Under the partnership, the two organisations will combine Khel Now’s digital sports presence in India with Cricketaaa’s network spanning 38 international cricket associations and Test-playing nations. Together, they will work towards developing and distributing up to 1,000 hours of original cricket content, bringing stories from across the cricketing world to audiences in India and other international markets.
The initiative comes amid deepening India-UAE ties across trade, investment, technology, culture and sport, with cricket serving as a significant link between the two countries. As the UAE emerges as a major international cricket hub and India remains one of the world’s largest cricket markets, the partnership seeks to strengthen connections between Indian and global cricket audiences in the run-up to the 2027 ODI World Cup.
Khel Now is owned by Uday Narang, Chairman of the Anglian Omega Group, Omega Seiki Mobility and OBSC Perfection.
Ashish Negi, CEO and Co-founder of Khel Now, said the partnership would help connect audiences, players and cricket communities across international markets.
“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. Our partnership with Cricketaaa combines Khel Now’s understanding of Indian sports audiences with an international cricket network spanning multiple cricket-playing nations. As we look towards the 2027 ODI World Cup, our focus is on taking compelling cricket stories beyond traditional boundaries and creating formats that engage audiences across geographies,” Negi said.
Zainul Islam, Global Alliance Head at Cricketaaa, highlighted the growing relationship between India and the UAE and the role cricket can play in connecting people and markets.
“India and the UAE share a strong and growing relationship, and cricket has an important role to play in bringing people and markets closer together. Our collaboration with Khel Now will allow us to develop and distribute original cricket content 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,” Islam said.
The partnership will also explore emerging ways of consuming cricket content as audiences increasingly engage with the sport through short-form videos, original programming, player-led storytelling and behind-the-scenes coverage. The two organisations plan to explore formats tailored to diverse audiences and digital platforms across India and international markets.
The collaboration is also expected to create opportunities for brands and cricket stakeholders around major events and cricket-related narratives, as the demand for varied digital sports content continues to evolve.
With the Men’s ODI World Cup 2027 approaching, the partnership aims to extend cricket storytelling beyond traditional boundaries, using the combined reach of the two organisations to bring players, teams, tournaments and cricket communities from across the world to new audiences.
About Khel Now
Khel Now is a digital sports media platform covering football, cricket and other major sporting disciplines. It delivers sports news, analysis, interviews, features and original digital content to audiences across India and international markets.
About Cricketaaa
Cricketaaa is a UAE-based cricket content creation and distribution network focused on developing and distributing cricket content across international markets. Its network spans 38 international cricket associations and Test-playing nations, supporting content opportunities across multiple cricket markets.
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