rEvolution named AOR for Major League Cricket

rEvolution has been appointed agency of record for Major League Cricket, taking responsibility for strategic communications and marketing as the league looks to expand its presence in the United States and beyond.

Working alongside its digital performance group WePlay, the agency will oversee media relations and develop integrated campaigns aimed at increasing visibility, driving ticket sales, and growing the league’s fan base across North America.

Integrated strategy targets fan growth

The partnership centres on a unified approach that combines public relations, media, sponsorship, and marketing to deliver measurable commercial outcomes. Campaigns will be optimised using real-time analytics, research testing, and retargeting, with performance tied to audience growth and revenue generation.

John Rowady, founder and chief executive officer, rEvolution: "Major League Cricket represents one of the most significant untapped growth opportunities in the U.S. sports landscape. As the country prepares to welcome cricket back to the LA28 Olympic Games, we’re building a partnership with MLC that is designed to transform fan passion into measurable commercial outcomes—growing the brand, audience and revenue while further establishing cricket as an exciting and culturally relevant property in the United States."

Cricket investment gains momentum in US

Major League Cricket is entering a period of expansion supported by investment from global and domestic stakeholders. The league has attracted international players in its early seasons, helping to build credibility and introduce the sport to local audiences.

Infrastructure development is also underway, including the planned Knight Riders Cricket Ground, which is expected to support long-term growth and position cricket more firmly within the US sports market ahead of its Olympic return.

Johnny Grave, chief executive officer at Major League Cricket: "rEvolution brings a differentiated model that aligns with our growth ambitions as a league. Their ability to connect storytelling, digital media, and performance marketing with a clear focus on growing audiences and delivering measurable business outcomes will be instrumental as we scale the league and build toward the Olympic moment in 2028."

Building on recent cricket milestones

The appointment follows rEvolution’s involvement in the ICC Men's T20 World Cup 2024, where the agency led public relations and experiential marketing for matches hosted in the United States. The event marked a key moment in raising the sport’s profile in the market.

As part of the new mandate, rEvolution and WePlay will focus on converting growing interest in cricket into sustained engagement, ticket demand, and long-term commercial growth for the league.

www.revolutionworld.com

www.majorleaguecricket.com

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