Women’s cricket relaunches, leans into post-Matildas boom

Cricket Australia and indie agency Apparent have launched the revamped Weber Women’s Big Bash League (WBBL) with a campaign heroing world-class players, titled ‘This and More’.

Designed to excite a new generation of fans and capitalise on the boom in women’s sport after the FIFA Women’s World Cup, the campaign demonstrates the ‘unrivalled greatness’ of the WBBL.

Globally, women’s sport is gaining more recognition, fandom, appreciation and success, and the WBBL campaign aims to lean into this as Australians are looking for more ways to engage with and celebrate female sporting heroes.

Apparent’s creative director, Jackson Long, said: “This campaign is a high energy re-introduction to the WBBL that we hope lets new audiences know that this is the must-see sport this summer.

“In a year in which the entire nation got to know the names, personalities and insane talent of the Matildas, there’s a lot of momentum to back the best athletes in Australia.”

Head of brand and marketing at Cricket Australia, Teresa Basile, added: “The WBBL has paved a path for the next generation and our players are the highest paid women in Australian team sports. They’re some of the best athletes in the world, and incredible role models.

“This campaign showcases the depth of what the WBBL offers; a competition that is homegrown and world class.”

The Big Bash Leagues’ head of competition development and strategy, Margot Harley, commented: “The WBBL is one of the world’s leading cricket leagues and the most-watched women’s sporting league in Australia.

“We’re excited to welcome even more fans to see the greatness of our competition up close over the summer and we cannot wait for fans to witness the world’s best players in the world’s best stadiums this season.”

The campaign is rolling out across TV, OOH, digital, radio and social, while a national media campaign will launch ahead of the regular season which begins 19 October.


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