venter, CEO at MediaVision, said: “The Hundred is a bold new step by the ECB to create a family-friendly short-form cricket format, and the data suggests that its brand partners and sponsors will be pleased with how things are looking.

“The success of the first two years of the format, and the surge in online searches for the brand involved, are a positive sign for the future of The Hundred. 

“It will be fascinating to see if it can continue to grow – and the audience growth for the women’s game in particular is a highly promising sign.”