Collaboration

The Hundred entered a new era in 2026 following significant investment across the competition, including GMR's acquisition of a stake in Southern Brave. The evolving landscape generated significant media interest and debate, creating an opportunity for Southern Brave to establish a strong and positive voice within the conversation.

New Reach was appointed to run a proactive press office function for Southern Brave before, during and immediately after The Hundred. Southern Brave was keen to explore how it could increase awareness and visibility in Hampshire and the surrounding areas, as well as engaging with the cricket and sporting landscape through digital PR activity as well as traditional national media outputs.

Increase Southern Brave's profile across Hampshire and the wider region

Amplify Southern Brave content through leading media and digital platforms

Deliver a high-quality press office function across national, regional and cricket media

Over an intensive two-month campaign, New Reach secured more than 200 pieces of quality media coverage, reaching an estimated audience of over 30 million and generating thousands of brand mentions across broadcast, print, online and social media.

Building on its extensive experience, New Reach developed and delivered an integrated communications programme designed to raise awareness of The Hundred and position Southern Brave's players and coaches at the centre of the tournament conversation.

A broadcast-heavy strategy secured high-profile interview opportunities across Sky Sports, BBC and ITV ahead of the competition. Throughout the tournament, New Reach maintained a strong media presence, delivering regular interview opportunities on BBC Radio Solent alongside national placements including BBC Radio 4.

To support Southern Brave's digital ambitions, New Reach worked closely with leading sports media brands and social publishers including Sky Sports, talkSPORT and ESPN. Collaborations around key moments, including the captains' announcement, helped extend the reach of Southern Brave content beyond owned channels and into earned media environments.

Alongside broadcast activity, New Reach delivered a consistent stream of written coverage across national, regional and cricket media. Interviews with outlets including PA Media and the Daily Mail were complemented by weekly player-led content, match previews and tailored match reports distributed to regional publications, ensuring Southern Brave maintained a strong media presence throughout the campaign.

Regardless of results on the pitch, New Reach delivered a high-performing communications programme that strengthened Southern Brave's profile across local, national and cricket media, ensuring the team remained a prominent part of the conversation throughout The Hundred.