How The Hundred Built A Bold, Modern Sports Content Ecosystem
2 hours ago
Matt Farnworth, Multiple Agency’s Head of Creative Strategy, shares how Multiple helped shape The Hundred’s bold, modern approach to content.
Since being appointed in 2021, Multiple has worked closely with The Hundred from the earliest stages, helping to define and deliver its content strategy. One as bold and entertaining as the competition itself.
From day one, our goal has been simple: to create content that connects fans to the players, the teams, and this new format in ways that feel fresh, exciting, and unmistakably modern. Exactly what the competition is.
Even since the competition’s inception, the content landscape has shifted rapidly. This has required us to evolve our approach, defining, developing, and delivering content with both purpose and precision. One shoot no longer means one or two pieces of content; it literally means hundreds, each with a distinct role in the content ecosystem. To maximise impact, our approach combines strategic clarity with creative precision, ensuring every video, animation, and output serves a specific audience, platform or moment.
Take Squad Games, now in its third year. Filmed over just two days, it has become a stage for player personalities. More than 100 pieces of content emerge from a single shoot, capturing moments, reactions, and stories that allow fans to get close to the players, understand the competition, and feel it even when it’s not on.
Kit launches follow the same principle. Eight new kits across all teams generated 43 pieces of creative. From concept to shoot, post-production to delivery, everything is done in-house, allowing us to maintain high production values while working at scale.
Match days are where our content truly comes alive. We go beyond using content simply to show runs and wickets. Instead, we use it to capture the moments that will stick, with hundreds of videos conveying atmosphere, elation, tension, and emotion. Fans feel closer to the game, the players, and the experience itself, whether they are at the ground or via their social feeds.
We also work closely with The Hundred’s commercial partners – including Sage, Sure, Vitality, Toyota, and Compare the Market, helping them activate their content rights, creating content that serves as an effective vehicle for their brand messaging while fitting seamlessly into The Hundred’s broader content ecosystem.
Delivering at this scale requires more than cameras and editing suites. It demands precision planning, skilled teams, and a clarity of purpose in every output. Above all, it requires collaboration between colleagues, with our client, and across their agency partners. This is how we move fast, create more, and never compromise on quality.
The results speak for themselves. We are incredibly proud that since 2021, we have helped The Hundred welcome 2.5 million fans through the gates, including 1.5 million for the women’s competition, 203,000 first-time cricket-goers, and 530,000 juniors. Digital audiences have soared, with over one billion video views.
Season five set new records, with larger crowds, global milestones for women’s cricket, and rising broadcast and online viewership. Families, female fans, and juniors now make up a growing share of audiences, showing the reach of our work.
What we deliver is simple: high-quality, video-first content at a scale that matches the pace at which fans now consume content. It connects audiences, amplifies the sport, and helps brands overcome marketing challenges all in-house, at scale, and without ever compromising craft.