The International Cricket Council (ICC) on Friday launched ‘Whatever It Takes’, a campaign designed to build excitement and anticipation for the upcoming ICC Women’s T20 World Cup scheduled for October 3-20 in the United Arab Emirates (UAE).
Showcasing the dedication, focus, and relentless pursuit of excellence that defines the world’s best cricketers, the campaign provides fans a glimpse into the efforts undertaken by players as they prepare to take their place on the world stage.
The ‘Whatever It Takes’ campaign comprises a series of films featuring a trio of world-class cricketers—India captain Harmanpreet Kaur, Sri Lanka captain Chamari Athapaththu, and India’s Shafali Verma—each renowned for their talent and commitment to the game. Through powerful visuals and inspiring narratives, the campaign captures the essence of their journeys, revealing the sacrifices made, the challenges overcome, and the self-belief that drives them towards greatness.
From gruelling training sessions to intensive competition on the field, ‘Whatever It Takes’ embodies the sacrifices that cricketers make in their pursuit of being crowned world champions. It underscores the understanding that success at the highest level is not merely a product of talent but the result of dedication, perseverance, and an individual’s determination to break boundaries.
ICC General Manager: Marketing and Communications, Claire Furlong, said the campaign adds to what promises to be a spectacular tournament.
“The ICC Women’s T20 World Cup is the pinnacle of the T20 format, and we’re looking forward to having the world’s best players on display in Dubai and Sharjah throughout October. The ‘Whatever It Takes’ campaign embodies the spirit and objectives of the ICC’s Women’s Cricket Strategy, which aims to grow the women’s game by improving its visibility, perception, and awareness for cricket fans around the world," said Furlong.
“We are committed to delivering a world-class event that will usher in a new generation of heroes while providing fans with an unforgettable experience on every match day. ‘Whatever It Takes’ is not just about who lifts the trophy at Dubai International Stadium on October 20; it is about the journey, the sacrifices, and the pursuit of greatness. It is about inspiring a new generation of cricketers, dreamers, and achievers," she added.
Jamaica's iconic Grammy award winning artist Sean Paul and Soca superstar Kes have joined forces to produce the official anthem of the ICC Men's T20 World Cup to be hosted in the West Indies and United States.
With just 50 days to go until the start of the global cricket spectacle, production is in full swing for the track that will reverberate around the world when 20 international teams come together across the Caribbean and United States from June 1-29. The anthem is being produced by Michael “Tano” Montano and will be launched in the coming weeks, together with the music video, which will feature cameos from several well-known superstars.
Grammy-award winning artist Sean Paul expressed delight to be working on the project.
“Cricket has always been a major part of our culture, so I'm honoured to record the official anthem for the T20 World Cup. I'm a big fan of Kes and the track will feature a nice touch of the Caribbean, with some dance, to an international vibe and of course Soca - it will be a real anthem for people to sing out and feel the spirit of unity," he shared.
Soca superstar Kes, whose given name is Kees Dieffenthaller, echoed similar sentiments.
"Our mission has always been about bringing worlds together, so blending cricket, (dear to us in the Caribbean), with music is a powerful combination. Shoutout to Sean Paul, Tano, and the whole team for creating this musical vibe. Can't wait for everyone to sing along to this worldwide anthem and bring the party to stadiums across the West Indies and USA," Kes noted.
The anthem will add to the excitement that has been building since the World Cup trophy tour launch in New York. The Caribbean leg of the trophy tour continued in Barbados on Friday.
Claire Furlong, ICC's General Manager, Marketing and Communications welcomed the excitement around the tournament.
“Excitement is building towards the ICC Men's T20 World Cup, with the first match between USA and Canada starting in just 50 days' time at the Grand Prairie Stadium in Texas. We are delighted to have two globally recognised artists who are at the top of their genres in Sean Paul and Kes produce our tournament anthem, which will set the tone for the biggest cricket carnival spectacle ever. Fans can expect a song that will reflect the Caribbean identity, while retaining universal appeal for global cricket fans, themed around the event’s marketing campaign ‘Out of this World’," Furlong shared.
Meanwhile, ICC Men’s T20 World Cup 2024 Tournament Director Fawwaz Baksh concurred.
"The upcoming launch of the official tournament anthem led by Grammy Award winner Sean Paul and Soca icon Kes comes as we get ready to launch party-stand tickets which is something fans have been eagerly awaiting. Adding to the already hyped excitement, the World Cup trophy tour is now in the Caribbean and people from all walks of life are looking forward to seeing the coveted trophy in person. It’s an exciting time in the West Indies and USA and we are looking forward to welcoming fans from around the world to be part of an out of this world T20 World Cup experience," Baksh said.
The ICC's announcement of the artists to feature on the official anthem comes as party-stand tickets for World Cup matches are also set to go on sale on April 15, at tickets.t20worldcup.com, with prices starting at just US$25. General tickets are also available for purchase on the ticketing website and will be available at box offices across the Caribbean when they open in the coming weeks.
Party-stand tickets will be available for all matches across the Caribbean, including those for the Group Stage, Super 8, semi-finals and final. Additionally, limited hospitality package options are available for all matches across the West Indies. In the USA, packages to all eight matches in New York, including for India v Pakistan on June 9, are now available to purchase.
Two-time champion Chris Gayle and United States star Ali Khan lit up the iconic skyscraper of New York’s Empire State Building, which marked the official launch of the 2024 ICC Men’s T20 World Cup Trophy Tour.
Gayle, who ignited the game’s shortest format before his retirement, had the honour of pulling the lever to light up New York’s most iconic building in the navy and magenta colours of the event. The former Jamaica and West Indies batsman also showcased the trophy which 20 teams will compete for in the June 1-29 tournament across the West Indies and United States.
The event marks the first time an ICC World Cup will be held in United States, including eight matches at the brand new, state-of-the-art modular 34,000 capacity stadium in Nassau County, New York. Newly renovated existing venues Grand Prairie Cricket Stadium in Dallas and Broward County Stadium in Lauderhill, will each host four fixtures.
Co-hosts West Indies have a rich history in T20 cricket, having won the T20 World Cup twice, with popular Caribbean tourist destinations, Antigua and Barbuda, Barbados, Guyana, St Lucia, St Vincent and the Grenadines and Trinidad and Tobago all hosting matches.
The ‘Out of this World’ Trophy Tour will reach 15 countries across four continents as it visits iconic sporting teams and stadia, famous landmarks, and legendary cricketers, while also giving fans the chance to get a glimpse of T20 cricket’s biggest global prize. In addition to visiting all host venues across the West Indies and United States, the Trophy tour will also visit emerging Americas cricket countries Argentina, Brazil, and Canada, enabling new fans to connect with what will be a landmark event in the region.
ICC General Manager, Marketing and Communications, Claire Furlong said the anticipation has been heightened as the historic tournament is now less than three months away.
“As we count down to the World Cup, the Trophy Tour provides fans with the opportunity to be part of the event in locations across the globe. The Tour will travel extensively across the Americas, igniting the passion of both new and existing fans to share in the excitement of T20 cricket's pinnacle global event coming to the region and what better way to kick it off than by lighting up one of the world’s most iconic buildings in one of the world’s most iconic cities,” she said.
“Cricket has more than a billion fans and we want to give as many people as possible the opportunity to get up close with the trophy that will be lifted by the winning captain in Barbados on June 29,” Furlong added.
Fawwaz Baksh ICC Men’s T20 World Cup Tournament Director echoed similar sentiments.
“The start of the ICC Men’s T20 World Cup trophy tour is an emphatic signal to fans worldwide that the World Cup is coming. Throughout its Caribbean leg of the tour, fans can look forward to a plethora of engaging activities, including meet-and-greets with Cricket stars and legends, Caribbean infused cultural entertainment, and the opportunity to see and take pictures of the trophy in person at some of the region’s most iconic locations.
“In addition to fan-facing engagements, the trophy tour will also serve as a platform to leverage the continued growth of Cricket globally and to drive positive change and leave a lasting impact on communities,” Baksh said.
Meanwhile, following huge demand of more than three million ticket applications in the public ballot, additional tickets have been released for 51 of 55 matches, including fixtures where allocations were previously exhausted.
In the West Indies, tickets are now available to matches at all six host locations, including Group Stage, Super 8 and semi-final matches, ensuring as many fans as possible can attend. Fans can create an account and purchase tickets now at tickets.t20worldcup.com.This is the fastest and easiest way for fans to get the tickets they want. All online transactions at tickets.t20worldcup.com are secure.
Also available now are a range of premium hospitality offerings inclusive of food and beverage packages for all fixtures at Nassau County International Stadium in New York and to all matches at West Indies venues at tickets.t20worldcup.com.
The Trophy Tour schedule for March and April
March 18 to 20: New York, USA
March 21 to 23: Houston, Grand Prairie and Dallas, USA
March 26 to 27: Buenos Aires, Argentina
March 28 to 29: Sao Paulo, Brazil
April 3 to 4: Jamaica
April 13 to 14: Barbados
April 17 to 18: Antigua and Barbuda
April 19 to 20: Saint Lucia
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