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Willow TV broadening cricket’s North American reach with new initiatives

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Willow TV, the leading cricket broadcaster in North America, is breaking ground by launching new initiatives aimed at making cricket more accessible and engaging for fans. Under the leadership of Chief Operating Officer Todd Myers, the company has introduced Willow Sports, a Free Ad-Supported Streaming TV (FAST) channel now available on Amazon Prime, and a unique commemorative ticket celebrating a historic moment for Team USA in cricket.

cricexec sat down with Todd Myers to discuss these initiatives. 

This is a photo of Todd Myers, the Chief Operating Officer of Willow TV
Todd Myers, Chief Operating Officer of Willow TV

Bringing Cricket to the Masses with Willow Sports

On October 1, 2024, Willow TV launched Willow Sports, North America’s first FAST channel dedicated to cricket. This expansion step aligns with the company’s mission of exposing the sport to a broader audience while providing free, high-quality content. “The genesis for this actually started about two years ago,” revealed Myers. “We saw the growing popularity of FAST networks as an opportunity to introduce cricket to sports fans who might be curious but weren’t ready to commit to a subscription.”

Willow Sports offers a diverse range of programming, including marquee matches, classic games, and a special emphasis on women’s cricket. “We’re strong believers in the growth of women’s sports, and women’s cricket is no exception,” Myers emphasized. “It’s a phenomenal game, with incredible athletes and unforgettable performances. By showcasing it, we’re tapping into a burgeoning fandom.”

The decision to launch Willow Sports was not made overnight. Myers elaborated, “We were plotting and strategizing this for a long time. Between what we achieved with our Regional Sports Networks and the exposure we gained during the ICC T20 World Cup, we knew the timing was right. The feedback from our partners and fans was overwhelmingly positive, making it almost a no-brainer.”

The channel also features iconic cricket moments, like Virat Kohli’s record-breaking century and Team USA’s stunning victory over Pakistan in the ICC Men’s T20 World Cup. “We’re focusing on truly memorable moments—the best of the best cricket—to captivate audiences and encourage them to explore more of what Willow has to offer,” said Myers. “Historic matches are carefully curated from our extensive archive. We want to present the moments that define cricket history while ensuring they meet today’s HD viewing standards.”

Live content is a cornerstone of Willow Sports. “Many sports FAST channels don’t offer live programming, but we’re taking a different approach,” Myers shared. “Our goal is to deliver at least 2,000 live hours over the next 12 months, showcasing top-tier cricket to fans for free. Live sports are what make fans tune in, and we’re committed to delivering that experience.”

The inclusion of women’s cricket was another deliberate move. “Women’s cricket is growing rapidly,” Myers pointed out. “We see this as a golden opportunity to expose more fans to the phenomenal talent and excitement in women’s cricket. It’s about more than just programming—it’s about helping the sport grow.”

Myers also emphasized the broader appeal of FAST channels: “FAST channels are everywhere now, and we saw them as a way to introduce cricket to fans who might not be ready to pay for a subscription. It’s about accessibility and creating interest.” He added, “We’re building Willow Sports to be more than just a channel; it’s a platform for engagement. Our goal is to get fans hooked on live cricket and encourage them to explore more.”

Expanding Reach Through Prime Video

In a major milestone, Willow TV recently partnered with Amazon Prime Video to include Willow Sports on Prime. Fans can now access live matches and highlights from the ICC U19 Women’s T20 World Cup and other major tournaments directly through Prime Video’s “Live TV” section.

“Cricket is winning over fans across North America, and Willow is fueling this growing passion by offering unmatched access to the sport,” said Myers. “Our collaboration with Prime Video ensures that even more people can experience the excitement of live cricket.”

This partnership furthers Willow’s commitment to making cricket accessible to the South Asian diaspora and a growing mainstream audience in the U.S. and Canada. With platforms like Fubo, Sling Freestream, and DistroTV already on board, Willow Sports is aiming to become a household name for cricket enthusiasts.

Myers detailed Willow’s approach to distribution partners: “We targeted platforms like Sling and Fubo because they already carried WillowTV, so it was a natural fit. For newer platforms like Roku and Samsung, which are so prevalent in people’s homes, it’s about getting in front of as many eyeballs as possible. Our aim is to make Willow Sports accessible to anyone with an internet connection.”

Myers also discussed Willow’s plans to diversify its content: “We’re looking to include other sports that resonate with the South Asian demographic, like field hockey, kabaddi, and chess. These are natural extensions of what our viewers love.”

Celebrating a Historic Moment in Cricket

In addition to enhancing cricket’s accessibility, Willow is commemorating Team USA’s landmark victory over Pakistan in the ICC Men’s T20 World Cup by launching a limited-edition souvenir ticket in collaboration with Weldon, Williams, and Lick, Inc. (WW&L). This unique keepsake includes match statistics and autographed versions signed by USA star Saurabh Netravalkar.

“This historic win took place at a pop-up stadium that no longer exists, making it a once-in-a-lifetime moment for fans,” Myers noted. “The souvenir ticket offers a tangible way to preserve that thrill and connect with a pivotal moment in cricket history.”

Myers reflected on the broader significance of this initiative: “Cricket’s growth in the U.S. is undeniable. From the launch of Major League Cricket to its inclusion in the 2028 Los Angeles Olympics, the momentum is there. This ticket is a way to celebrate that growth and give fans something meaningful to hold onto.”

A Bright Future for Cricket in North America

Willow TV’s initiatives are aimed at catering to its loyal audience, but also introducing cricket to new fans across North America.

“Every overnight success is years in the making,” Myers reflected. “We’ve been building toward these milestones for a long time, and we’re excited to see how they shape the future of cricket in the U.S. and beyond.”

Looking ahead, Myers is optimistic: “This is just the beginning. We’re working hard to ensure cricket becomes a permanent part of the American sports landscape. Whether it’s through Willow Sports, our partnerships, or initiatives like the commemorative ticket, we’re here to grow the game.”

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Name of Author: Zee Zaidi

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