Cricket’s new cool: Three years of The Hundred

In 2021, FutureBrand London collaborated with the England & Wales Cricket Board (ECB) to create The Hundred, a bold and disruptive concept designed for the digital age. From its inception, the team sought to set The Hundred apart in the cricket landscape. They crafted a brand identity that combined vibrant, inclusive positivity with contemporary urban grit. The design elements - striking colours, graphic imagery, and expressive typography - were all chosen to capture the attention of a broader, younger audience.

The inaugural season made history when a standalone women’s match kicked off the competition, drawing 1.6 million viewers—a milestone for inclusivity and just the beginning of The Hundred's impact.

This bold initiative was born out of necessity. Cricket in England and Wales was at a crossroads, struggling to engage younger audiences and facing an uncertain future. The challenge was clear: to create a competition that entertained and redefined the sport’s image—making it younger, more diverse, and inclusive.

Fast-forward to this year, and The Hundred’s distinctive brand identity continues to transform traditional perceptions of cricket. Each team sports its unique branding, complete with fonts, patterns, and colours representing their respective locations. From uniforms to social media presence and live game visuals, every detail contributes to a cohesive brand experience that challenges the norms of traditional sport.

The Hundred continues to make history, redefining the future of cricket—not just in England and Wales but worldwide. Its influence on the sport is undeniable, socially encompassing new and existing audiences in the joys of cricket.