#4 Rob Johnson, The Hundred: A disruptive engagement strategy to attract new audiences to watch cricket

Rob Johnson is Head of Digital and Content at The Hundred, a professional 100-ball franchise tournament run by the England and Wales Cricket Board (ECB).

The Hundred launched in 2021, with a revitalised format and disruptive strategy to attract new audiences to watch cricket, including female fans and Gen Z’ers – and it’s been a mega success.

But how, in just two seasons, did the league attract 4.9 million fans to watch women's cricket, achieve record-breaking TV viewing fixtures and in 2022 draw 500k fans into stadiums across the UK?

In episode four of The Fan Engagement Podcast, you’ll learn:

• 01:12-03:40: Why the ECB needed to launch a new, disruptive product
• 03:41-05:26: How The Hundred attracted over 500k fans into stadiums last year
• 07:14-08:47: What The Hundred has learned about its audience since 2021
• 09:05-12:41: How The Hundred achieved record-breaking viewing figures
• 12:42-15:23: Why the new 100-ball format is the biggest innovation in cricket this decade
• 15:24-17:30: How The Hundred has attracted new FMCG sponsors like KP Snacks and Robinson’s
• 17:31-18:48: How The Hundred is building on ownable database of fans