ICC boosts ticket sales to the Cricket World Cup with 6% CTR

Case Studies, Sports Feb 06, 2025

ICC boosts ticket sales to the Cricket World Cup with 6% CTR

Indian cricket fans were ready to pounce with key ‘Tickets On-Sale’ World Cup ticketing entries tailored to their location and preferences, offering direct access to early sales and one click purchase.

Challenge

Inform highly passionate Indian cricket fans about the CWC staged ticketing release, and facilitate early sales

Solution

Deliver smart ‘Tickets On-Sale’ dates directly into calendar based on location and preferences, with direct access to buy.

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1. Introduction

The ICC Men’s Cricket World Cup (CWC) is the ultimate championship of One Day International Cricket. The event is held every four years, with preliminary qualification rounds leading to a finals tournament. This year the event is in cricket-obsessed India played across 10 venues.

2. Objectives

Deliver important ticketing access details, and inform fans on the staged release of tix;
Promote CWC ticket release dates for non Indian matches to a targeted international audience, to drive sales and fill venues;
Promote CWC ticket release dates for Indian matches by venue group, to inform fans and facilitate sales.

3. Strategy

Audience segmentation based on location and preferences, followed by delivery of high impact, timely ticket alerts and on-sale dates, with multiple alerts, ticketing access details, and direct access to purchase where relevant.

4. Solution

Six separate calendar campaigns were created to deliver the right message, to the right user segment.

Cricket fans interested in the CWC received a ‘Tickets On-Sale’ entry detailing the process for ticketing access, with direct access to purchase non-Indian match tickets;
Cricket fans interested in the CWC and located in India received a ‘Tickets On-Sale’ entry for Indian matches, for each venue group, with specific match

5. Outcomes

269K Impressions directly in fans calendar
15,412 Buy Tickets clicks directly from calendar
6% CTR click-through to buy tickets

Testimonials

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Raúl Cercas

Product Manager Web @ FC Barcelona

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Richard Pepper

Head of Digital @ Wolverhampton Wanderers.

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Matt Rochinski

Vice President of Digital Media @ Hornets Sports & Entertainment

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Tecwyn Davies

Senior Digital Project Manager @ Formula E

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Tariq Gangari

Senior UI Designer

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