The International Cricket Council (ICC) has opened the door for agencies to pitch for a major marketing and public relations mandate for the ICC Men's Cricket World Cup 2027.
The tournament, scheduled for October-November 2027, will be jointly hosted by South Africa, Zimbabwe and Namibia, bringing together cricket's biggest teams and a global audience across three African nations.
Through its wholly owned subsidiary, ICC Business Corporation FZ LLC (IBC), the cricket governing body has initiated a tender process to appoint an agency that can develop and execute an integrated marketing and communications strategy for the tournament.
The selected agency will work closely with the ICC, the Cricket World Cup Local Organising Committee (LOC) and other key stakeholders to build the tournament's marketing presence and audience engagement across important markets.
A Wide-Ranging Marketing Mandate
The proposed mandate extends beyond conventional public relations. The appointed agency is expected to contribute to several critical areas of the tournament's promotional ecosystem.
Key responsibilities are expected to include:
- Developing the overall campaign and communications strategy
- Creating engaging marketing campaigns and creative assets
- Developing tournament-related content
- Planning and executing milestone activations
- Managing media relations and PR initiatives
- Supporting promotional activities across key markets
- Working with the ICC and LOC on major tournament communication initiatives
With cricket enjoying a strong following across Africa and globally, the assignment presents an opportunity for an agency to shape the public narrative and audience engagement around one of the world's biggest sporting events.
Agencies Have Until August 27 to Express Interest
Agencies interested in competing for the mandate must submit their Expression of Interest (EOI) by August 27, 2026.
As part of the initial submission, applicants will need to provide a signed Non-Disclosure Agreement (NDA) along with a company portfolio of up to 15 pages.
The portfolio is expected to demonstrate relevant experience in delivering marketing and public relations services for major global sporting events, with particular emphasis on experience in Southern Africa.
Applicants must also provide details of their proposed project lead, who would be responsible for overseeing the engagement.
What Happens After the EOI?
The ICC has clarified that agencies will first need to meet the required eligibility criteria and complete the NDA process.
Only qualifying applicants will subsequently receive the detailed Invitation to Tender (ITT) documentation, which will provide further information about the scope and requirements of the assignment.
A Major Opportunity for Sports Marketing Agencies
The 2027 Cricket World Cup is expected to be a significant sporting and commercial event for the African continent. With matches taking place across South Africa, Zimbabwe and Namibia, the tournament offers brands and agencies an opportunity to connect cricket with diverse audiences across multiple markets.
For agencies with proven expertise in sports marketing, integrated communications, content, activations and PR, the ICC mandate could represent a high-profile opportunity to play a central role in building excitement around the 2027 tournament.
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