The International Cricket Council (ICC) and Sri Lanka Cricket (SLC), in collaboration with Dialog Axiata PLC, have generated significant excitement ahead of the ICC Men’s T20 World Cup 2026. Through an impressive array of fan engagement initiatives, the campaign has effectively created high-impact experiences and nationwide anticipation as Sri Lanka prepares to face Ireland in Colombo this Sunday.
Central to the lead-up to this prestigious tournament was the ICC Trophy Tour, which captivated fans across the country. This collaboration between the ICC, SLC, and Dialog aimed to foster a fan-first atmosphere, bringing the tournament closer to communities while also celebrating Sri Lanka’s rich culture.
The campaign has directly engaged over 15,000 fans through immersive Trophy Tour activations, enhanced by comprehensive coverage across various media platforms. Fans were treated to a blend of live interactions and digital storytelling, significantly amplifying the campaign’s outreach. During the activations, more than 10,000 printed fan photographs were distributed, while instant digital sharing allowed attendees to broadcast their experiences on social media. In a technological twist, over 4,000 AI-generated Trophy selfies were created, resulting in highly shareable moments that reinforced the tournament’s digital engagement strategy.
The campaign’s success is underscored by an organic digital reach exceeding eight million, bolstered by short-form video content and social storytelling that have deeply resonated with cricket enthusiasts in Sri Lanka.
As the Sri Lankan team gets ready for their opening match at the R. Premadasa Stadium, fan engagement initiatives will continue throughout the tournament. Dialog plans to activate more than 13 Fan Parks across the nation, with each expected to draw over 2,000 fans. Additionally, watch parties at leading hotels will contribute to the festive atmosphere, providing fans with new ways to enjoy the ICC Men’s T20 World Cup together.
A noteworthy advancement in broadcast coverage is made by Dialog Television and Dialog Play, which through ThePapare channel, is set to be Sri Lanka’s first broadcaster to offer ICC Men’s T20 World Cup coverage with Sinhala commentary for every match. This initiative will allow fans to engage with the matches from the comfort of their homes or via the Dialog Play mobile app. Additionally, coverage will be expanded to include a free-to-air option through Dialog Television’s collaborator, TV Supreme, and Sri Lanka Telecom’s PEO TV platform.
The success of the ICC Trophy Tour and the extensive initiatives planned for the tournament highlight the power of innovative fan engagement and collaborative partnerships. With enthusiasm continuing to swell in anticipation of the ICC Men’s T20 World Cup 2026, cricket lovers in Sri Lanka are in for an exciting celebration of sport and culture.