GT20 Canada League
Building a sporting IP in a new market
SOCIAL MEDIA MANAGEMENT
CONTENT PRODUCTION
PERFORMANCE MARKETING
WEBSITE
OPERATIONS
Table Of Contents
The Problem
GT20 Canada was the first T20 cricket league in North America, entering a market with no proven acceptance of cricket as a mainstream sport. The challenge wasn’t short-term attention, it was building belief, affinity, and legitimacy for the sport itself.
The real question wasn’t how to market a tournament, but how to grow a sport in a new market.
Our Direction
Our direction was clear: position GT20 Canada as a serious, entertaining sporting IP, not a niche cricket event. The goal was to align with how major leagues in North America are perceived, build long-term brand equity, and make cricket feel relevant, exciting, and culturally compatible.
GT20 wasn’t just a league. It had to feel like a movement.
Insight
Our research revealed three critical truths: Canada has a large immigrant population from cricket-playing nations, cricket already had historical roots in Canada that simply needed reviving, and North America is deeply sport-driven by culture, not format.
The opportunity wasn’t to introduce cricket, it was to reframe it for a new audience.
Our Execution
To build a league, we had to go all in. Our execution spanned the entire ecosystem: fun, culture-led digital content rooted in cricket; community engagement with cricketing communities; and systems that supported the business of sport. Our scope included social media management, content creation and ideation, website management, ticket sales integration, sponsorship sales and servicing, and media planning and PR.
Every touchpoint was designed to strengthen GT20 as a premium sporting IP.
Optimisation
We refined, learned, and scaled with every season, deepening our understanding of the cricketing audience, refining content, messaging, and distribution, and entering each new season with clearer direction aligned to the long-term vision.
GT20 evolved year after year, not through guesswork, but through learning.
The Outcome
2.5M
Followers across social platforms
4B
Impressions across social platforms
300K
On-ground footfall across 4 seasons
GT20 Canada established itself as the premier cricket league in North America and a credible global sporting IP.