The International Cricket Council (ICC) today announced a new direct deal with Times Internet Limited in the United States and Canada for a period of four years. This makes Willow the home of ICC cricket in both countries until the end of 2027.
From next year until the end of 2027, Willow TV and Digital will use the ICC’s broadcast and digital rights for all major men’s and women’s events. The new agreement builds on the successful partnership that has existed between the ICC and Willow TV since 2016. This partnership provides extensive coverage across all of Willow TV’s platforms and brings cricket to a growing number of fans in the United States and Canada.
It is estimated that the United States and Canada are home to more than 30 million cricket enthusiasts. In order to enhance the fan experience, Willow TV, the region’s leading cricket broadcaster for nearly two decades, will provide a wide range of content and enhancements across its platforms.
Since the service is available in more than 70 million homes, it is a great way to spread the word about the sport and increase the number of cricket fans in the region over the next four years.
Willow.tv, which is accessible on a variety of devices and offers subscribers an unparalleled viewing experience with live HD streaming, interactive video scoreboards, and statistics, will also provide fans with digital access to ICC cricket. Through their extensive reach among cricket fans in the United States and Canada and Cricbuzz will offer additional content, including digital clips, related to ICC major events to fans.
The broadcast of 14 international events, including the men’s, women’s, and U19s Cricket World Cup and T20 World Cup competitions, will be covered by the first direct live TV contractual relationship between the two organizations.
TV coverage of all senior major ICC events for men and women will begin with the ICC Men’s T20 World Cup in the USA and the West Indies in 2024. Willow will have exclusive coverage rights over the men’s and women’s ICC World Cup. Willow TV will have access to the semifinals and finals as well.
Geoff Allardice, CEO of the ICC, stated that the direct partnership with Willow will provide ICC with a number of exciting opportunities to strengthen engagement with fans in the region. The United States of America is an important strategic market for the ICC. With content accessible across Willow’s computerized and television stages, it is a fantastic chance for new fans to appreciate and draw in with the game across North America.
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Satyan Gajwani, Vice Chairman of Times Internet commented that Willow TV would broadcast cricket in North America for a long time to come. Since 2015, the Times had exclusive rights for coverage of the ICC World Cups and will continue the partnership until 2027. Willow TV will continue to share some of the most exciting and powerful events in the coming years and continue to focus on providing the best cricket consumption experience across all devices and platforms.
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