Times Internet has acquired media rights to bilateral cricket matches played in India in key international markets such as North America, the Middle East, and Southeast Asia.

The company has reached an agreement with Pitch, a sports marketing agency based in the United Kingdom, for the BCCI rights, which were initially sub-contracted by global media rights winner Viacom18 Media Private Limited, a Reliance Industries subsidiary.

“Times Internet has expanded its leading cricket distribution positions in North America, the Middle East, and Southeast Asia regions, by acquiring the exclusive rights to broadcast India’s home bilateral series from September 2023 through March 2028,” Times Internet said.

According to Mint, this will allow Times Internet to distribute 88 bilateral cricket matches between India and other countries via Willow TV and Cricbuzz over the next five years.

Viacom18 will continue to exclusively telecast and stream the matches in India after acquiring the rights for five years for a total of 5,963 crore.

“We are proud to partner with, as well as the BCCI again. Willow TV has a longstanding position as the home of cricket in the US. With our foray into the Middle East, I’m confident that Cricbuzz and The Times of India Group will be able to bring a best-in-class consumer viewing experience to more cricket fans around the world,” Satyan Gajwani, vice chairman of Times Internet said.

Willow distributes more than ten other boards and tournaments in addition to the BCCI rights, making Willow the leading cricket destination in North America.

Times Internet has the rights to distribute the IPL in the Middle East, in addition to the BCCI rights. Times had previously partnered with Noon, Etisalat, and Cricbuzz to distribute the IPL in 2023, and the company will look to expand its distribution partnerships in the Middle East region, according to the statement.

This will be Cricbuzz’s first rights package in the Southeast market, and the rights will be distributed on its platforms as well as other distribution partnerships, it added.