The International Cricket Council (ICC) and England and Wales Cricket Board (ECB) have launched new multi-channel campaign, Catch the Spirit.
The campaign aims to excite fans before the ICC Women’s T20 World Cup, which takes place in England in summer 2026.
Developed with creative agency House 337 and produced by Irresistible Studios, the campaign taps into the infectious energy of a major tournament on home soil, pushing the profile of women’s cricket into the mainstream.
At the centre of the campaign is a striking 30-second television commercial featuring stars Ellyse Perry, Hayley Matthews, Lauren Bell and Richa Ghosh, with a cameo from cricket legend Andrew Flintoff.
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Catch the Spirit will run across linear and on-demand television, geo-targeted digital radio, social media and and out-of-home advertising right up until the tournament begins.
Backed by a multi-million pound investment, the initiative is one of the most ambitious efforts yet to build public excitement for women’s cricket on a par with other national women’s sports.
England and Wales will play host to 12 international teams contesting 33 matches over 24 days, starting from 12 June at Edgbaston, with the final set for Lord’s on 5 July. Matches will take place at top venues including Edgbaston, Old Trafford, Headingley, Bristol County Ground, The Oval, Lord’s and Hampshire Bowl.
“When a World Cup lands on home soil it takes over everything,” said Josh Green, chief creative Officer at House 337, “The campaign is not just about selling tickets – it’s about ensuring that when history arrives, you either join in or you miss out.”
Jen Vile, ECB’s marketing director, added, “Next year is our moment to propel women’s cricket into the mainstream. Catch the Spirit is designed to capture the energy and excitement a World Cup brings to home soil and invites fans to be part of something truly memorable. We believe this tournament has the power to ignite a lifelong passion for women’s cricket.”
