The ICC: Innovating at the Cricket World Cup.

Finn Bradshaw, Head of Digital at the ICC, joins Andy and Charlie on the Sports Loft podcast. Having worked previously with Cricket Australia and in tennis at the Australian Open, Finn now drives the digital agenda at the ICC and has events such as the Cricket World Cup to look after. So we were keen to dig into how the ICC is looking to innovate and adopt new technologies.

In our latest episode with Finn Bradshaw:

Innovating at the Cricket World Cup

• Why the challenge for cricket in America is not building an audience, but having the right product?
• How did the ICC work with influencers such as Jomboy during the World Cup and what did they learn?
• Why did the ICC partner with existing games on Roblox rather than building their own?
• How did experiences on the Apple Vision Pro help with partnership discussions?
• What were Finn’s biggest learnings from getting 4million viewers on the ICC TV app?

How the ICC uses different social platforms

• Why are Facebook and Instagram the best marketing platforms ever built?
• Which platform has the best analytics?
• Why did match highlights only go on Meta channels up until 2023 and why change?
• How does Finn balance the need to build audiences on their own channels vs getting the reach on social?

Running proof-of-concepts at the ICC

• How does the ICC test ideas before rolling them out more broadly?
• How did the ICC test vertical video? What did the learn and how did they adapt?
• How have POC’s built trust with internal stakeholders, sponsors and partners?
• Why is it important how you measure success for POC's?
• Why has senior backing been so important for implementing a “test and learn” approach?