Just in time for the 2019 Cricket World Cup tournament starting this week, London digital publisher, JOE Media, has partnered with soft drink brand, Rubicon, to launch Swanny’s Cricket Show, a weekly made-for-social show.
The series, fronted by cricket legend Graeme Swann, alongside presenter and Radio 1Xtra DJ Nick Bright, premiering today.
Created in partnership with soft drink brand Rubicon, the weekly show is recorded in a purpose-built studio in JOE’s London HQ and will be available to watch on YouTube and listen to via all major podcast platforms.
The partnership has been developed in collaboration with creative content agency DRUM, media agency PHD Manchester – both part of Omnicom Media Group – and Endeavor Global Marketing – part of cultural marketing agency Endeavor.
The latest addition to its growing ‘JOE Presents:’ slate of original, long-form and multi-format productions, Swanny’s Cricket Show is one of a number of new shows from JOE in 2019.
Others in the format include ‘House of Rugby’, which has become the biggest rugby show in the UK, ‘Boys Don’t Cry’ with Russell Kane – a show that aims to get men talking about the things they don’t usually talk about, and ‘TKO’ JOE’s boxing show hosted by world champion Carl Frampton.
Swanny’s Cricket Show aims to appeal to more than just seasoned cricket fans, encapsulating the nationwide carnival-like spirit that will be sparked by a summer of The Cricket World Cup and The Ashes, the company said.
It will include informed, intelligent experience-led and above-all entertaining conversation and analysis.
Each week, the show will feature previews of upcoming games in the tournament, players to watch out for and hot topics of that week, as well as looking back at past tournaments.
Swanny and Nick will delve into untold stories of what life is like as a professional cricketer, and lift the curtain on how it feels preparing for the UK’s biggest cricket tournament ever.
“It’s going to be four fantastic months of cricket in Britain with The World Cup and The Ashes and we’re thrilled to partner with Rubicon on something truly innovative, which will feed the cricket buzz that’s set to hit our shores”, said Simon Clancy, The Cricket Show lead producer and Head of Audio at JOE.
‘Swanny’s Cricket Show’ is a hugely exciting addition to JOE’s growing portfolio of hit series.
At the heart of it, this is a cricket show for more than just cricket fans. It’ll be fun, fast-paced, insightful and packed with great guests and great noise.
Graeme Swann said: “I simply can’t wait to get my teeth stuck into this show. Imagine sitting in the pub with your best mates, talking cricket and having a great time.
“That’s what this show will feel like, and I hope it gets talked about at pubs across the country.
I’m really excited to bring cricket to the masses in a fresh, fun way that the cricket world won’t have seen before.”
Adrian Troy, Marketing Director at Rubicon’s parent firm, Barr Soft Drinks, added: “For any cricket fan based in the UK, the 2019 summer is the big one.
“England are favourites for the World Cup on home soil, and excitement is building.
Rubicon has been the official soft drink of the England and Wales Cricket Board since 2017 and has a long history within the game of cricket.
“As part of the partnership with JOE we want to continue to drive brand recognition as well grow in to new areas.
JOE has provided the platform to continue to strengthen our ties to a brilliant sport as well as reach new audiences.”
Fans can watch the full episode of Swanny’s Cricket Show on JOE’s YouTube channel and IGTV, and listen on all major podcast platforms, with select highlights going out across JOE’s social media channels.
Each episode will also be accompanied by written features, the company said.