ICC, SLC and Dialog unite millions of cricket fans in Sri Lanka ahead of co-hosts' first game
Media release
The International Cricket Council (ICC) and Sri Lanka Cricket (SLC), in partnership with the ICC’s Media Rights partner in Sri Lanka, Dialog Axiata PLC (Dialog), have generated strong momentum ahead of the ICC Men’s T20 World Cup 2026 through a series of fan engagement initiatives. The campaign has delivered high-impact on-ground experiences, innovative digital activations and nationwide anticipation as co-hosts Sri Lanka prepare to begin their campaign against Ireland in Colombo on Sunday.
At the heart of the activity in the lead-up to the tournament was the ICC Trophy Tour, which captured the imagination of fans across the country. Driven by collaboration between the ICC, SLC and Dialog, the ICC Trophy Tour delivered a fan-first campaign that brought the tournament closer to communities all over the island, while celebrating and showcasing the country’s culture in the process.
More than 15,000 fans were directly engaged through a series of immersive Trophy Tour activations, supported by integrated amplification across broadcast, social media and press publications. These experiences were designed to blend live interaction with digital storytelling, extending the reach and impact well beyond the physical locations.
Over 10,000 printed fan photographs were distributed on-site, while instant digital photo sharing enabled fans to share their experiences across personal social media channels. In addition, more than 4,000 AI-powered Trophy selfie images were created, generating highly shareable content moments and reinforcing the tournament’s digital-first engagement strategy.
Collectively, the campaign has achieved an organic digital reach of more than eight million, fuelled by short-form video, platform-native content and social storytelling that has resonated strongly with cricket fans across Sri Lanka.
As Sri Lanka prepare to take the field for their first match of the tournament at the R. Premadasa Stadium, fan engagement will continue to build throughout the competition, with 13-plus Fan Parks set to be activated by Dialog nationwide and each location expected to attract over 2,000 fans. Watch parties at leading hotel chains across the country will further enhance the carnival atmosphere, offering fans new ways to experience the ICC Men’s T20 World Cup 2026 together.
A major milestone within the tournament’s campaign sees Dialog Television and Dialog Play, through its ThePapare channel, become the first broadcaster in Sri Lanka to deliver ICC Men’s T20 World Cup coverage with Sinhala commentary for every match of the tournament, enabling fans to enjoy matches at home or on the go via the Dialog Play mobile app. Coverage will be further extended to the masses through Dialog Television’s free-to-air partner, TV Supreme, as well as with Sri Lanka Telecom-owned platform PEO TV.
The success of the ICC Trophy Tour and the wide-ranging initiatives planned throughout the tournament underline the impact of innovative fan engagement and collaborative stakeholder partnerships, as anticipation continues to build across Sri Lanka for the ICC Men’s T20 World Cup 2026.