Fan zones to influencers: ICC amplifies digital push at ICC T20 World Cup

For the first time, cricket's governing body has an AI-powered app, fan zones, social media influencers to promote the tournament

Stand-up comedian Danish Sait, a popular face on social media, has been busy posting videos and skits with cricketers participating in the ongoing ICC Men’s T20 World Cup in Australia.

He isn’t alone. Another influencer called Karishma, a radio jockey at RedFM, has also been posting funny content from Down Under. Comedians Viraj Ghelani, Shubham Gaur and Naveen Singh (known as @bihariladka on social media) are also posting content from the T20 tournament.

These influencers are part of a “Reels Squad” put in place by Meta, according to officials from the company. Meta owns social media platforms Facebook and Instagram.