Ig net gains

Since its partnership with the England & Wales Cricket Board (ECB) began in 2021, IG has been on a mission to use its sponsorship to make the brand more familiar and accessible to traders, investors and fans of English cricket. A home Ashes series in 2023 provided a unique opportunity to take the partnership to the next level.


In partnership with the ECB, Net Gains was a commitment to invest in new public net facilities in six locations across the country via the IG Net Gains Fund. To drive genuine engagement with the campaign, IG put fans right at the heart of the activation, enabling matchday goers at every men’s Ashes Test Match to help build up the fund by stepping into the ‘IG Net Gains Arena’ – a cricket simulator equipped with cutting-edge augmented reality technology. This was supported with a fully integrated marketing and communications campaign across earned, owned and paid media channels, supporting and amplifying awareness of the experiential activation and tapping into the editorial conversation around the Ashes summer.


The results

Thanks to the contributions over the course of the Ashes series, more than £300,000 has been added to the Net Gains Fund, which will be used to create new public net facilities across the country during 2024. Over the course of the series, more than 4,800 individual players entered the Net Gains Arena, which was live for a total of 24 days across five different venues.


The campaign was also IG’s most successful to date from a media engagement perspective, with a total of 262 pieces of media coverage generated across the summer, with total estimated views in excess of 7.6million and over 32,700 social media engagements. 

  • £300K raised for the Net Gains Fund



Slope divider