ICC opens pitch for Cricket World Cup 2027 marketing and PR mandate

The International Cricket Council (ICC) has opened a tender process to appoint a marketing and public relations services partner for the ICC Men's Cricket World Cup 2027, as preparations gather pace for the tournament scheduled to be held across South Africa, Zimbabwe and Namibia in October and November 2027.

The mandate will be managed through ICC Business Corporation FZ LLC (IBC), the ICC's wholly owned commercial subsidiary. The selected agency will be responsible for developing and executing an integrated marketing and communications strategy aimed at building awareness, driving fan engagement and generating excitement before and during the event.

According to the ICC, the appointed partner will work closely with the governing body, the Cricket World Cup Local Organising Committee (LOC) and other stakeholders to oversee campaign strategy, creative development, content creation, milestone activations, media relations and amplification across key markets.

The governing body said the objective is to create a measurable and effective communications programme that helps connect with cricket fans globally and enhances the tournament's visibility leading up to the competition.

The ICC is seeking agencies with proven experience in delivering marketing and PR campaigns for major international sporting events. Particular emphasis has been placed on experience in Southern Africa, although agencies with broader global sports marketing credentials are also eligible to apply.

Interested agencies have until August 27, 2026, at 5 PM GST to submit expressions of interest. Applicants are required to provide their legal company details, a signed non-disclosure agreement, contact details of the project lead and a company portfolio demonstrating relevant experience. The portfolio should not exceed 15 pages and must include case studies and examples of work in large-scale sporting events.

The ICC said only agencies that meet the eligibility requirements and demonstrate suitable experience will receive the detailed invitation-to-tender documentation.

The ICC Men's Cricket World Cup 2027 will mark the return of the tournament to Africa for the first time since the 2003 edition, with South Africa, Zimbabwe and Namibia serving as co-hosts. The event is expected to be one of the biggest global sporting spectacles of 2027, attracting significant interest from sponsors, broadcasters and commercial partners.

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