Essex Cricket
Branded content for Essex Cricket that weaves their hydration partner naturally into a player's typical day, from early training through to match preparation.
The Challenge
Essex Cricket needed to give their hydration partner genuine, authentic exposure without the content feeling like a forced advert. The product had to sit believably within a player's routine rather than being bolted on to the end of a promo.
The Objective
Show the hydration partner as an integral part of a player's typical day — fuelling training, recovery and match-day performance — so the brand felt earned and credible to both fans and the sponsor.
The Strategy
We followed a player through a real day in their life, capturing the natural moments where hydration matters most — warm-ups, nets, breaks between sessions and recovery. By embedding the partner into these authentic touchpoints, the product became part of the story rather than an interruption to it.
The Production
The Outcome
The club delivered genuine, credible value back to its hydration partner — sponsor visibility that sat naturally inside content fans actually wanted to watch, strengthening the commercial relationship without costing the club authenticity.