The Hundred partners with LEGO and Sky Sports

06 Jul 2021

By: Sport Industry Group

The Hundred has announced a new partnership with the LEGO Group and Sky ahead of the competition’s inaugural campaign this summer.

The new partnership will aim to highlight the ‘fun, action packed nature’ of the new competition while also introducing fans to the new rules and format.

It will also feature a new video (above) which sees the likes of Andrew Flintoff, Ebony Rainford-Brent, and a host of stars from The Hundred - including Ben Stokes, Heather Knight, Moeen Ali, and Kate Cross - turned into LEGO Minifigures.

During The Hundred, the players themselves will be challenged to put their LEGO building skills to the test with the help of the content creators embedded in each Hundred team. The creators will be part of The Hundred Rising programme, which is designed to ‘uncover and support’ young talent.

“This partnership with Sky, the LEGO Group and The Hundred is so cool,” said Ebony Rainford-Brent. 

“We want to help even more kids fall in love with our great game and working with a partner like the LEGO Group is a fantastic way to do just that. 

“The video gives a first glimpse into how much fun every game of The Hundred will be on Sky Sports and I can’t wait to see what the teams themselves manage to create and build during the competition.”

London Spirit captain Heather Knight added: “Who wouldn't be excited to see a LEGO Minifigure of themselves coming to life!

“Everyone remembers playing with LEGO bricks as a kid so it's pretty cool to see it link up with cricket.

“I can’t wait to get out on the pitch for The Hundred this summer and this partnership makes it even more exciting.”

Sky will distribute the content created by the partnership across its channels, including Sky Kids where the partnership with LEGO and The Hundred will play a crucial role in engaging a younger audience during the competition this summer, according to The Hundred.

The action will begin later this month, and will be broadcast by Sky Sports and the BBC. 

The pay TV broadcaster will screen every game of The Hundred, with all 68 games live on Sky Sports’ dedicated channel Sky Sports The Hundred as well as on Sky Sports Mix and Sky One. 

All of the competition’s women’s matches, meanwhile, as well as a ‘significant number’ of men’s games will be streamed live and for free on the Sky Cricket YouTube channel.