A GLOBAL platform and stage has been set for the Spirit of Cricket Festivale as last week they announced a landmark streaming partnership with Willow TV.
The deal with the international cricket broadcaster will bring live coverage of the competition from Mildura to a subscription base of millions across the United States and Canada.
Managing director of the Spirit of Cricket Global, Anthony Telfer, said the agreement is a product of more than a-year-and-a-half of discussion with Willow TV who are widely acknowledged to be the world’s largest dedicated cricket streaming service.
“We’ve been working with Willow TV for probably 18 months now to engage them with the Spirit of Cricket, not just for Mildura, but as we roll out the global tournaments around the world, we’ve been looking to secure a global media partner,” he said.
Willow TV will stream matches from the Festivale’s packed two week schedule during September 17 to 30 this year.
This includes the International Masters Cricket sanctioned Over-50s competition featuring USA, Canda, New Zealand, Australia and Australia A.
That will be played in a 45 over per innings format whereas the second week sees a T20 franchise tournament with a range of different players from Australia and New Zealand offering a high intensity end to a gripping period of cricketing action.
“Having America and Canada coming to Mildura allowed us the opportunity to work a little bit closer with Willow TV and get them across the line,” Mr Telfer said.
“And when they saw the opportunity to promote the US and Canadian teams, they said we want to be a part of it, not just this first one, but as we roll out around the world.”
The broadcasting agreement is a major breakthrough for spotlighting masters cricket and boosting the profile of the Festivale.
North America is home to a plethora of cricket adoring communities who regularly tune into the Willow Sports live platform of the streaming company.
“They have 10 million subscribers behind a paywall that watch all of the cricket and Willow TV basically negotiate television rights with the ICC, the IPL, the BCCI, Cricket Australia, the ECB, South African cricket, everywhere right around the world,” Mr Telfer said.
“There’s a very strong following in Willow TV, especially in the Indian, Pakistan, Sri Lankan communities in the USA and they are all cricket fanatics.
“So, the exposure that it’s going to get us is next level.”
Coinciding with this global visibility, Mr Telfer highlighted the prospects available for local businesses to benefit from the partnership.
“There’s going to be the opportunity for local companies, local exporters, local industry associations, if they want to advertise and promote into the US and Canadian markets, there’ll be that opportunity to take up some space in the TV commercials that we’re going to be putting to air,” he said.
“We have full control over all of our content that we put out so whatever we put in there, the US and Canada markets will receive that.”
“It’s a great platform and stepping stone to put our products in front of everyone and engage with players and cricket associations in both the USA and Canada.”
Vice president of Willow TV, Sagnik Roy praised the deal.
“This is a landmark moment,” he said. “We are incredibly proud to support the growth of international Masters cricket by partnering with the Global Spirit of Cricket Festivale.
“This tournament brings skill, passion, and the values of cricket to the forefront, and we can’t wait to share it with our viewers across North America.
“It’s a perfect fit for Willow TV’s mission to deliver premier cricket content on Willow Sports.”
An elite broadcast team of former Australian test players, legendary radio voices and local cricketing figures will be covering the Festivale including Michael Kasprowicz, Peter Walsh, Mike Veletta, Les Burdett and Pat Silcox.
“We’re not just hosting a tournament,” said Mr Telfer. “We’re delivering a cultural celebration of cricket, played in the right spirit, and now beamed live around the world.
“Commercial partners looking for reach, authenticity and impact, this is your moment.”
