Rob Johnson is the Head of Audiences at the England and Wales Cricket Board (ECB), where he is actively rewriting the playbook for cricket’s future. As a driving force behind The Hundred, English Cricket’s award-winning challenger brand, Rob leads the charge in modernising and diversifying the game’s fanbase for a new era.

His expertise spans the entire fan ecosystem, a ‘ticketing to TikToks’ strategy that ensures every touchpoint is an opportunity for genuine connection. By seamlessly blending content, digital innovation and broadcast integration, Rob builds audience-first brands that resonate far beyond the traditional boundary rope. He doesn’t just market a sport– he shapes how new, diverse generations discover, engage with and ultimately show up for it.