ICC Invites Bids for Marketing & PR Agency for Cricket World Cup 2027

The International Cricket Council- ICC, through its wholly owned subsidiary ICC Business Corporation, has launched a tender process to appoint a marketing and public relations agency for the Cricket World Cup 2027. The selected agency will be tasked with creating and implementing an integrated marketing and communications strategy for the tournament, which is scheduled to take place across South Africa, Zimbabwe and Namibia in October-November 2027.

The appointed agency will work closely with the ICC, the Cricket World Cup Local Organising Committee (LOC) and other stakeholders to build the tournament's global promotional campaign. Its responsibilities will include campaign strategy, creative and content development, milestone activations, media relations and promotional initiatives across key markets.

The ICC's move to appoint a dedicated marketing and public relations agency comes as preparations gather pace for the 2027 tournament. ICC Chairman Jay Shah has described the event's return to Africa as a landmark moment for cricket, saying, “The return of this prestigious tournament to Africa after 24 years is a landmark moment for cricket.” He also expressed confidence that South Africa, Zimbabwe and Namibia would deliver an unforgettable event.

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Agencies Must Demonstrate Global Sports Experience

Under the tender requirements, interested agencies must submit their expression of interest by August 27, 2026. Applicants are required to provide a signed non-disclosure agreement, along with a company portfolio of up to 15 pages demonstrating experience in delivering marketing and public relations services for major international sporting events.

The International Cricket Council is particularly seeking agencies with relevant experience in Southern Africa, given the regional scope of the 2027 tournament. Bidders must also provide details of their proposed project lead as part of the application process.

Only agencies that satisfy the eligibility requirements and complete the non-disclosure agreement process will receive the Invitation to Tender (ITT) documentation from the ICC. The 2027 tournament will be the next major men's global cricket event, following India's third ICC T20 World Cup title victory over New Zealand, which further highlights the growing global interest and commercial opportunities surrounding international cricket.