We’re partnering with Star Sports to localize cricket content across languages

We’re working with Star Sports, the sports division of India’s largest media company - Jiostar, to make sports content more accessible. Cricket, India’s most-followed sport, continues to grow in popularity, with the 2023 World Cup becoming the most-watched Cricket World Cup ever in the country. The Disney Star Network alone recorded 422 billion viewing minutes, with the final reaching 59 million peak concurrent viewers.

Our AI tools are localizing pre- and post-match commentary from cricket stars into Indian  languages like Hindi and Tamil, bringing fans closer to the action by sharing cricket’s biggest moments in the language they use every day.

Our goal is to break language barriers in cricket by using AI to regionalize content. Cricket is a unifying force in India, where fans admire players from around the world. Translating spoken content into regional languages helps fans connect with their favorite players and makes commentary accessible to more people. We plan to expand this effort with upcoming events like the Champions Trophy and IPL in 2025.

We’re also working to enable near real-time translation of live commentary into as many Indian regional languages as possible. This effort starts with English and will grow to include other languages, giving fans access to cricket in the language they use every day.

Here are a few examples of the work from the past:

With the IPL  approaching, we’re deepening our partnership by introducing new languages and tools to help more fans experience cricket in ways that feel natural and personal, making the game accessible to audiences across the country.