When COVID struck, as Principal Partner of England Cricket, NatWest’s role was clear: Help the cricket community back on its feet.
With a brand objective to build trust, NatWest supported the game it’s been a partner of for 39 years through a virtual campaign.
NatWest’s immediate focus was the grassroots game. The UK’s largest sport volunteering programme NatWest CricketForce (NWCF) went online with a 6-week digital programme featuring a financial toolkit and messages of support from England players. We provided 2,220 clubs with PPE enabling them to undertake club renovations safely. 3,284 clubs took part, +49% vs 2019. For those aware of NWCF NatWest saw +39% uplift in Reputation & +29% Trust.[i]
With no fans in stadiums as men’s international cricket returned, NatWest set out to deliver the ‘magic’ of live sport with virtual post-match events featuring players & legend and cricket hampers.
NatWest championed return of Women’s International cricket with a virtual event on how playing sport can provide girls with lifelong leadership skills. The panel included Anna Kessel, Ebony Rainford-Brent & Clare Conner.
As the summer came to a close, we celebrated the community heroes and professional stars who helped to get cricket back on its feet with a new event The NatWest Cricket Awards. Broadcast live to 207,000 on Sky Sports.
From Grassroots to Joe Root, NatWest supported everyone involved in the game and improved its brand perception, with 68.2% of 18-44year old cricket fans stating they have trust in NatWest.[ii]
[i] 2020 KANTAR Brand Research
[ii] Futures fan survey research – wave 1
