Catch the Spirit

The International Cricket Council (ICC) and England and Wales Cricket Board (ECB) have today launched *Catch the Spirit*, a new global campaign designed to capture the infectious energy that only a World Cup can bring.

The campaign was developed by creative agency House 337 and produced by Irresistible Studios. The hero TV spot features world-class players Ellyse Perry (Australia), Hayley Matthews (West Indies), Lauren Bell (England) and Richa Ghosh (India), with a cameo appearance from cricket legend Andrew Flintoff.

The creative direction reflects how great sporting moments extend into everyday life and resonate with both fans and non-fans alike. *Catch the Spirit* presents the ICC Women’s T20 World Cup as more than just a tournament, but as a defining cultural event.

The campaign launch coincides with tickets going on general sale for the tournament, which will sweep the nation next year. England and Wales will play host to the best cricketing talent from around the globe battling it out over 24 days on the biggest stages across the country. With the tournament opener taking place on 12 June at Edgbaston, Birmingham, the final at Lord’s on 5 July and demand already high across all matches, fans are encouraged to secure tickets early for what promises to be a historic moment in women’s sport.

Jen Vile, ECB Marketing Director, said: “Next year is our moment to propel women’s cricket into the mainstream. *Catch the Spirit* is designed to capture the infectious energy and excitement that fans feel when a World Cup arrives on home soil. This campaign invites fans to be part of something truly memorable, and we believe this tournament has the power to ignite a lifelong passion for women’s cricket.”

Josh Green, Chief Creative Officer, House 337 added: “When a World Cup lands on home soil it doesn’t just live in the grounds, it takes over everything; the streets, the pubs, the kitchen table. Cricket becomes impossible to ignore. That’s what we wanted to capture. This isn’t just about selling tickets – although that’s hugely important – it’s about showing that when history arrives, you either feel it with everyone else, or you miss it.”

The ICC and ECB are putting multi-million-pound investment into marketing the Women’s T20 World Cup next year to bring women’s cricket into the mainstream and build lasting affinity for the game. Spearheaded by the 30-second television commercial which goes live today, the campaign will be supported by out-of-home advertising, video-on-demand, geo-targeted digital radio, display and social channels running up to competition time.

Get ready to catch the spirit next summer; get your tickets to see the ICC Women’s T20 World Cup 2026 here: womens.t20worldcup.com.