ICC seeks marketing partner for 2027 Men’s Cricket World Cup

MUMBAI: Every World Cup needs a captain, but before the first ball is bowled, it also needs a winning campaign. The International Cricket Council is now looking for the agency that can help turn the road to the 2027 Men’s Cricket World Cup into a global marketing spectacle.

The International Cricket Council (ICC) has invited agencies to bid for the marketing and public relations mandate for the ICC Men’s Cricket World Cup 2027, as preparations accelerate for the tournament, which will be staged across South Africa, Zimbabwe and Namibia in October and November 2027.

The appointment will be managed through ICC Business Corporation FZ LLC (IBC), the governing body’s wholly owned commercial subsidiary. The selected agency will be tasked with designing and delivering an integrated marketing and communications strategy to build awareness, drive fan engagement and generate excitement in the run-up to and during the tournament.

According to the ICC, the agency will work closely with the governing body, the Cricket World Cup Local Organising Committee (LOC) and other stakeholders to oversee campaign strategy, creative development, content creation, milestone activations, media relations and campaign amplification across key international markets.

The objective is to deliver a measurable communications programme that strengthens the tournament’s global profile and deepens engagement with cricket fans while supporting the commercial ambitions of one of the sport’s biggest events.

The ICC is seeking agencies with a proven track record in delivering marketing and public relations campaigns for major international sporting events. While experience in Southern Africa will be an advantage, agencies with broader global sports marketing expertise are also eligible to participate.

Interested firms have until 27 August 2026 at 5 pm GST to submit expressions of interest. Applications must include legal company details, a signed non-disclosure agreement, project lead contact information and a company portfolio of no more than 15 pages showcasing relevant case studies and experience in managing large-scale sporting events.

Only agencies that satisfy the eligibility criteria and demonstrate suitable experience will be invited to participate in the next stage of the tender process and receive the detailed invitation-to-tender documents.

The 2027 edition will mark the return of the ICC Men’s Cricket World Cup to Africa for the first time since 2003, with South Africa, Zimbabwe and Namibia jointly hosting the tournament. Expected to be among the biggest sporting events of 2027, the competition is set to attract significant interest from sponsors, broadcasters and commercial partners well before the first match gets underway.