ICC announces streaming partnership across three events

In a landmark deal over 80 ICC Associate Members will feature in streamed action across qualifying for the Men's and Women's Cricket World Cups, and the Men's T20 World Cup.

ICC Thailand women
PERTH, AUSTRALIA - FEBRUARY 22: Team Thailand look up at the replay screen on a wicket decision during the ICC Women's T20 Cricket World Cup match between the West Indies and Thailand at WACA on February 22, 2020 in Perth, Australia. (Photo by Will Russell-ICC/ICC via Getty Images)

Almost 550 matches across three ICC global events are set to be streamed to a global audience, in a partnership struck by the game’s governing body and IMG, announced today.

In a huge win for cricket fans the world over, qualifying matches for both the 2023 Men’s and Women’s Cricket World Cup, and the Men’s T20 World Cup, will be broadcast across more than 40 qualifier events.

More than fifty ICC members will grace our screens via the new deal, with first-time participants at global events and the advent of streams allowing new exposure to those in cricket’s emerging outposts.

Hungary, Romania and Serbia will compete for the first time ever in Men’s T20 World Cup qualification, while Bhutan, Botswana, Cameroon, France, Malawi, Myanmar, Philippines, and Turkey will be making their debuts in global ICC events through Women’s T20 World Cup qualifying.

Viewers will also benefit from other content via digital channels to deepen the engagement, all while attracting more potential fans to the sport.

ICC Chief Executive Manu Sawhney believes the game’s emerging members have shown the way forward in providing cricket a level of global engagement.

“Associate Members have long identified that broadcasting international cricket would provide a significant opportunity for growth and raise the profile of our sport in non-traditional heartlands and we are excited by the potential of this partnership.

“This is a significant step forward for our sport and increases the size of our platform globally, which supports our long-term ambitions for greater sustainability for all of our Members.

Sawhney was flattered by interest shown by prospective right holders wanting to take up the deal, though believed IMG with their credentials were the best fit.

“Throughout the process we received substantial interest in acquiring the rights, but our preferred supplier was IMG due to their extensive experience in this field and they will provide us with the best opportunity for global viewership.”

Adam Kelly, Co-President, Media and Events of IMG, believes cricket can extend its reach through the new deal.

“The pathway matches are an important part of the future growth of international cricket and we are delighted to have been chosen by the ICC to ensure they are streamed live around the world.

“This key relationship will ensure both the men’s and women’s games receive much wider awareness across several different broadcast platforms. We look forward to working with the ICC and its members on showcasing the game as broadly as possible.”  

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