Sage becomes official partner of The Hundred cricket tournament

Accounting, financial, HR and payroll technology specialist Sage has become the Official Insights Partner of The Hundred and, from 2023 onwards, The Hundred Draft will be powered by Sage.

The partnership is a key symbol of change as part of Sage’s new brand refresh, aligning with the Hundred’s aims to engage new audiences and put gender parity at its heart. The competition sees men and women playing side-by-side on the same stage, with equal prize money on offer.

Through the activation, Sage will “bring fans closer to The Hundred’s big decisions”, powering the Decision Review System (DRS) in broadcast and the cricket grounds’ big screen, together with branding appearing on the umpires’ kit during the tournament.

Sage will also be Presenting Partner for The Hundred Draft, highlighting the importance of using in-depth analysis to drive effective player selection. To support this, the partnership will launch a content series this summer, focusing on the use of data and insight behind cricket’s newest competition.

It will be available for Sage’s Member Masterclasses, a dedicated space for Sage customers that offers human insights through talks and articles from “world leading experts on the issues that matter most to businesses”.

The inaugural year of The Hundred saw more than 510,000 people attend games, with a TV audience of over 16 million, and record-breaking crowds for the women’s competition.

Rob Calder, commercial director of The Hundred, said: “As a global leader in supporting small and mid-sized businesses with data-driven decision making, Sage is the perfect partner to power our Decision Review System this summer, and The Draft from next year.”

Cath Keers, CMO, Sage added: “The Hundred is a tournament with rich data at the heart of its decision-making, from drafting players to in-game analysis. Fast accurate decision making powered by deep insights is how we help business flow for our customers.

“The partnership is an exciting opportunity to share the power of data with a global audience of cricket fans and communities around the UK.

“We’ll bring this partnership to life over the coming months and years making sure our colleagues, customers and communities all benefit with access to tickets and experiences, content and promotional opportunities.”

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