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ICC’s Winning Strategy: Boosting Early Cricket World Cup Ticket Sales


Cricket is more than a sport; it’s a passion that brings people together worldwide. The ICC Men’s Cricket World Cup (CWC) is the pinnacle of One Day International Cricket, and in 2023, it’s hosted in cricket-obsessed India, spanning ten iconic venues. The International Cricket Council (ICC) faced the challenge of informing Indian cricket fans about staged ticketing releases and facilitating early sales. Their solution? A strategic partnership with ECAL, leading to remarkable results.

Informing and Engaging Fans

The ICC’s objectives were crystal clear: deliver essential ticketing details, promote CWC ticket release dates for international matches, and streamline sales for Indian matches. ECAL’s strategy involved precise audience segmentation based on location and preferences, ensuring the right information reached the right audience at the right time.

Smart ‘Tickets On-Sale’ Alerts

This strategic approach resulted in six distinct calendar campaigns:

  1. For CWC enthusiasts, ‘Tickets On-Sale’ entries were sent, detailing the ticketing process and offering direct access to purchase non-Indian match tickets.
  2. Indian cricket fans interested in the CWC received ‘Tickets On-Sale’ entries specific to Indian matches. These entries included match-specific information and direct links for ticket purchases.

Impressive Results

The partnership delivered the following outcomes:

  • Over 269,000 calender impressions
  • 15,412 clicks on the ‘Buy Tickets’ link within calendar entries demonstrated fans’ eagerness to secure their World Cup tickets.
  • The click-through rate (CTR) of 6% for ‘Buy Tickets’ showcased the effectiveness of ECAL’s platform in driving early ticket sales.

This project exceeded its objectives, making the CWC ticketing process transparent and accessible for fans. By targeting international audiences with ticket release information, ECAL and ICC aimed to fill stadiums with enthusiastic fans from various countries.


The partnership between ECAL and the International Cricket Council has been a game-changer in the world of cricket. By delivering smart ‘Tickets On-Sale’ entries directly into fans’ calendars, they have educated, informed, and engaged cricket lovers in India and around the world. The 6% click-through rate to ‘Buy Tickets’ highlights the success of this initiative in driving early ticket sales and ensuring that fans are well-prepared for the upcoming Cricket World Cup. With India hosting the 2023 ICC Men’s Cricket World Cup, the enthusiasm and anticipation among fans is at an all-time high. Thanks to the ICC and ECAL’s collaborative efforts, cricket lovers are empowered with the tools they need to make the most of this grand event.

The ICC Cricket World Cup Final is scheduled for 19th November, so it’s not too late to join the cricket extravaganza. Don’t miss a moment with the official Cricket World Cup digital calendar, powered by ECAL – get it here!


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