Cricket Australia
The Boundary Social

An in-stadium experience that combined socialising with cricket, featuring a bespoke custom-built deck to provide the best seats in the house.


Cricket Australia had two primary objectives for the 2019/2020 season – to enrich the at-match social experience and enhance the perception of Test cricket. We were tasked with creating an in-stadium fan engagement concept that appealed to all types of fans and bringing it to life.

Our role throughout the project would cover; brand development, budget management, sourcing suppliers for all aspects of the build (deck, furniture, theming, accessibility, engineering, etc.), venue stakeholder management, staff sourcing, live event management across all days, and assisting Cricket Australia with marketing and publicity to drive ticket sales.


Working alongside Cricket Australia, we created the largest custom-built in-bowl spectator decks ever seen in Australian sporting arenas. By removing traditional seating at the Melbourne Cricket Ground (MCG), Sydney Cricket Ground (SCG), and The Gabba (Brisbane) and replacing them decks, up to 600m², containing custom-built pods and a tailored menu, we created an experience worthy of the title “best seats in the house”. Welcoming the Australian public to The Boundary Social – a cricket experience like no other.

The Boundary Social combined cricket and socialising, opening cricket to new audience demographics that would have previously been hard to convince attendance. The scale of The Boundary Social in-bowl experience has never been seen before in Australia.

The End Result

The Boundary Social delivered strongly on the objectives across the entire summer, highlighted by selling out capacity during all three Test matches for this premium offering, reinforcing the desire for such an exclusive space.

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Sold Out Days of Test Match Cricket
PR Coverage Reach
Media Coverage Hits
of Attendees said the Experience had a "Very Positive" Effect on them
Reach via Social Media
Social Media Hits