Compare the Market has partnered with The Hundred to become the principal partner of the competition and since engaged with fans both on the field and online.
Through the partnership, Compare the Market will enhance the 100-ball competition experience with its Meerkat characters, including the newest addition, Carl the wombat.
The brand’s use of its characters throughout the partnership is evident as Compare the Market’s TikTok channel is filled with videos of life-size Meerkat mascots at matches. It has also launched a competition to win a limited-edition Hundred-themed Sergei toy.
TikTok has become a key channel for Compare the Market to promote its partnership with The Hundred, regularly sharing videos that feature player interviews and fan stories about why they love the competition.
To further amplify the partnership, Compare the Market has collaborated with leading online games to engage new audiences both in-stadium and at home.
Sanjay Patel, managing director of The Hundred, highlighted that Compare the Market’s efforts add elements of entertainment to the competition and help extend its reach.
He said: “Compare the Market are one of the most recognisable UK brands. They will add even more fun and entertainment to go alongside the world-class cricket on show, and that is what The Hundred is all about,
“This partnership will spread the reach of cricket to more families across England and Wales, and we are looking forward to what Compare the Market has in store for the third edition of the competition in August.”
Through the partnership, Compare the Market gains significant brand exposure, with The Hundred drawing 14.1 million viewers on Sky and BBC in 2022. Over half a million fans also attended matches, including a notable increase in family spectators compared to 2021.