The programme’s reach extended globally through collaborations with Sky Sports in the UK and Northern Ireland and Myco in Pakistan.
Michael “Timbsy” Timbs (michaeltimbs on Instagram) was brought to India by Sky Sports to engage his non-cricket audience, with one piece of content generating 3.4 million views. In Pakistan, Myco’s #SabDekhenge campaign reached more than 12.9 million people and delivered 159 million video views, supported by creator Abbas Raza Bukhari (abbassbukharii on Instagram).
MENA rights holders Starzplay also contributed, with influencer Parikshit Balochi promoting the tournament across the region, with coverage of the India–Pakistan fixture and Fan Park activations in Dubai amassing 105 million views.
The #T20CreatorClub was further amplified through ICC commercial partners including Hyundai, Marriott Bonvoy, ThumsUp, Budweiser and Google, with more than 100 creator appearances across campaigns and match-day activations.
Speaking on the massive success, ICC Head of Digital Finn Bradshaw said: “The ICC’s #T20CreatorClub demonstrates the role creators can play in connecting the game with new and younger audiences around the world.
“By working with a diverse global network and our partners, we extended the reach of the ICC Men’s T20 World Cup 2026 and presented the game in ways that resonate across different platforms and communities.
“We’re delighted with how it was received and the role the #T20CreatorClub played in making this the most globally accessible event in ICC history.”
