Objective:
Hired by Cricket Australia to provide strategic consulting expertise for the upstart of the Big Bash League, designed to attract and engage new fans to the sport of cricket and protect the future of Australia’s national pastime.

Strategy:
Created an experience through the eyes of a fan, delivering nonstop entertainment that appeals to families, youth and female fans.

Results:
In just 8 years, the BBL has become a Top 10 global sports league in average attendance. Over 50% of attendees are families and 25% are children.