INTERNATIONAL CRICKET COUNCIL (ICC) and UNICEF have partnered to amplify the ‘Promise to Children’ digital campaign during the ICC Women’s Cricket World Cup 2025, to be held across India and Sri Lanka. The campaign urges cricket fans, players, and wider audiences to join UNICEF in championing equal opportunities for every child, especially the most vulnerable.
Backed by UNICEF National Ambassador and Bollywood actor Ayushmann Khurrana and Indian women’s cricket vice-captain Smriti Mandhana, the initiative harnesses the unifying power of cricket to inspire people to uphold children’s rights — from access to quality education, healthcare, nutrition, safe water, and sanitation to protection from violence.
As part of the partnership, the World Cup will feature cricket clinics with children and participating teams, roundtable discussions with cricket legends and stakeholders, and campaign messaging across digital platforms, commentary, and broadcast coverage.
UNICEF India representative Cynthia McCaffrey said, “Nothing matches the power of cricket enjoyed by billions of fans. The UNICEF- ICC partnership builds on a joint commitment to create equal opportunities for every girl and boy. It inspires the nation with one united call to action – to make a Promise to Children.”
ICC chairman Jay Shah said, “ICC remains committed to providing equal opportunities for girls and boys around the world. We are delighted to partner with UNICEF and invest in initiatives that will improve the lives of all children, supporting them to stay healthy, nourished, educated, and play. Through the Promise to Children campaign, ICC and UNICEF together will engage the broader cricketing community through collaborations with coaches, cricketers and cricketing personalities to advance the rights of every child.”
Khurrana expressed, “I’m glad to be a part of UNICEF’s Promise to Children digital campaign, supported by the International Cricket Council. For me, the Indian women’s cricket team reflects the determination and commitment of girls and their families who understand the power of ‘Promise to Children.’ Each promise, big or small, can contribute to real change and contribute to building an equitable society.”
Mandhana added, “As a cricketer, I know how the sport is a great equalizer. Promise to Children is a powerful campaign that can be a personal commitment and a collective responsibility to support children with access to a happy, healthy and safe childhood.”
