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ECB’s ‘The Hundred’ collaborates with Sky Sports and LEGO

As part of the deal, the ECB prioritizes to promote the tournament to families and kids. Thus, ECB and Sky Sports aim to target the audience through the Lego Group via events and videos.

With the inaugural 100-ball tournament ‘The Hundred’ all set to be launched, Sky Sports and the ECB have joined hands with the Lego Group, a Danish toy production company, to promote and market the event in the country.

An agreement for an exclusive partnership between the parties was reached recently. As part of the deal, the ECB prioritizes to promote the tournament to families and kids. The new 100-ball tournament will have a different format and rules. Thus, ECB and Sky Sports aim to target the audience through the Lego Group via events and videos.

The ECB plans to release a video about ‘The Hundred’ for its supporters. The video will feature stars like Sky Sports’ Andrew Flintoff and Ebony Rainford-Brent, and cricketers Ben Stokes, Heather Knight, Moeen Ali and Kate Cross as Lego mini-figures. 

The ECB prepares to target the younger fans with their new 100-ball tournament venture, banking on the young generation’s love for the shortest format of the game.

Former English cricketer, Ebony Rainford-Brent, who is now a commentator and Director of Women’s Cricket at Surrey, expressed her thoughts on this collaboration and said, “This partnership with Sky, the Lego Group and The Hundred is so cool. We want to help even more kids fall in love with our great game and working with a partner like the Lego Group is a fantastic way to do just that. We want to help even more kids fall in love with our great game and working with a partner like the Lego Group is a fantastic way to do just that.”

This agreement will also see Lego’s content creation department associate with all teams featuring in ‘The Hundred’. There will be fun events and videos where the players would be put to test with their Lego building expertise.

The Hundred, which got postponed because of the pandemic, is now scheduled to commence on July 21. The women’s division will kick off the tournament with a match between Oval Invincibles and Manchester Originals at The KIA Oval in London. The men’s division starts their tournament a day later at the same venue. Sky Sports will broadcast all 68 matches live, which includes 34 women’s and 34 men’s matches. Simultaneously, its YouTube channel, Sky Cricket will stream all 34 women’s matches and selective men’s games as well. 

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