Ahead of the 2023 Ashes summer, England and Wales Cricket Board (ECB) sponsor LV= Insurance leveraged its tie-up to begin the hype ahead of the Australia series through a ‘Village Vs Pro: Ashes Edition’ campaign developed with ‘The Cricket District’.
The content led initiative saw the Jack and Toby from village cricket social media hub ‘The Cricket District’ challenged to take on a pair of bowlers who boast 1,261 test wickets between them – James Anderson and Stuart Broad.
The resulting video, amplified across the hub and the brand’s own platforms in harness with sports and entertainment agency CSM, shows just how long two amateur village cricketers can last again England’s record breaking pacemen.
The film also sees Anderson and Broad offer bowling tips and insights into their techniques and the pair also discuss the impact of England’s new so-called ‘Bazball’ attacking, aggressive approach to the game as they look ahead to the ‘LV= Insurance Men’s Ashes Series’.
The initiative was sponsored by LV= Insurance – the ECB’s title partner for men’s and women’s domestic/home international cricket – and formed the leading edge of the sponsor’s activation of what is set to be a thrilling summer of cricket.
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The video generated plenty of engagement and views and, at its peak, trended at number eight on YouTube.
The LV= Insurance Men’s Ashes Series begins on 16 June in Edgbaston and culminates on 31 July at The Oval, while the LV= Insurance Women’s Ashes Test takes place from 22 June to 26 June at Trent Bridge.
LV=’s ECB sponsorship spans grassroots and elite cricket through grants and funding.
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