Meta partners with 500 creators to create content around World Cup 2023

With the ICC Men’s Cricket World Cup 2023 starting October 5, Meta has unveiled a creator campaign for any ICC tournament.

As a part of its digital content rights partnership with ICC, Meta be partnering with more than 500 creators to bring the tournament to life.

Meta has handpicked 50 creators to deliver immersive and behind-the-scenes content to cricket fans globally, on Instagram, Facebook, WhatsApp and Threads.

Meta said, “One of the biggest creator interventions will be ‘Super 50’. This is a group of 50 creators, who through this 50 overs tournament, will cover the 48 matches in their own way. They will have match access like never before. This means access to the field pre- and post-match, to commentators, to ambassadors, pre-match day ground access and more. The creators come from across India so every match will have a creator in attendance, covering it in their city and in their language.”

“Cricket, and especially the World Cup, gets India’s love and attention. To give fans unprecedented access to matches, and give creators a chance to be discovered nationally, we’ve kicked off one of our largest creator campaigns for any sporting event to date. We’re glad to work with ICC on this and to have their support in unlocking the many social and fan experiences on our platforms. At the scale of this campaign, we’re hoping this revolutionizes the way cricket fans engage with the sport,” said Paras Sharma, Director and Head of Content and Community Partnerships, Meta, India

“The ICC is always looking for ways to reach new fans, and Meta’s platforms are a fantastic way to do that. It has been great to work with Meta on this project, to find unique and creative ways to bring the sport we all love to even more people across the world. We can’t wait to see the unique perspectives these creators will bring to the ICC Men’s Cricket World Cup and help make it the greatest cricket event ever,” added Finn Bradshaw, ICC Head of Digital

Apart from ‘Super 50’, where creators have exclusive access to various opportunities, there will be many other creators attending matches and sharing their experiences with their audiences. These experiences will bring a flavour of them attending matches, but also of their city and the fan following that exists in their city. This will be shared across their Reels, WhatsApp Channels, Instagram Broadcast Channels and Threads.