Lights, camera, action! Cricket South Africa (CSA) on Monday announced an exciting long-term agreement with Willow TV which will see the Proteas Men’s and Women’s cricketing teams again making an appearance on television screens across the USA, Canada and Mexico.
The deal comes after months of negotiation with one of the United Kingdom’s biggest broadcasters, Times Internet (UK) Limited, who, five years ago, acquired US-based cricket broadcaster, Willow TV International Inc.
“Willow TV’s goal is to serve cricket fans in the U.S. and Canada with the best cricket from around the globe”, says Willow TV SVP Operations, Todd Myers. “Our continued relationship with Cricket South Africa allows us to do just that by showcasing CSA’s world class players and competitions exclusively across all of Willow TV’s platforms.”
Having partnered with the pay TV channel from 2012 to April 2020, Willow TV remains devoted to airing international cricket events including live and recorded matches and other cricket-related programming. With a footprint stretching across North America, the deal will allow South Africans living abroad to watch the Proteas’ matches live, and will introduce cricket to new viewers in these countries.
“We are thrilled about this four-year partnership with Willow TV, and excited to showcase the cream of our cricketing talent to North American cricket fans. This is an important milestone not only for Cricket South Africa but also a victory for our players, who will gain added exposure internationally,” said CSA Acting Chief Executive Officer, Kugandrie Govender.
The key commercial terms set out in the agreement include broadcasting all the Proteas international men’s and women’s cricket for the 2020/21-2023/24 seasons in full via either TV- or Digital Transmission.
“Cricket South Africa remains steadfast in our pursuit to develop, uplift and improve the game of cricket, not just for our players and domestic fans, but also for avid cricket enthusiasts all over the world. We are proud of this partnership with Willow TV, which demonstrates CSA’s commitment to furthering the game in the best interest of all our stakeholders,” concludes Govender.