MI London, The Hundred franchise based at the Kia Oval, has appointed Ten Toes as its content agency for the 2026 season.
MI London brings together the legacy of five-time Hundred champions Oval Invincibles, the pedigree of Surrey County Cricket Club and the global reach of Mumbai Indians.
Ten Toes have been working alongside the MI London team in the lead-up to the season to develop their content strategy, with the campaign now underway and the team looking forward to bringing that strategy to life across their digital platforms.
"Partnering with MI London is a hugely exciting opportunity for Ten Toes. The Hundred has built a passionate and growing fanbase, and MI London bring a unique combination of domestic pedigree and global reach that makes them one of the standout franchises in the competition.
"With five Hundred titles behind them and Mumbai Indians now part of the picture, there is enormous potential here. We're delighted to be part of it." Josh Hershman, Global COO, Ten Toes
"The Hundred's success has been in building an audience for cricket who are new to the game and we wanted to continue that work as the ownership of the team was transferred to Surrey and Reliance Industries.Back to All Articles
"Ten Toes fully grasped the brief and the audiences we were looking to speak to, and brought their own creativity and expertise to help us to capitalise on the opportunity that we have through the Hundred to bring new fans into the game who we hope will become supporters of MI London but also lifelong fans of the game of cricket.
"We wanted to prioritise reaching UK based fans through digital content that celebrates and champions the quality of the cricket on show as well as helping supporters new and old to feel connected to their heroes and their characters and to the city of London. The Ten Toes team have built a strategy that will achieve that and are supporting us to deliver high quality and engaging content to support our ambitions for the team." Adam Sofroniou, Head of Communications, MI London