An iconic London landmark was seen as never before on the day, as Waterloo Bridge in central London was turned into a temporary cricket pitch. For a time, one of the capital's busiest crossings was taken over by stumps and wickets, right in the heart of the city. It was a striking way to bring the game to the middle of London.
The event was staged to mark the Women's T20 World Cup, which starts in England on Friday. The launch put the tournament front and centre with an unmistakable setting, using the bridge as a stage to announce its arrival. Closing such a busy crossing for the occasion was itself presented as a tribute to the players and to women's sport.
The cast for the launch was a serious one. Captains from all 12 teams involved came to the wicket on the bridge, lining up together ahead of the competition. They were joined by women and girls from cricket clubs across the country, who were invited to be part of the celebration.
Organisers were clear about the purpose behind the spectacle. The tournament, they said, is all about breaking women's cricket into the mainstream, a goal they described in terms of scale and status. Taking over the bridge was pitched as the boldest possible way to make a first impression about what the sport is trying to achieve.
The competition itself is growing in size. Held every two years, this is the biggest edition so far, with 12 teams competing for the title. New Zealand go in as the current champions, while England will be looking to mount a challenge with the advantage of playing on home soil and in front of their own fans.
The action will be spread across the country in the coming weeks. Matches are taking place at grounds nationwide, with the semi-finals set for the Oval and the final to be held at Lord's. Organisers hope the spectacle in the heart of London will draw more people into watching the real thing as the tournament unfolds.