THE INTERNATIONAL CRICKET COUNCIL have announced record-breaking success for the #T20CreatorClub initiative at the ICC Men’s T20 World Cup 2026, supported by JioStar and other key partners and sponsors.
In the event where India sealed their third T20 World Cup trophy, the #T20CreatorClub programme delivered what is believed to be the most engaging content creator campaign in the history of sport, with the initiative generating more than 2.5 billion video views across the campaign, bringing together more than 350 creators from across short-form storytelling, entertainment, tech, lifestyle and youth culture, a media release said.
Content shared under the #T20CreatorClub banner reached hundreds of millions of fans worldwide, distributed across a wide range of social media platforms and amplified through ICC and strategic partner channels.
Across host nations India and Sri Lanka, creators JioStar and the ICC selected were embedded into the tournament ecosystem, collaborating with players, commentators and Official Tournament Ambassador Rohit Sharma.
This resulted in more than 1.66 billion organic video views from over 1,100 posts, with 21 individual creator posts surpassing 15 million views each.
Among the standout contributors, Payal Dhare (payalgamingg on Instagram) generated over 180 million video views, including 89 million views for a short interaction with Player of the Match, Ishan Kishan, following India’s victory over Pakistan in Colombo.
