Amazon’s Prime Video has launched a new iteration of the ‘Go Full Cricket’ campaign, created by Leo, featuring Australian Test captain Pat Cummins, ahead of the ICC Men’s T20 World Cup 2026.
The series follows Cummins as cricket sneaks into everything he does—even stand-up, cooking, and golf. Catch every match live and exclusively on Prime Video, starting 7 February.
Following Prime Video’s first iteration of the Go Full Cricket campaign last year, which offered a look inside Cummins’ life at home, the new creative follows the Australian captain as he explores his talents away from the field – with mixed results.
Across a series of three short films, Go Full Cricket sees Cummins take on a range of unexpected pursuits, including a stand-up comedy routine, donning chef’s whites to cook up a ‘Stokes and Kidney Pie’ and even taking on a round of golf armed with a cricket bat. Yet again, no matter where Pat goes, cricket finds its way into everything he does.
“Whether I’m playing or watching Prime Video, I’m a cricket fan first and foremost. Go Full Cricket really captures that – when you love the game, it’s always on your mind,” said Pat Cummins. “I had a lot of fun with this campaign, but it probably confirms I’m in the right job – I don’t think I’ll be making the jump to stand-up comedy anytime soon.”
“The Go Full Cricket campaign celebrates the passion and obsession that defines cricket fans, brought to life brilliantly by Pat Cummins and his many talents,” said Alexandra Gilbert head of content Prime Video Australia and New Zealand. “As we head into the ICC Men’s T20 World Cup in 2026, we are proud to once again bring every match live to Australian fans exclusively on Prime Video.”
The ICC Men’s T20 World Cup 2026 brings together the 20 best teams in the world to compete for the short-form game’s biggest prize. The group stage splits the teams across four groups of five, with the top two from each progressing to the Super Eights phase, followed by semi-finals and culminating with the Final in either Colombo or Ahmedabad.
Australia is looking to add to its only ICC Men’s T20 World Cup triumph in 2021. The squad, under the leadership of Mitchell Marsh, gets its campaign underway against Ireland in Colombo on 11 February, followed by group stage clashes with Zimbabwe, Sri Lanka and Oman.
Other group stage matchups to mark on the calendar include a blockbuster clash between arch-rivals India and Pakistan, a meeting between fellow heavyweights New Zealand and South Africa, and tournament debutants Italy aiming for an all-time upset against England.
Every ICC Men’s T20 World Cup match will be streamed live and exclusive on Prime Video. Fans looking to catch up on the action will have a choice of 10- or 25-minute highlights packages exclusively found on Prime Video, or full match replays available immediately after the match has finished. There will also be a ‘rapid recap’ feature for fans joining the broadcast late to bring them up to speed with a short highlight package of previous action.
CREDITS
Creative Agency: Leo Australia
Production Company: Rabbit
Director: Al Morrow from Rabbit
Producer: Fiona Pakes
Executive Producers: Alex Hay & Lucas Jenner
DOP: Jordan Maddocks
Casting: Danny Long
Post House: The Editors
MD / EP: Nicoletta Rousianos
Editor: Mark Burnett
Colourist: Fergus Rotherham
VFX Artists: Stu Cadzow & Matt Edwards
