Unified digital and video to light up dark markets

The Challenge

Cricket fans faced a fragmented digital landscape with content, streaming, and fan engagement spread across more than 3 disconnected platforms.

Without a unified, scalable solution, the ICC risked failing to meet evolving fan expectations, missing out on growth in their 6 key growth markets (Nepal, Malaysia, Japan, Korea, Germany and France), and leaving commercial and distribution opportunities under-optimized.

What we delivered

Unified ecosystem

A robust digital, video and engagement platform through Deltatre NEXUS.

Combined analytics

Unified analytics to power more informed decision making, and smarter marketing.

Vendor reduction

Multiple vendors reduced down to a single tech stack and single supplier.

Speed-to-market

Launched in 3.5 months to meet timelines ahead of the Cricket World Cup.

Ad-enabled

Advertising based revenue model to combine with subscription offerings.

Digital ticketing

Official digital ticketing system for World Test Championship.

647M

Video views during opening weekend of the 2026 T20 Men's World Cup

296%

Increase in live streams during opening weekend of 2026 T20 Men's World Cup

442%

Growth in key regions of Nepal, UAE, and USA vs 2024 edition

“Previously, live content sat on a separate site, which confused fans and limited our ability to track behavior and generate strong analytics. We launched on time, and it was a huge success, attracting more than 100 million users to the website during our first men’s T20 event.”

Head of Digital Products, ICC

Outcomes

A unified, cutting-edge experience across web, mobile, and TV. A cost-effective hybrid solution which maximizes reach, and rights value – whilst meeting fan demand. Powered by Deltatre NEXUS, a single CMS integrating the ICC website, app, and ICC.tv, fans can access live streams, highlights, interviews, stats, rankings, and more on any device.