As Principal Partner of England Cricket, NatWest needed to seize the once in a generation opportunity that a home Ashes and Cricket World Cup presented in 2019.
NatWest identified a strategic imperative as a brand and a business – to demonstrate to millions who use their services how NatWest makes life as easy as possible.
Through its England Cricket partnership, NatWest set out to make the game easier to play, easier to experience and easier to follow through its Cricket Has No Boundaries campaign.
Over the summer we created activations that helped cricket fans get closer to the game they love. From our realtime batting simulator where cricket fans could face Jofra Archer’s World Cup winning over to letting our followers on social media choose which iconic over Freddie Flintoff should face.
We made it easier for local communities to access cricket with NatWest CricketForce. Now in its 14th year, the programme is the UK’s largest annual sports volunteering programme and helps thousands of clubs to improve their facilities.
5 million children accessed cricket through our partnership with cricket charity, Chance to Shine, reaching children in schools and local communities.
Our research told us 14% agreed that NatWest is ‘easy to deal with’[1] and 75% of cricket fans said the campaign improved their opinion of NatWest[2].
In the UK’s biggest summer of cricket ever, NatWest made it easier for everyone to get involved.
[1] 2019 KANTAR Q4 NatWest Brand Tracking Research
[2] 2019 Futures ECB Partner Research
