The Indian multinational tech company, Times Internet has secured the media rights of all the bilateral fixtures of India across North America, the Middle East, and Southeast Asia.
The company teamed up with Pitch, a sports marketing agency located in the United Kingdom, for the BCCI rights, which were initially sub-licensed by the global media rights winner Viacom18 Media Private Limited.
Willow distributes more than ten other boards and tournaments in addition to these Indian rights, making itself the leading cricket destination in North America.
In the Middle East, the leading tech entity distributes the Indian Premier League (IPL) alongside the Indian cricket rights. It had already collaborated with Noon, Etisalat, and Cricbuzz to distribute the IPL in 2023, and would try to expand its distribution ties in the Middle East region.
Satyan Gajwani, Vice Chairman of Times Internet, said, “We are proud to partner with, as well as the BCCI again. Willow TV has a longstanding position as the home of cricket in the US. With our foray into the Middle East, I’m confident that Cricbuzz and The Times of India Group will be able to bring a best-in-class consumer viewing experience to more cricket fans around the world”.
Times Internet is an Indian multinational technology firm based in Gurgaon, India, that owns, runs, and invests in a variety of internet-related products, services, and technology. It is the digital division of The Times Group, India’s largest media company, which was founded in 1999.