From bricks to bats Danube plays a new innings in cricket media

MUMBAI: Cricket may be played on grass, but Danube Group is taking it straight to the screen. The UAE-based conglomerate has stepped into an entirely new arena with the launch of Mr Cricket UAE Media Group, the country’s first digital media platform devoted exclusively to the sport that binds millions across borders.

Led by vice chairman Anis Sajan, popularly known in the region as Mr Cricket UAE, the move marks a decisive shift for Danube, whose business interests span real estate, retail, building materials and hospitality. This foray into digital sports media signals a broader ambition to tap into high-growth, culture-led sectors where audiences are driven by passion as much as consumption.

The launch in Dubai drew an unmistakably star-studded crowd, with cricketing names such as Dinesh Karthik, Eoin Morgan, JP Duminy, Angelo Mathews, Moeen Ali, Adil Rashid, Farhat Zaman and Khurram Khan in attendance, underlining both the platform’s intent and its early credibility within the global cricket fraternity.

Positioned as the UAE’s first cricket-focused digital media house, Mr Cricket UAE Media Group aims to reflect the country’s rising influence in the global sports economy. Headquartered in Dubai, the platform will deliver live and real-time cricket coverage, exclusive interviews with international players, premium studio shows, social-first short-form content and documentary-style storytelling rooted in cricket culture. Behind-the-scenes access across leagues and formats is also set to be a key pillar of its offering.

Speaking at the launch, Anis Sajan described the venture as both a professional milestone and a deeply personal one. He said the platform represents the culmination of a 45-year relationship with the game, shaped by fandom rather than financial intent. As the UAE cements its status as a global hub for cricket, he added, the platform aims to influence not just where the sport is played, but how it is experienced and consumed worldwide.

The timing is telling. The UAE already hosts major tournaments including the T20 World Cup, Asia Cup, ILT20 and T10 leagues, alongside a packed calendar of international fixtures. Mr Cricket UAE Media Group adds a new layer to this ecosystem, shifting the spotlight from hosting matches to shaping narratives, conversations and fandom around them.

While cricket sits firmly at the centre of its initial roadmap, the platform has its eye on expansion. Future phases will broaden coverage to other major sports, with the long-term goal of evolving into a multi-sport digital media destination that blends technology, entertainment and culture.

For Danube Group, the launch marks the beginning of a new vertical and a clear statement of intent. As it diversifies beyond physical industries into digital storytelling, the company is betting on sport’s unmatched ability to unite communities, cross cultures and command attention. Or as Sajan put it more simply, cricket remains his love, not his trade, and this new innings is being played straight from the heart.