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Wednesday, June 19, 2024

Willow Secures ICC Cricket Rights in the USA and Canada

The International Cricket Council has announced a new four-year direct deal with Times Internet Limited in the USA and Canada, making Willow the home of ICC cricket in both countries up until the end of 2027.

Willow TV and Digital will exploit the ICC broadcast and digital rights for all ICC men’s and women’s major events from next year through to the end of 2027. The new deal continues the successful partnership between ICC and Willow TV which has been in place since 2016, delivering extensive coverage across Willow’s platforms, bringing cricket to a growing number of fans across the USA and Canada.

Over 30 million cricket fans are estimated to live in the United States and Canada. Willow TV, the premier broadcaster of cricket in the region for almost 20 years, will offer a plethora of content and enhancements across its platforms to enhance the fan experience. The service is accessible in over 70 million households, making it an excellent platform for expanding the sport’s reach and growing the cricket fanbase even further across the region over the next four years.

Fans will also be able to access ICC cricket digitally on which is available across multiple devices, providing subscribers with an unparalleled viewing experience with live HD quality streaming, interactive video scoreboards and statistics. and Cricbuzz will provide more ICC major event content including digital clips to fans through their incredible reach to cricket fans in the US and Canada.

The first direct live TV contractual relationship between the two organisations will cover the broadcast of 14 international events across men’s, women’s and U19s Cricket World Cup and T20 World Cup competitions. All the senior major men’s and women’s ICC events will receive TV coverage, beginning with the ICC Men’s T20 World Cup 2024 in the USA and the West Indies. The men’s and women’s U19 World Cups will be shown digitally on with the semi finals and finals available on Willow TV.

ICC Chief Executive, Geoff Allardice said: “USA is an important strategic market for the ICC and the direct partnership with Willow will provide us with a number of exciting opportunities to strengthen engagement with fans in the region. With content available across Willow’s digital and TV platforms, it is an incredible opportunity for new fans to enjoy and engage with the sport across North America.”

Times Internet Vice Chairman, Satyan Gajwani said: ‘”Willow TV has long been the home for cricket in North America. Having exclusively covered the ICC’s World Cups since 2015, we are excited to continue our partnership until the end of 2027. We continue to focus on delivering the best cricket consumption experience across all devices and platforms and to share some of the most exciting, power-packed events in the coming years.”

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