ICC Creator Club reaches record heights at T20 World Cup 2026

In the event where India sealed their third T20 World Cup trophy, the #T20CreatorClub programme delivered what is believed to be the most engaging content creator campaign in the history of sport, with the initiative generating more than 2.5 billion video views across the campaign, bringing together more than 350 creators from across short-form storytelling, entertainment, tech, lifestyle and youth culture.

Content shared under the #T20CreatorClub banner reached hundreds of millions of fans worldwide, distributed across a wide range of social media platforms and amplified through ICC and strategic partner channels.

Across host nations India and Sri Lanka, creators JioStar and the ICC selected were embedded into the tournament ecosystem, collaborating with players, commentators and Official Tournament Ambassador Rohit Sharma.

This resulted in more than 1.66 billion organic video views from over 1,100 posts, with 21 individual creator posts surpassing 15 million views each.

Among the standout contributors, Payal Dhare (payalgamingg on Instagram) generated over 180 million video views, including 89 million views for a short interaction with Player of the Match Ishan Kishan following India’s victory over Pakistan in Colombo.

Tech creator Shlok Srivastava (Tech Burner on YouTube) provided fans with a behind-the-scenes look at broadcast production, while Shaarang Shringarpure (shaarang_94 on Instagram) added humour through commentary impersonations alongside some of the biggest names in the game.

The ICC’s Digital Insiders Crystal Arnold, Sanjana Ganesan, Andrew Leonard and Nikhil Uttamchandani also contributed significantly, 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 34 million views, while Uttamchandani’s “The Unique Angle” series proved to be a consistent driver of engagement.

The programme’s reach extended globally through collaborations with Sky Sports in the UK and Northern Ireland and Myco in Pakistan.

Michael “Timbsy” Timbs (michaeltimbs on Instagram) was brought to India by Sky Sports to engage his non-cricket audience, with one piece of content generating 3.4 million views. In Pakistan, Myco’s #SabDekhenge campaign reached more than 12.9 million people and delivered 159 million video views, supported by creator Abbas Raza Bukhari (abbassbukharii on Instagram).

MENA rights holders Starzplay also contributed, with influencer Parikshit Balochi promoting the tournament across the region, with coverage of the India–Pakistan fixture and Fan Park activations in Dubai amassing 105 million views.

The #T20CreatorClub was further amplified through ICC commercial partners including Hyundai, Marriott Bonvoy, ThumsUp, Budweiser and Google, with more than 100 creator appearances across campaigns and match-day activations.

Speaking on the massive success, 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.”