The International Cricket Council (ICC), through wholly owned subsidiary ICC Business Corporation FZ LLC (IBC), has initiated a tender to appoint a marketing and public relations agency for the ICC Men’s Cricket World Cup 2027.
Scheduled for October-November 2027, the tournament will span South Africa, Zimbabwe and Namibia, giving the appointed partner a multi-market brief rather than a single-country campaign mandate.
From tournament promotion to integrated storytelling
The agency will work with the ICC, the Cricket World Cup Local Organising Committee and other stakeholders on an integrated marketing and communications programme.
The mandate covers campaign strategy, creative and content development, milestone activations, media relations and promotional activity across key markets. That breadth points to a brief where brand-building, audience engagement and tournament promotion will need to operate as one communications system.
Agencies face a high-bar pitch process
Interested agencies must submit their expression of interest by 27 August 2026. Applications require a signed non-disclosure agreement, a company portfolio of up to 15 pages demonstrating experience in major global sporting events—particularly in Southern Africa—and details of the proposed project lead.
Only eligible applicants that sign the NDA will receive the Invitation to Tender documentation.
A global cricket property enters its next marketing phase
The appointment could become an important showcase for agencies seeking credentials in global sports marketing, particularly across African markets.
The Last Word
The 2027 World Cup brief signals that sports marketing is moving beyond match-day promotion towards integrated, multi-country audience ecosystems.