The Brief
England Over 40s asked ETDC Digital Media to cover their ODI series against India Over 40s, played at High Wycombe Cricket Club. The brief went beyond simple event coverage: the squad wanted to change how they show up in the content they publish.
Historically, their media had leant heavily on teamsheets and results graphics. These were functional, served as updates, but flat and lacked engagement. The goal for this series was to diversify the mix and move towards storytelling and interest-led media that gives supporters, sponsors and players a reason to actually watch and share.
Our Approach
Rather than treating the fixture as a single shoot day, we built coverage around the narrative of the series itself, the occasion, the players, and the setting at High Wycombe, so the output could carry the story of the series rather than just its scoreline.
- Planned a shot list around players and moments, not just play-by-play action, to give the edit room to breathe as a story rather than a highlights reel.
- Balanced cinematic long-form coverage with fast-paced, platform-native short-form cuts built for scroll-stopping attention.
- Captured a deep image library across the fixture so the club has a bank of usable, on-brand photography that isn’t tied to a single result or scoreline.
What We Delivered
- 1 long-form YouTube video: a hype, energetic piece from the series, built to sit as a centrepiece on England Over 40s’ channel rather than a straight match recap.
- 4 short-form clips: cut for social, designed to carry the same storytelling tone in a fraction of the time.
- 115 images: covering the squad, the action and the occasion at High Wycombe Cricket Club, ready for the club to draw on throughout the rest of the season.
The Results
Across the four pieces of content published from the series, the coverage generated 17,000 views; a strong return for a shift away from purely results-driven posting, and proof that supporters respond when the story is put first.
Just as importantly, the series left England Over 40s with a reusable asset library: 115 images they can call on for matchday graphics, sponsor content and season-long storytelling long after the series itself has finished.
In their words:
“ETDC Digital Media provided a first-class coverage of our ODI with India at High Wycombe CC and superb content for our media purposes; thoroughly recommend them.” CHRIS MAYS Director of Cricket — England Over 40s
Looking Ahead
This series marked a deliberate step-change in England Over 40s’ content — from scoreline-first updates to media built around story and character. It’s a template ETDC Digital Media will build on for future fixtures: broader formats, consistent storytelling, and a growing library of imagery the club owns and can use all season.
Off the back of the ODI series, ETDC Digital Media has been invited to capture England Over 40s’ Triple Crown event at Bishops Stortford Cricket Club in Hertfordshire (28–30 July), and England Over 40s have since dedicated a page on their website — White Line Fever — to the partnership.