Listen to the full conversation now on Spotify, YouTube and other major platforms.

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At InCrowd, we thrive on working with ambitious organisations that aren't afraid to be agile, strategic, and data-led.

In the latest episode of the SportsPro StreamTime Podcast, SA20 Commissioner Graeme Smith and InCrowd’s Ellie Roach joined Nick Meacham and Chris Stone to talk all things Betway SA20. We chat about the fundamental pillars we established together from Day 1, that set SA20 up for success, highlighting why a "Fan-First" vision like Betway SA20 requires:

  • A Clear North Star: Knowing your direction helps you say "no" to the wrong tech.
  • Scalable Foundations: Choosing platforms that grow with you, so you don't have to rip out the plumbing in future seasons, as the competition grows.
  • Shared Language: Ensuring every department- not just marketing - understands, is part of, and buys-in strategy.
  • A trusted team: across Betway SA20 and their selected partners, trusting the team in a shared vision is paramount.
A primary objective from the start was relentless data growth - growing both the database but also our understanding about our audience.

In the episode, we discuss the steps taken to understand SA20 fans from Day 1 and how our data-first approach has helped the league punch well above its weight in a crowded global market.

Being able to get your core team right... is such a big and important thing. You’ve got to trust the people that are the experts in the field.

Achievements from season 1-3 include:

  • 320% rise in total marketable users
  • 18 x increase on ticketing links, driven by sophisticated CRM strategy
  • 70% increase in sold-out matches during Season 3.

And now Season 4, with the final on Sunday 25th January 2026, is well on track for record breaking ticket sales and broadcast engagement.

You can see the passion for cricket again. South Africans of all ages, genders and race have not been engaged with cricket in such a fanatical manner in decades. All six stadiums are filled to the brim.

Listen to the full conversation now on Spotify, YouTube and other major platforms.

Want to chat to Ellie and her team about how we can help you build a robust, fan-first and data-led strategy to drive engagement and revenue? Get in touch!