The Hundred wanted to measure brand awareness, perception, sentiment and purchase intent.

The Brief

The Hundred’s goal for the research was to measure:

• Brand awareness
• Perception
• Sentiment
• Purchase intent
• Key message takeout

Core Target Audience

Women and Families who are sports fans

Target Locations

Manchester and Birmingham were chosen due to their major cricket stadiums:

• Manchester’s Old Trafford Cricket Ground, home to the Manchester Originals
• Birmingham’s Edgbaston Cricket Ground, home to the Birmingham Phoenix

Campaign Period 

1 July – 27 July 2025

Campaign 

• The Hundred wanted to measure brand awareness, perception, sentiment and purchase intent.
• Gain comparative favourability versus key competitor brands.
• Ad recall tied to the campaign activity.
• The campaign was designed to align with sporting environments and target sports fans.

Results:

• Ad recall indicatively improved follow exposure to the campaign.
• Familiarity with The Hundred significantly increased after exposure, overall and amongst those who’ve attended sports competitions.
• A notable increase in favourability led to a positive shift in Consideration and Preference. This had a major impact on intent, with a considerable increase in intent to purchase a ticket.
• Over three quarters (77%) felt positively about the campaign, and the majority (83%) were activated by the ad in some way.