Khel Now, India’s leading digital sports platform, and Cricketaaa, a UAE-based global cricket content and distribution network, have formed a strategic alliance to enhance cricket storytelling and connect audiences globally.
The cooperation would combine Khel Now’s digital sports footprint in India with Cricketaaa’s network of 38 international cricket organisations and Test-playing nations. The two organisations will collaborate to create and distribute up to 1,000 hours of unique cricket material, including players, teams, events, and stories from across the world.
The move comes as India-UAE relations continue to strengthen in commerce, business, technology, culture, and sports, with cricket serving as a vital link between the two nations. With the UAE evolving as a key international cricket center and India being one of the world’s largest cricket markets, the alliance intends to bring together Indian and global cricket viewers ahead of the ICC Cricket World Cup 2027. Khel Now is owned by Uday Narang, Chairman of the Anglian Omega Group, Omega Seiki Mobility and OBS Perfection.
Ashish Negi, CEO and Co-founder, Khel Now, said, “Cricket has become a truly global sport, and the India-UAE relationship presents a significant opportunity to connect audiences, players and cricket communities across markets. Our partnership with Cricketaaa combines Khel Now’s understanding of Indian sports audiences with an international cricket network spanning multiple cricket-playing nations. As we look towards the 2027 ODI World Cup, our focus is on taking compelling cricket stories beyond traditional boundaries and creating
formats that engage audiences across geographies.”
Zainul Islam, Global Alliance Head, Cricketaaa, said, “India and the UAE share a strong and growing relationship, and cricket has an important role to play in bringing people and markets closer together. Our collaboration with Khel Now will allow us to develop and distribute original cricket content at scale. With access to a network spanning 38 international cricket associations and Test-playing nations, we see an opportunity to give greater visibility to players, teams, tournaments and cricket communities from across the world.”
As cricket advances, consumers are becoming more engaged with the sport via short-form video, original programming, player-led narrative, and behind-the-scenes information. The collaboration will look at content formats for a variety of audiences and digital platforms in India and throughout the world, as well as the potential for businesses and cricket stakeholders around big events and themes.
With the World Cup 2027 approaching, the cooperation aims to expand cricket narratives outside conventional bounds and introduce stories from throughout the cricketing world to new audiences.
