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Americans support Team USA in just about every sport. From soccer to basketball to swimming, gymnastics, figure skating and more, supporting the red, white and blue national team is always a popular pastime.

This month, well before the start of the Paris Olympics, another USA team is gaining momentum – this time in cricket, in the International Cricket Council Men’s T20 World Cup being played in the USA and the West Indies. The USA beat Canada in its opening match last week and then pulled off a surprise win over global cricket superpower Pakistan. On Wednesday, the USA will face tournament favorites India before playing its final group match against Ireland on Friday.

It says… What?

The USA, making their first-ever appearance in the T20 World Cup, need a win in either of those two matches to advance to the next round, known as the Super 8 stage. Sounds like must-see TV, right? The only problem is, you’ve probably never heard of the channel broadcasting the game. If you thought truTV was unknown when it secured the rights to March Madness, buckle up.

Cricbuzz-owned Willow, a niche cricket-focused broadcaster, owns ICC rights in the US and Canada. Willow has said the channel is available in more than 70 million homes, but usually only as part of premium sports packages or South Asian packages and sometimes only with a separate monthly subscription fee of at least $10 or more. Willow’s Chief Operating Officer Todd Myers says Front Office Sports The service is currently available in four million households.

Expand your reach

To address this issue, Willow has negotiated a deal with several of its partner providers to offer a free viewing experience of the U.S.-India match. Subscribers to Fubo TV, DirecTV and Optimum will be able to watch the match without having to purchase a subscription or premium package, bringing Willow’s reach to 15 million households for Wednesday’s match.

Willow ran a similar promotion during the first week of the T20 World Cup. However, the two biggest providers in the US, Charter and Comcast, are not involved. “We contacted a number of our other partners and some of them really wanted to get involved but just couldn’t afford it for operational reasons,” says Myers. “To be completely frank, this is a last-minute request from us.” He says this will likely be the last free preview of the tournament, even if the US advances.

Willow is owned by the Times Group, an Indian media conglomerate with several English-language media outlets. One of the company’s directors, Satyan Gajwani, is an investor in Major League Cricket, which is playing its second season this month and has signed a five-year media rights deal with Willow.

A new border

After the USA played its first two matches of the T20 World Cup in Texas, Wednesday’s match will be played in New York, where 34,000 fans watched India’s victory over Pakistan on Sunday. On Monday, USA Cricket released an additional batch of tickets for the India match – and they sold out quickly. Tickets cost $350 each.

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