Sunrisers Leeds‘ decision to delete a post-match celebration video after it attracted criticism on social media has reignited debate over how The Hundred‘s newly rebranded franchises are trying to connect with supporters.
The video, which was removed shortly after being published, showed players and support staff singing an adapted version of the famous Leeds United anthem while reading the lyrics from printed sheets. Although intended to celebrate the team’s victory over Southern Brave, the clip instead prompted criticism from fans, many of whom questioned attempts to establish new traditions so soon after the franchise’s rebrand.
forever in our hearts https://t.co/SHe42zflgb pic.twitter.com/2uFbVMJmip
— DAISY CUTTER (@daisycutterzine) July 26, 2026
Celebration video fuels wider discussion
The deleted clip quickly spread across social media after being reposted by other accounts, ensuring it continued to attract attention despite being removed from the franchise’s official channels.
The adapted rendition included the line, “We’ve been through it all together, and we’ve had our ups and downs.” Its use quickly became part of the wider conversation surrounding the video and the reaction it generated online.
The response has also revived broader discussion around the challenge facing teams under The Hundred’s new ownership structure, with supporters continuing to debate how quickly new identities can establish authentic connections with existing fan bases.
Sunrisers CEO Kaviya Maran struck an optimistic tone when discussing the club’s early progress following the rebrand.
“We need to get the crowds in. It’s a good beginning… Obviously this is a new brand for them. The great news is they seem to love the orange. That’s exciting. We’ll just grow from here,” Maran said while speaking on Sky Sports.
Players adapting to new content demands
The conversation has extended beyond one deleted video to the growing role social media now plays within franchise cricket, with players increasingly involved in producing promotional content alongside their on-field responsibilities.
England cricketer Lauren Winfield-Hill described some of those expectations while speaking on the Wisden Women’s Cricket Weekly podcast.
“I had a pretty embarrassing one that went out yesterday that was like, ‘what sound does the ball make off the bat, and you had to make a stupid sound,” Winfield-Hill said.
“That was pretty shameful, but I think you’ve just got to embrace it,” she added.
Winfield-Hill also reflected on how the volume of content creation has changed within the franchise environment.
“I’d definitely say the content feels quite IPL in terms of, ‘can you just do this TikTok? Can you do this content? We’ve got a photoshoot after training.’ It’s just a lot more active in that space. But we’re really lucky at the Sunrisers group. The owner is awesome, not in your face,” she said.
As The Hundred enters a new chapter under franchise ownership, the challenge for teams will be to create lasting traditions and stronger fan connections while ensuring those efforts are seen as authentic rather than manufactured.
