ICC Creator Club reaches record digital heights at ICC Men’s T20 World Cup 2026 

The International Cricket Council’s (ICC) content creator programme for the ICC Men’s T20 World Cup, #T20CreatorClub, delivered what’s believed to be the most engaging content creator programme at any sporting event in history after generating more than 2.5 billion video views across the campaign.

The ICC’s #T20CreatorClub brought together more than 350 creators from a variety of fields, spanning short-form storytelling, entertainment, tech, lifestyle, and youth culture.

Shared across a broad range of social media channels, the content engaged hundreds of millions of users all over the world through a global network of content creators, which was amplified by the ICC and its strategic partners.

JioStar generate 1.66bn+ organic video views

Across host nations India and Sri Lanka, creators invited by JioStar integrated into the tournament ecosystem, working with the ICC and its Members to produce content with players, commentators and Official Ambassador Rohit Sharma, broadening both reach and relevance across diverse audiences with 1.66 billion video views from over 1,100 posts.

More than 20 creator posts crossed 15 million views individually, demonstrating the remarkable scale and virality of creator storytelling and powerful fan appetite for fresh, relatable narratives from cricket’s biggest stage.

Prominent India content creator Payal Dhare generated more than 180M video views from her #T20CreatorClub posts, including 89M video views for a short, but powerfully captioned interaction with Player of the Match Ishan Kishan following India’s victory over Pakistan in Colombo.

Popular tech vlogger Shlok Srivastava gave fans an amazing behind-the-scenes experience of how broadcast productions are put together, while Shaarang Shringarpure added some humour to the mix with his commentary impersonations alongside some of the biggest names in the game.

ICC Digital Insiders scale new heights

ICC Digital Insiders, including Crystal Arnold, Sanjana Ganesan, Andrew Leonard and Nikhil Uttamchandani all contributed significantly to the scale of the programme, collectively generating hundreds of millions of views under the #T20CreatorClub hashtag.

One of Ganesan’s integrations of a social media trend with her T20 World Cup experience generated 34M video views alone, while Uttamchandani’s regular “The Unique Angle” series proved to be a great contributor to the campaign’s overall engagement.

ICC Head of Digital, Finn Bradshaw, said: “The ICC’s #T20CreatorClub demonstrates the role creators can play in connecting the game with new and younger audiences around the world. By working with a diverse global network and our partners, we extended the reach of the ICC Men’s T20 World Cup 2026 and presented the game in ways that resonate across different platforms and communities. We’re delighted with how it was received and the role the #T20CreatorClub played in making this the most globally accessible event in ICC history.”

Broadcast licensees and strategic partners take the game global

The programme extended globally through collaborations with Sky Sports (UK and Northern Ireland) and Myco (Pakistan). Michael “Timbsy” Timbs was brought to India by Sky Sports to access his traditionally non-cricket audience, with one piece of content generating 3.4 million views from fans who otherwise may not have engaged with the sport.

In Pakistan, Myco’s #SabDekhenge content creator campaign reached more than 12.9M people and garnered 159M video views as they supported the ICC’s #T20CreatorClub with prominent Pakistan creator Abbas Raza Bukhari. Meanwhile, MENA rights holders StarzPlay sent influencer Parikshit Balochi to the India vs. Pakistan game and the official Fan Park in Dubai, with his content viewed over 105 million times.

Creator activity was further amplified through ICC commercial partners Hyundai, Marriott Bonvoy, ThumsUp, Budweiser and Google, with more than 100 creator appearances across campaigns and in attendance at matches throughout the tournament to help increase reach and engagement for the #T20CreatorClub and their activations.

The ICC’s #T20CreatorClub provides a scalable model for future ICC events, in line with the ICC’s ongoing commitment to making cricket as accessible as possible to emerging and traditional global audiences alike.