All fired up! How we stepped up to bat for Birmingham Phoenix and The Hundred

This summer, the must-see sporting event returned to Edgbaston Stadium and we launched a red-hot campaign to stoke up support ahead of the competition

What do you need to know about The Hundred cricket competition? It’s simple: 100 balls per team, most runs wins, so every ball counts.

This year, The Hundred returned for its third season, heading back to Edgbaston Stadium for four unmissable home fixtures with the men’s and women’s teams, showcasing world-class cricket and providing action-packed entertainment for the whole family.

Launched in 2021, The Hundred is cricket’s newest innovation. Combining a short, fast format of the sport, with each game lasting less than three hours, and incredible live entertainment, The Hundred continues to make cricket more accessible, reach new audiences and offer a fun-filled day out for fans of all ages.

Working with Birmingham Phoenix and The Hundred for the third year running, we wanted our 2023 PR campaign to be bigger and better than ever - firmly establishing The Hundred as the must-see, blockbuster sporting and entertainment event of the summer. 

Our ‘Fire In Your Belly’ campaign launched in June and was a true celebration of The Hundred’s commitment to engage with diverse communities and make cricket more accessible through good sport, music and food.  

The campaign invited a selection of the city’s best independent restaurants to design a dish that embodied Birmingham whilst championing their speciality cuisine. Two finalists, Smoke + Ash and Eat Vietnam, went through a two-stage judging process - including a live taste test - in front of a panel of local judges, including press, food bloggers and small business owners, alongside two Birmingham Phoenix players, who selected the overall winning dish.

Smoke + Ash's 'desi-inspired' Neapolitan pizza won the judges over with its creativity and showcase of cuisines and was served as a special dish in the Chair's Lounge at the first home game at Edgbaston Stadium, as well as being the restaurant’s special for one week. 

The campaign drove significant coverage, engaged with local and diverse communities across the region and tapped into the city’s love and passion for food. It helped us drive awareness and coverage in the lead up to The Hundred competition, reach new and broader audiences, and further establish Birmingham Phoenix as a team that truly connects with its city, and the people that live within it. 

Overall, our PR campaign secured 126 pieces of coverage and reached over 30 million people, with a 21% increase in coverage compared to 2022.

Are you looking to fire up a PR campaign? Speak to Rewired.