Welsh Fire, the Cardiff-based franchise competing in The Hundred, has officially launched a new website and digital ecosystem designed to transform fan engagement ahead of the 2026 season. Developed by the specialist sports digital agency Yellow Panther, the platform marks a significant pivot toward a mobile-first, data-rich experience for the team’s growing global audience.
The “Global Brand” Vision
The launch follows a landmark ownership shift in late 2025. Welsh Fire is now a 50/50 joint venture between Glamorgan County Cricket Club and Washington Freedom (owned by US tech entrepreneur Sanjay Govil). This partnership aims to bridge the gap between UK and US sports markets, leveraging Govil’s tech expertise and Glamorgan’s deep roots in Welsh cricket.
Key Digital Features:
- Hunt CMS Power: Built on Yellow Panther’s proprietary Hunt CMS, the site is “stress-tested” to handle the massive traffic spikes typical of matchdays at Sophia Gardens.
- Phase Two Roadmap: While Phase One focuses on ticketing, hospitality, and news, Phase Two will introduce live match centres, fan polls, and interactive quizzes to maintain year-round engagement.
- Mobile-First Design: Optimized for fans “from stadium to sofa,” ensuring live scores and commentary are accessible on the move.
Yellow Panther’s Cricket Dominance
Welsh Fire is the fifth cricket organization to join Yellow Panther’s portfolio, following successful collaborations with:
- Glamorgan CCC
- Leicestershire CCC
- Somerset CCC
- Gloucestershire CCC
The Hundred: Commercial Context
The digital refresh comes as The Hundred enters its most commercially robust era yet. Following the ECB’s equity sale in 2025, the eight franchises reached a combined valuation of over £975 million. With attendances surpassing 2.5 million overall and a record-breaking women’s competition (349k fans in 2025), the need for a sophisticated digital “one-stop shop” has never been greater.
“Welsh Fire is a bold, modern team… This launch isn’t just a new website, it’s the foundation for how they connect with fans now and as they grow.” — Stuart Cope, Founder & COO at Yellow Panther.