Dream Sports, the parent company of fantasy sports major Dream11, will invest $50 million in cricket destination Cricbuzz and North American cricket broadcaster Willow TV for a minority stake as part of its efforts to enhance fan engagement, including commerce-related experiences.

The companies intend to work together on offering real-time analytics and statistics, engagement and commerce integrations, as well as AI-powered predictions and personalization within the product, Dream Sports and Times Internet announced in a combined statement on May 14. Cricbuzz and Willow TV are owned by Times Internet.

"Dream Sports’ mission is to ‘Make Sports Better’ for Indian sports fans. Cricbuzz and Dream11 have worked together for over a decade, and with this investment, all cricket fans can expect much more fan engagement, interactive streams, and integrated commerce experiences that will bring them closer to the action and to each other," says Dream Sports co-founder Harsh Jain.

Dream Sports includes brands like the sports content and commerce platform FanCode, the sports experiences platform DreamSetGo, the mobile game development unit Dream Game Studios, and the sports-focused virtual trading platform Sixer, in addition to Dream11. The firm boasts 250 million users.

Willow TV possesses the broadcasting rights for International Cricket Council (ICC) events in the United States and Canada until the conclusion of 2027. The pact, finalized in March 2023, encompasses 14 global tournaments, featuring the men’s, women’s, and Under-19 World Cups.

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"We’re excited to work with Dream Sports to reimagine and develop new ways to collaboratively create new experiences for cricket fans,” says Satyan Gajwani, vice chairman, Times Internet.