Metro Bank has put women’s cricket centre stage with a new campaign featuring England internationals Nat Sciver-Brunt, Sophia Dunkley and Lauren Bell on London’s iconic Piccadilly Lights.
The bank has launched the initiative to help increase the visibility of women’s and girls’ cricket, using one of the world’s most prominent advertising locations to showcase some of the sport’s biggest stars ahead of a pivotal summer for the game.
The campaign sees the three England players featured on a giant screen at Piccadilly Circus, marking a significant moment for women’s cricket as it gains greater prominence among mainstream audiences.
Danielle Lee, director of brand & marketing at Metro Bank, said the campaign was designed to inspire future generations and continue the momentum behind the growth of women’s cricket.
“We’re excited to put England Women’s Cricket on one of the most iconic global locations, increasing visibility of the players and the game, with the aim to inspire more women and girls to take up the sport during an exciting summer.
“Seeing Nat, Sophia and Lauren on Piccadilly Lights is more than just an image, it’s about inspiring the next generation, showing young girls what’s possible and encouraging them to feel part of the game and its future.”
Research has shown that visibility remains a key factor in encouraging participation, particularly among young girls considering taking up the sport.
According to the findings, nearly two-thirds of girls aged seven to 16 would be more likely to play cricket if they saw more female representation in imagery and media coverage. Among primary school-aged girls, that figure rises to more than seven in ten.
By placing England Women’s players at the heart of one of Europe’s largest commercial advertising displays, Metro Bank aims to celebrate the growth of the women’s game while helping to attract new fans and participants.
Speaking in front of the display, England batter Sophia Dunkley said the moment was one she could never have imagined as a young player.
“If I could have told myself when I was first holding a bat that I would eventually be able to see myself on Piccadilly Circus as part of the official England squad, I wouldn’t have believed it!
“Women’s cricket has seen its popularity and interest really take off, thanks in part to the support of brands like Metro Bank through its meaningful partnership and the Metro Bank Girls in Cricket Fund. I’m so proud to see us all receive the attention women’s cricket deserves.”
The campaign also highlights the impact of the Metro Bank and ECB Girls in Cricket Fund, which has helped drive participation at grassroots level across the country. Since its launch in 2024, the number of girls’ teams has increased by 32%.