‘Influencers on Field, Fans Outside’: ICC under fire for creator-led content during match

The International Cricket Council (ICC) is facing criticism on social media over the presence of influencers and content creators during an ongoing ICC tournament.

On February 23, several users on X (formerly Twitter) expressed dissatisfaction with influencer-led content emerging from the stadium, with many questioning whether such collaborations are appropriate at the international level.

“Cringe Content” Criticism

One verified user wrote, “Firstly these clown cringe content creators need to be banned from the stadium.”

Another post read, “Influencers on field, fans outside. Perfect priorities.”

A separate user criticised what they described as “Cringe ads,” “Cringe slogans (300 Paar),” “Cringe commentary,” and “Cringe influencer behavior,” adding: “Who is the idiot who suggested inviting these cringe Instagram trash creators to ICC Tournament?”

Another comment stated, “This is so embarrassing. You’ve invited teams to your stink hole and this is how you’re treating them. Horrid.”

A different user questioned player participation, writing, “And why are the cricketers even entertaining all this nonsense?”

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Cricket-focused account Cricketopia also weighed in, posting: “Even if India had won the match, such cringe content shouldn’t be allowed. Both the International Cricket Council and the Star Sports teams need to stop this nonsense. Do it at the franchise level, but at this level, maintain some dignity.”

Another user added, “Seriously they should stop inviting influencers to ICC events. Specifically those who don’t understand cricket.”

Growing Debate Around Event Presentation

The reactions have triggered a broader debate about the role of digital creators in international cricket events. In recent years, global sporting bodies including the ICC have increasingly incorporated influencer collaborations as part of digital outreach and audience engagement strategies.

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While such initiatives aim to expand online reach and connect with younger audiences, critics argue that major international tournaments should maintain a more traditional presentation and preserve the gravitas associated with global cricket events.

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