A magazine called Bodyline will be available as part of the provocative advertising for the tournament. The front cover displays a well-muscled cricketer - with torso bare and head not showing, shining an orange on his whites.
Rice said: "It's a really interesting brief to try and put over the appeal of the World Cup to women. It's quite a dodgy sport. It does drag on and then it's tea. It's difficult to see the light at the end of the tunnel.
"But one-day cricket is a master stroke. When it is all over you have time for a gin and tonic and Blind Date."Reuse content