The ICC is bringing World Cup cricket to US and Canadian fans for free, using YouTube creators to turn baseball audiences into cricket followers ahead of LA28.
The International Cricket Council (ICC) has made men’s T20 World Cup matches free in the US and Canada for the first time via a partnership with Willow by Cricbuzz.
The North American-based cricket broadcaster announced on February 3 that four Team USA matches from the ICC Men’s T20 World Cup will be streamed live and free on YouTube.
The tournament runs from February 7 to March 8, with the US facing India on February 7, Pakistan on February 10, the Netherlands on February 13 and Namibia on February 15.
Speaking about the partnership, Todd Myers, COO of Willow by Cricbuzz, looked back on how ICC World Cup matches in the US were once locked behind expensive paywalls.
“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,” he said.
The creator-led strategy involves Jomboy Media, a sports media company founded in 2017 by Jimmy “Jomboy” O’Brien and Jake Storiale. Willow has partnered with the YouTube channel to launch an alternate telecast for USA vs India and USA vs Pakistan, offering a more conversational alternative to traditional coverage.
The broadcasts will feature O’Brien, former England international Liam Plunkett, and analyst Adam Bannon.
ICC’s baseball plan ahead of LA28
Cricket is widely regarded as the world’s second-most popular sport, though its fanbase is concentrated in India, Pakistan, the UK and other Commonwealth nations.
However, like many other global sports, North America presents an attractive growth opportunity. The ICC has increased its focus on the region, highlighted by Team USA competing in the 2024 T20 World Cup for the first time as a host country.
The feedback from the tournament was positive, particularly as cricket prepares to return to the Olympic Games at LA28. Growing the sport in the US and Canada ahead of the Olympics has therefore become a strategic priority for the ICC.
The new strategy takes inspiration from a modern approach to broadcasting, which has seen several leagues use YouTube creators to appeal to new and younger audiences. Jomboy Media’s main channel has over 2 million subscribers, giving cricket immediate reach, but importantly, most of the channel’s audience follows baseball.
Other leagues have experimented with creator-led content to expand reach, including the Bundesliga in the UK and the Australian Football League with Dan Gorringe. However, The ICC’s approach is notably different because it targets viewers who are largely unfamiliar with cricket instead of existing fans.
While it is yet to be seen if the plan can successfully bridge the two sports, the link has already been made with O’Brien describing cricket as “baseball’s older cousin” and adding he “discovered cricket during COVID and instantly fell in love.”
