In 2017 Rubicon signed a 2.5 year deal with the ECB following prior success associating with cricket through media buys and ambassador deals. Rubicon had a challenge of gaining ‘cut through’ in a space of established sponsors whilst remaining true to their brand and engaging both the cricket aficionados and a wider millennial audience. The Rubicon Urban Crictionary campaign has far exceeded its goals in the first year by not only helping to drive 5% sales growth of the brand, but also pallet space and listings in specific retailers threefold. Cut through was high amongst the cricket audience with 72% awareness and 87% more likely to buy the brand off the back of the partnership.