Middlesex Cricket Appoints Award-Winning Frisson Creative as Official Social Media Agency for 2026

Middlesex Cricket Appoints Award-Winning Frisson Creative as Official Social Media Agency for 2026

Partnership to drive digital growth and fan engagement across all platforms following BOCA success

LONDON – Middlesex County Cricket Club today announced the appointment of Frisson Creative as its official social media agency for the 2026 season. The London-based sports marketing agency, which recently won Best Social Media Campaign at the Business of Cricket Awards (BOCA) alongside Middlesex for their collaborative 2025 work, will lead the Club's digital strategy, channel growth, and social media monetisation initiatives.

Following a successful partnership in 2025 that delivered record-breaking engagement and industry recognition, Middlesex has formalised the relationship with Frisson Creative to spearhead its digital transformation. The appointment comes as cricket clubs increasingly recognise social media as a critical revenue stream and fan engagement platform.

The expanded remit will see Frisson Creative take responsibility for content strategy across all of Middlesex's social platforms including Instagram, TikTok, X, Facebook, and LinkedIn. The agency will focus on three key pillars: growing the Club's digital audience, deepening fan engagement through innovative content, and developing new monetisation opportunities through branded partnerships and sponsorship activations.

Paul Metcalfe, Chief Growth Officer at Middlesex Cricket, said:  "Our work with Frisson Creative in 2025 demonstrated exactly what's possible when you combine cricket expertise with cutting-edge digital strategy. Winning the BOCA award together validated our approach and showed the wider industry that county cricket can lead the way in social media innovation. Frisson Creative understands our brand, our fans, and most importantly, they understand how to turn engagement into tangible value for the Club. As we look to build on last season's success, having Frisson as our dedicated social media agency gives us the strategic firepower to compete with the biggest clubs in the digital space."

The BOCA award, won in December 2025, recognised the Club and agency's innovative match-day content strategy that drove a 340% increase in social media engagement and attracted new commercial partners to the Club. The campaign showcased Middlesex's ability to blend traditional cricket storytelling with modern content formats that resonate with younger audiences.

Frisson Creative, founded in 2017, has established itself as one of the UK's leading sports marketing agencies, working with brands and athletes across cricket, football and entertainment. The agency specialises in social-first campaigns that balance authentic storytelling with commercial objectives, helping sports properties monetise their digital audiences while maintaining genuine fan connections.

Adam Tanous, Managing Director at Frisson Creative, said: 

"Middlesex is a club with incredible heritage and an amazing fan base that spans generations. What excites us most about this partnership is the opportunity to build something genuinely special – a social media presence that doesn't just chase views, but creates real value for the Club, its partners, and most importantly, its fans. We have ambitious plans for 2026: growing the digital audience significantly, launching innovative monetisation strategies that other counties will follow, and proving that cricket clubs can be genuine leaders in the social media space. This isn't about posting match scores, it's about building a digital-first brand that drives revenue, attracts the next generation of fans, and sets new standards for county cricket."

The partnership will officially commence on 1 February 2026, ahead of the new cricket season. Middlesex fans can expect to see enhanced behind-the-scenes content, interactive fan experiences, and innovative commercial integrations across the Club's social channels throughout the year.