Cricket Fan Engagement at Scale: BatFast’s Global Summer

This summer, BatFast brought thousands of cricket fans closer to the action through major activations across the United Kingdom and the Caribbean.

From The Hundred and the Vitality Blast to the Caribbean Premier League, BatFast’s cricket fan engagement technology gave spectators the opportunity to do more than watch. Fans of all ages, abilities and backgrounds could step up, play and create their own memorable cricket moments.

Across three major campaigns, BatFast enabled stadium-visiting fans to experience cricket firsthand, helping teams, tournaments and commercial partners turn matchdays into interactive experiences.

Bringing Fans Into the Action

At the Utilita Bowl, BatFast supported every Southern Brave home match during The Hundred. Across four matchdays between 22 July and 8 August, supporters tested their skills, competed with friends and family and became part of the matchday experience.

At the Kia Oval, BatFast partnered with SSE Energy Solutions and Surrey County Cricket Club throughout the T20 Blast season.

The bespoke “Bat for Sustainability” activation converted the distance of every shot into energy metrics. This created an accessible way for supporters to engage with SSE Energy Solutions’ sustainability message and its multi-year partnership with Surrey.

This unique activation allowed fans to experience the brand message through play, supporting the partnership’s ambition to help make the Kia Oval the world’s most sustainable cricket ground and reduce the club’s carbon emissions by 80% by 2030.

BatFast then travelled to Barbados for the closing stages of the 2026 Republic Bank Caribbean Premier League. Across multiple matchdays from 10 to 20 September, visiting supporters experienced the excitement of the CPL by playing cricket themselves as part of the wider tournament celebrations.

One Technology Platform, Adapted for Every Event

Each activation had its own identity, audience and objective, but was powered by the same adaptable BatFast technology platform.

Its portable format allows BatFast to operate across stadiums, fan zones and temporary event spaces. White-labelled software helps partners create bespoke branded challenges, while real-time scoring, participation data and post-play emails extend engagement beyond the moment someone steps into the activation.

In recent years, BatFast has supported fan experiences across multiple ICC Cricket World Cups, The Wimbledon, Australia’s summer of sport including The Ashes, The Big Bash League and Australian Open, as well as the 2025 Indian Premier League and other major UK cricket competitions. The platform is next scheduled to support activity in New Zealand during India’s upcoming tour.

This growing international footprint reflects BatFast’s wider mission: helping more people play sport while enabling teams, governing bodies and brands to create more engaging, measurable and memorable fan experiences.

Learn how BatFast can add an interactive sporting experience to your next major event

FAQs

What is cricket fan engagement?

Cricket fan engagement refers to experiences that help supporters interact with the sport beyond simply watching a match. BatFast activations allow fans to play cricket, compete with others, and engage directly with teams, tournaments, and commercial partners.

How does BatFast improve fan engagement at cricket events?

BatFast turns spectators into participants through interactive batting challenges, real-time scoring, and branded game modes. The experience is accessible to different ages and abilities, helping more fans actively participate during a matchday or fan zone.

Can BatFast activations be customised for sponsors and brands?

Yes. BatFast’s white-labelled technology can support bespoke branding, challenges and campaign messages. For Surrey and SSE Energy Solutions, BatFast created a “Bat for Sustainability” experience that converted shot distances into energy metrics.

What types of cricket events can use BatFast?

BatFast can operate at major tournaments, franchise competitions, stadium matchdays, fan zones and sponsor activations. Its technology has supported events including The Hundred, the Vitality Blast, the Caribbean Premier League, the Big Bash League and the Indian Premier League.

What data can BatFast capture during a fan activation?

BatFast can capture participation and performance data, including scores and activity levels. Activations can also include player registration and post-play emails, helping event organisers and commercial partners measure engagement and continue communicating with participating fans.