Under a four-year agreement, the ICC granted Willow TV and Digital in the USA and Canada the digital and broadcast rights for all major men’s and women’s competitions through the end of 2027.
The ICC and Willow’s first direct live TV contractual agreement will include the transmission of 14 international events, including matches from the men’s, women’s, Under-19 World Cup, and T20 World Cup divisions. Beginning with the men’s T20 World Cup in 2024, which is slated to take place in the USA and the West Indies, all senior men’s and women’s ICC competitions will be broadcast on television.
The direct agreement with Willow will give us a variety of new chances to increase connection with fans in the area, according to ICC CEO Geoff Allardice. “America is a vital strategic market for the ICC,” he added.
In September of last year, the ICC issued an invitation for bids for the media rights to international cricket matches over the following four (or eight) years for the Australian, US, Caribbean, and Canadian markets.
The ICC has never unbundled its media rights before, instead choosing to sell each territory separately. The ICC secured a deal in the Indian market for an unknown price in August of last year. Disney Star* submitted the winning proposal, which is estimated to be little over US$ 3 billion and encompasses the broadcast and digital rights to both the men’s and women’s international competitions from 2024 through 2027. Days after the winning offer was declared, Disney Star revealed that it would enter into another historic agreement with Zee Entertainment Enterprises to license a portion of the rights.
The ICC and Sky Sports in the UK and Ireland reached an eight-year agreement in January of this year, allowing Sky Sports to broadcast every World Cup from 2024 through 2031.
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