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.
Josh Hershman, Ten Toes’ Global COO, said: “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.”
Adam Sofroniou, Head of Communications at MI London, said: “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.
“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.”
About Ten Toes
Ten Toes is a fully-committed sports marketing agency with a clear ambition – to bring talent, brands and organisations closer to their fans, and to each other.
Operating at the intersection of sport, culture, creativity and technology, we help our partners maximise the value and opportunity that sport unlocks.
We’re trusted by some of the biggest rightsholders in sport – such as FIFA, the FA, Matchroom Boxing and the RFU – to deepen their connections with fans through strategic guidance and development, actionable recommendations, data-driven insight and best-in-class creativity.
We help brands, including Nike, Meta, Visa, Expedia and Just Eat, engage the huge audience that sport commands through strategically-led ideas, acts and content – underpinned by insights and data.
And finally, we build off-pitch profiles for sporting icons like England internationals, Harry Kane and Alessia Russo, and England and British & Irish Lions Captain, Maro Itoje.
Our commitment to our clients and our team’s unique blend of experience help make Ten Toes one of the industry’s most effective and innovative sports marketing agencies.
For Ten Toes enquiries, please contact:
Josh Hershman, Global COO
+447790772429
About MI London
MI London is a cricket franchise competing in The Hundred, the ECB’s flagship competition. Formed in 2026 following the partnership between Surrey County Cricket Club and Mumbai Indians, MI London competes in both the men’s and women’s competitions at their home ground, The Oval. With five Hundred titles to their name and the global reach of one of cricket’s most iconic franchises behind them, MI London are one of the most exciting franchises in the competition.
For more information, visit – MI London
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