ICC launches 'Criiio' marketing campaign on eve of Cricket World Cup
The International Cricket Council, the sport’s world governing body, today launched ‘Criiio’, a marketing campaign aimed at promoting and celebrating “the magnificent diversity of cricket.”
The launch takes place on the eve of this year’s ICC Men’s Cricket World Cup 2019, which is being hosted by England and runs until 14 July.
The ICC said: “Around the world hundreds of millions of fans are playing cricket the way they like to – on the beach, in a carpark or gully or their backyard. Criiio is a celebration of all the brilliant and unique ways people play the game which can be played anywhere, by anyone, at any time and the ICC are inviting fans playing social cricket their way into the Criiio tribe.”
Fans are being invited to ‘share their criiio’ using the newly launched #criiio. Fans can share pictures and videos of where and how they play cricket across the world using #criiio and visiting criiio.com.
The ICC claimed that the move builds on the success of a recent user-generated social media initiative #WorldWideWickets and is the first of a series of programmes that it will launch over the next 12 months “to connect and grow the hundreds of millions of cricketers around the world.”
Manu Sawhney, the ICC’s chief executive, said: “On the eve of the ICC Men’s Cricket World Cup which brings together the best ten teams and players in the world, we want to celebrate the nearly half a billion fans playing social cricket around the world.
“Criiio is a celebration of everyone playing cricket their way and world cricket wants to invite them into the criiio tribe. Cricket is for everyone, it is inexpensive, engaging, simple and fun, and we want to share all the different ways that the game is being played.”
The campaign looks set to be used to help support the ICC’s push for cricket to be included in the programme of the 2028 Olympic Games in Los Angeles for the first time since the Paris games of 1900.