Scaling the ICC's global cricket content operation to billions of views

The International Cricket Council operates across a non-stop global cricket calendar, serving fans in multiple markets, time zones and formats.

The ICC needed an always-on content operation capable of supporting its website, app and social channels throughout the year, while rapidly scaling during major international tournaments when fan interest and content demand reach their peak.

The challenge for Brave Bison was to deliver consistent, high-quality content around the clock while responding quickly to live sporting moments, player access and changing fan conversations. A successful Fan Engagement strategy needed to connect global scale with local relevance and ensure each platform received content designed for the way its audience consumes cricket.

Brave Bison built a global, 24/7 content operation across Australia, India and the UK, integrating directly with the ICC's internal team.

An always-on editorial and video strategy supported rolling coverage throughout the cricket calendar, with modular content frameworks allowing written and video assets to be adapted quickly for different platforms, tournaments and audiences.

We also developed an archive-led storytelling approach that transformed historic tournament footage into evergreen content, nostalgia-driven stories and timely narratives connected to current events. During major tournaments, embedded content leads worked from venues alongside ICC teams to capture match moments, fan reactions and player access in real time.

This combination of global infrastructure, content production and Fan Engagement delivered extraordinary scale, including 16.9 billion video views across Meta, the ICC website and app during the ICC Men's Cricket World Cup 2023, and 1.3 billion views in the first 24 hours after the 2024 Men's T20 World Cup final.