In a move that signals a major shift in how sports broadcasting and digital culture intersect, Willow by Cricbuzz is partnering with YouTube and creator-led sports media powerhouse Jomboy Media to offer free access to Team USA’s T20 World Cup matches—marking the first time ICC World Cup cricket will be available to American audiences at no cost on the world’s largest video platform.
The announcement, which drops just days before Team USA faces India on February 7, represents more than just expanded access. It’s a bet on a fundamentally different distribution model—one that places creators, not traditional broadcasters, at the center of how sports reach new audiences.
“The ICC Men’s T20 World Cup gives fans a chance to experience cricket at a true breakout moment in the U.S.,” said Todd Myers, Chief Operating Officer of Willow by Cricbuzz. “More than a decade ago, major ICC World Cup matches in the U.S. required $100-plus pay-per-view access. We helped bring the sport into an affordable monthly subscription, and now we are taking the next step by offering free access to some of the most anticipated matches of the year, alongside new creator-led programming and a viewing experience built for how fans engage with the game today.”
Myers drew a compelling parallel to capture the moment: “America will be cheering on phenomenal athletes on skates, skis and snowboards this weekend competing in Italy. We’re giving the country the opportunity to cheer on the team with bats (USA Cricket) by tuning into Willow TV where the match vs India will be free across the Willow by Cricbuzz ecosystem.”
The Creator-Led Revolution
“This is not influencer marketing. This is distribution,” says Courtney Hirsh, CEO of Jomboy Media. “Creators sit in the middle layer between leagues and fans, and this layer is quickly becoming one of the most important distribution channels in sports.”
For the first time, Willow by Cricbuzz is introducing a creator-led alternate telecast for select ICC Men’s T20 World Cup matches. Alongside the traditional broadcast, Jomboy Media will produce an alternate stream for USA vs. India and USA vs. Pakistan, featuring a conversational, personality-driven approach that has become the company’s signature.
The alternate stream will feature Jimmy “Jomboy” O’Brien—the founder whose viral “Breakdowns” video series has made him one of baseball’s most influential digital voices—alongside former England international and 2019 Cricket World Cup champion Liam Plunkett and analyst Adam Bannon.
“I discovered cricket during COVID and instantly fell in love,” O’Brien said. “We’re excited to create new fans in the US for baseball’s older cousin.”
That personal connection isn’t incidental—it’s strategic. O’Brien’s commentary role at the ICC 2024 T20 World Cup helped fuel Jomboy Media’s expanding cricket content, including the That’s Cricket podcast and YouTube channel, beginner guides, and cross-sport content designed to bridge baseball fans to cricket. With a community of over 35 million people across their platforms and more than 2 million YouTube subscribers, Jomboy Media brings distribution power that rivals traditional sports networks.
Why This Model Matters
The significance of this partnership extends far beyond a single tournament. Founded in 2017, Jomboy Media has become a case study in how creator-led media can transform sports consumption. The company is home to the three biggest baseball podcasts in the U.S. (Talkin’ Yanks, Talkin’ Baseball), original IP like The Warehouse Games, and those viral Breakdowns that have become cultural touchstones for baseball fans.
Last year, Major League Baseball took a minority stake in the company—the first time a professional sports league partnered with a creator-led media company. That move validated what many in the industry had already suspected: the future of sports media isn’t just about traditional networks versus streaming services. It’s about the role creators play in translating sports’ biggest moments for audiences who increasingly discover and consume content through YouTube, podcasts, and social platforms.
“Leagues and rights holders have traditionally relied on paywalled TV and streaming to reach fans,” Hirsh explains. “That works for existing fans, but if you’re trying to build the next generation of fans or grow a sport in the US, that model is not enough. This is not a fluke or a one-off. This is where sports is going.”
“We’re thrilled to partner with Willow by Cricbuzz to bring T20 World Cup USA cricket matches to YouTube for free, enabling our large audience of passionate sports fans the ability to engage with both the main livestream and an alternative creator-led livestream featuring Jomboy Media,” said Marc Hatfield, Partnerships Manager at YouTube. “Existing & new cricket fans will have the opportunity to hear live commentary with unique perspectives that only the YouTube creator community can deliver.”
Cricket’s American Moment
The timing couldn’t be more opportune. Cricket’s U.S. footprint is expanding rapidly, driven by a growing diaspora audience, increased domestic participation, and heightened mainstream visibility ahead of cricket’s return to the Olympic Games at LA28. The ICC Men’s T20 World Cup, running from February 7 through March 8, offers a unique window to capture both established fans and curious newcomers.
All four guaranteed USA matches—against India (February 7), Pakistan (February 10), the Netherlands (February 13), and Namibia (February 15)—will be available across an unprecedented array of platforms. Beyond YouTube, fans can access matches through Willow TV (English-language), Willow 2 (Hindi-language), Willow Sports’ free ad-supported streaming channel, the Willow by Cricbuzz and Cricbuzz websites and apps, and Willow’s DTC streaming service.
The full tournament—all 55 matches—will be available through various subscription options via Amazon, YouTube Primetime Channels, Triller TV, FloSports, and traditional cable providers including DISH, Sling, Fios, Spectrum, Xfinity, and others.
A New Playbook for Sports Broadcasting
Willow’s partnership with YouTube and Jomboy Media represents a recognition that reaching fans requires more than just making content available—it requires making it discoverable, shareable, and culturally relevant. For cricket in America, that chapter will begin on February 7, when Team USA takes on India, and millions of Americans get their first taste of the sport on their terms—for free, with commentary from creators they already trust, on the platform where they already spend their time.
