Digital Credit Union (DCU), a member-owned and run credit union operating across the United States, has announced a partnership with Willow, the premier broadcaster of cricket in the U.S. and Canada.
An agreement has been reached to sponsor the U.S. broadcasts of the upcoming ICC Men’s T20 World Cup 2024 and the May broadcast of the ongoing Indian Premier League (IPL) 2024.
This partnership supports the booming popularity of cricket in the U.S., which is now one of the top five cricket markets globally. For the first time, Cricket World Cup matches will be held in the U.S. in June, further highlighting the sport’s growing fanbase in North America.
Sue Burton Kirdahy, SVP, Experience, DCU, said, “This unique sponsorship underscores DCU’s commitment to supporting the interests of our diverse member base. We love celebrating the passions of our members and partners by actively supporting the experiences that unite us. In fact, we count a former professional cricket player among our employees and look forward to hosting watch parties for some matches led by our employee cricket experts. We are, as they say in cricket, an ‘all-rounder,’ and DCU’s employees look forward to cheering on IPL and ICC matches with our fellow members.”
Willow Chief Operating Officer, Todd Myers, said, “We are incredibly grateful for DCU’s exceptional support, which reflects the strength and diversity of Willow’s growing audience, largely comprised of a broader affluent international transplant diaspora in the U.S. and Canada. With DCU’s backing, this IPL season, viewers can look forward to an unparalleled viewing experience, promising exhilarating cricket action from the world’s top talents.”
Digital Federal Credit Union, also known as DCU, is a large credit union headquartered in Massachusetts. Founded in 1979, DCU serves over 1 million members across the United States. The union offers a variety of financial products including savings accounts, loans, and online banking tools.
Willow by Cricbuzz, a subsidiary of TimesNetwork, is the go-to destination for cricket fans in the United States and Canada. Launched in 2010, it’s the official broadcaster for major cricket events and boards like the International Cricket Council (ICC), IPL, SA20, and Major League Cricket (MLC). The pay-TV sports channel provides live and recorded matches, along with cricket-related programming, all in English.
The multi-team tournament will be played from June 1 to 29, with co-hosts USA taking on Canada in the opening fixture at the Grand Prairie Stadium in Texas. A total of 55 matches will be played by 20 teams across nine venues, with the final on June 29 in Barbados.