Willow has announced the launch of Willow Sports, the first Free Ad-Supported Streaming TV (FAST) channel in North America dedicated entirely to cricket. The channel is launching just in time for the ICC Women’s T20 World Cup, which begins on October 3, 2024.

Fans of cricket can now access live matches, classic games, and highlights for free on platforms like Amazon Prime Video Channels, Sling Freestream, Fubo, Free Live Sports, and Plex. This development marks a significant expansion of the sport’s accessibility across North America, where cricket has been gaining popularity.

Todd Myers, COO of Willow, shared his enthusiasm, noting in the announcement, “Over the past year, cricket’s popularity has skyrocketed in North America, largely fueled by USA’s stunning victory over Pakistan in the ICC Men’s T20 World Cup and the second season of Major League Cricket…With this growing enthusiasm, Willow Sports will bring cricket further into the spotlight, offering free access to some of the most exciting matches and tournaments. American cricket fans have never had greater access to the second most popular sport in the world.”

In addition to live matches, Willow Sports will feature select games from major competitions like the IPL and ICC events. It also aims to be the primary destination for women’s cricket in America, with extensive coverage of the ICC Women’s T20 World Cup. The channel will highlight key performances from athletes, showcase iconic moments such as Virat Kohli’s record-breaking century, and offer replays of historic matches like the USA’s victory over Pakistan.

The launch of Willow Sports follows a series of successful partnerships for Willow, including collaborations with Fubo, YES Network, ROOT Sports, NBC Sports Bay Area, Monumental Sports, and Bally Sports. Willow has long been recognized as the home of cricket in North America, reaching over five million South Asians in the U.S. and Canada. With this launch, Willow continues to connect advertisers with an engaged and educated audience of cricket fans.

For more details on Willow Sports and how to access the channel, visit www.willow.tv.