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Star Sports and ICC launch ‘Live the Game’ anthem ahead of Men’s T20 World Cup

The anthem is conceptualised by the internal creative team at Star Sports in association with ICC. It focuses on the younger generation, who do not want to be mere spectators but play an active role in furthering the narrative of the tournament

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Sports broadcaster Star Sports, in association with ICC, launched the campaign anthem ‘Live the Game’ ahead of ICC Men’s T20 World Cup. Highlighting the sport that transcends boundaries with fans across the globe, the campaign embodies the joy and togetherness it brings along with the fiercest competition in the world of cricket.

The anthem is conceptualised by the internal creative team at Star Sports in association with ICC. Composed by music director Amit Trivedi, the anthem ‘Live The Game’ focuses on the younger generation, who do not want to be mere spectators but play an active role in furthering the narrative of the tournament. An amalgamation of fun and fervour, the anthem showcases state-of-the-art animation, executed by ‘BAT Collective’, an animation agency. Characters in the pulsating track have been beautifully crafted into 3D figures, designed by ‘Red Knuckles’.

Sanjog Gupta, Head, Sports, Star and Disney India, said, “The Men's T20 World Cup is one of the biggest events on the global sports landscape. Its stature and allure serve as the ideal platform to recruit new fans, re-engage current fans and bolster the connect of the game. The USP of this campaign is the visual rendition of the invite and its trendy music amplifying the immersive #LiveTheGame proposition. The creative team at Star worked closely with the ICC and with award-winning international talent to develop the animated narrative with a view to attract young fans who relate to gaming as much as to watching sports. The visual narrative is complemented by an addictive anthem, which has been composed by Amit Trivedi, to build the spectacle of the event. With this campaign, we hope to excite new cricket fans from Gen Z and elevate core Cricket fans' anticipation for the tournament."

Claire Furlong, ICC General Manager for Marketing and Communications, said, “We are excited to be launching this film ahead of the ICC Men’s T20 World Cup 2021, which is so different to anything we have delivered before. Cricket has more than a billion fans around the world, and we wanted to put our young fans in the heart of the action alongside their heroes and allow them to live the game. Partnering with Star Sports and Amit Trivedi to create the animation and music for the campaign has given us a wonderful opportunity to celebrate the fact that India are our hosts despite the event being staged in Oman and the UAE. I hope cricket fans enjoy watching and listening to this as much as we enjoyed creating it.”

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Kicking off with catchy beats and lyrics, the ‘Live the Game’ campaign engages diverse audiences. With its upbeat tunes and an addictive rhythm, the ICC Men’s T20 World Cup is set to transcend into a global phenomenon.

Music director Trivedi said, "Cricket has been my favourite sport and it was a pleasure to create the anthem for ICC T20 World Cup.  The track is quite upbeat, and I hope it resonates well with the youth and cricket fans. I can’t wait for the tournament to begin and hope India can bring the trophy back home.”

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Viewers and fans can catch all the action from the ICC Men’s T20 World Cup Live and exclusive on the Star Sports Network and Disney+ Hotstar VIP.

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