Willow by Cricbuzz has accomplished a remarkable feat for cricket fans in North America by announcing a significant expansion of its coverage for the 2026 season. With the first-ever free broadcast of ICC Men’s T20 World Cup 2026 matches in the United States and Canada, this strategic move marks a crucial leap towards popularizing cricket across the continent. The highly anticipated USA vs India clash kicking off on February 7 at 8:30 a.m. ET will serve as the launchpad for this initiative. This decision signals a tactical evolution in Willow’s approach to capturing the burgeoning interest in cricket in North America.
Free Broadcasts: A Transformative Strategy
The landmark partnership with YouTube allows Willow to stream all four Team USA matches from the ICC Men’s T20 World Cup 2026, scheduled from February 7 to March 8, entirely free on YouTube. This unprecedented availability of ICC World Cup matches at no cost will lay the groundwork for attracting major audiences. Viewers can also catch every match on Willow and El-Balad platforms. By removing the paywall previously associated with cricket broadcasting, Willow is finessing its position as a leading cricket network in North America.
Creator-Led Telecast: A Fresh Engagement Model
Alongside traditional broadcasts, Willow has introduced an innovative creator-led alternate telecast in collaboration with Jomboy Media. This approach aims to redefine how audiences experience cricket. Featuring personalities like Jimmy “Jomboy” O’Brien and former England international Liam Plunkett, the telecast will blend storytelling, live reactions, and expert analysis, fostering a deeper connection with fans. The intention behind this format aligns with a contemporary audience’s desire for interactive and relatable content, catering specifically to the cultural context of North American sports viewership.
| Stakeholders | Before the Announcement | After the Announcement |
|---|---|---|
| Cricket Fans | Limited access; often paid services over $100 | Free access to key matches, increased engagement |
| Willow by Cricbuzz | Struggling to grow audience traction | Positioned as a key player in growing cricket popularity |
| YouTube | Limited cricket content availability | Increased sports engagement through free content |
| Sponsors/Advertisers | Invested in traditional advertising avenues | New opportunities for targeting cricket audience segments |
Wider Implications for Cricket in North America
The implications of this announcement echo across various markets, particularly as cricket’s profile grows ahead of its return to the Olympics at LA28. In the U.S., this strategy is likely to ignite broader interest, potentially leading to grassroots developments such as local leagues and community engagement initiatives. For markets like Canada and Australia, where cricket already has a foothold, this free broadcasting could enhance existing fan bases and stimulate investment in local teams.
Projected Outcomes
Looking ahead, three specific developments merit close observation:
- Significant increase in viewership numbers for the T20 World Cup matches, manifesting a shift in the demographic composition of cricket fans in North America.
- Potential partnerships with sports brands and local businesses seeking to tap into the growing cricket audience, further solidifying cricket’s presence in niche markets.
- A ripple effect prompting other sports networks to explore similar free access models, creating new competitive dynamics within the North American sports broadcasting landscape.
