Khel Now and Cricketaaa Partner to Expand Global Cricket Reach
Khel Now and Cricketaaa join forces to deliver 1,000 hours of original cricket content globally ahead of the 2027 ODI World Cup.
In a major move ahead of the 2027 ODI World Cup, India’s leading digital sports platform, Khel Now, and the UAE-based cricket content network, Cricketaaa, have announced a strategic partnership. This collaboration aims to bridge the gap between Indian and international cricket audiences by delivering high-quality storytelling across the globe.
A Massive Content Push for Cricket Fans
The partnership leverages Khel Now’s massive digital presence in India and Cricketaaa’s extensive network, which spans 38 international cricket associations and Test-playing nations. The two entities plan to produce and distribute up to 1,000 hours of original cricket content. This content will provide deep dives into players, teams, and tournaments from every corner of the cricketing world.
As the sports consumption landscape shifts toward short-form video and behind-the-scenes narratives, this collaboration is designed to meet the evolving demands of digital-first fans. By focusing on player-led storytelling and original programming, the initiative seeks to take cricket narratives beyond traditional boundaries.
Strengthening India-UAE Sporting Ties
This alliance highlights the deepening relationship between India and the UAE across sectors like technology, trade, and culture. With the UAE establishing itself as a premier international cricket hub and India serving as the world's largest cricket market, the partnership is set to create significant opportunities for brands and stakeholders in the sports ecosystem.
Ashish Negi, CEO and Co-founder of Khel Now, highlighted the significance of the move, stating: "Cricket has become a truly global sport, and the India-UAE relationship presents a significant opportunity to connect audiences, players and cricket communities across markets." He added that as the 2027 ODI World Cup approaches, the focus remains on creating engaging formats for diverse geographies.
Zainul Islam, Global Alliance Head at Cricketaaa, echoed this sentiment, noting that the collaboration will allow for content distribution at scale. "With access to a network spanning 38 international cricket associations and Test-playing nations, we see an opportunity to give greater visibility to players, teams, tournaments and cricket communities from across the world," he said.
The Road to 2027
As the cricket world prepares for the Men’s ODI World Cup 2027, this partnership ensures that fans will have unprecedented access to original, diverse, and engaging cricket content. By blending Khel Now's deep understanding of the Indian market with Cricketaaa's global distribution network, the collaboration is poised to redefine how cricket is consumed internationally.