CREX Evolves into Fan Hub with Harmanpreet Kaur Partnership Renewal

The digital cricket platform crex has extended its collaboration with Indian women's team captain Harmanpreet Kaur for a third straight year. This renewal, which became effective on August 10, 2026, marks a transition for the app from a traditional data-driven scoreboard into a comprehensive community ecosystem for cricket enthusiasts [1].

From Statistics to Social Engagement

Rather than focusing solely on numbers, crex is integrating social networking elements to keep fans invested between matches. A pivotal shift occurred in May 2026 when Kaur introduced the platform's 'Social' feature. This update transformed the user experience by adding layers of interactivity that go beyond passive score-watching.

Key components of this new engagement model include:

• Community Interaction: The ability for users to participate in live conversations and create personalized profiles.
• Gamification: The implementation of 'AURA points,' a reward system designed to incentivize active participation within the app [3].
• Direct Access: Branded content and digital campaigns featuring Kaur to bridge the gap between professional athletes and their supporters.

Elevating Women's Cricket Visibility

A central goal of the renewed partnership is to ensure women's cricket receives a level of digital prominence comparable to major men's tournaments. CEO Purushotam Rawat noted that the consistent association with Kaur is part of a long-term strategy to provide the women's game with the recognition it deserves [2].

To achieve this, crex has scaled its technical coverage for women's matches. The platform now provides a specialized suite of tools for fans following the women's game:

Coverage Area	Enhanced Features
Live Match Data	Ball-by-ball commentary and dedicated live scoring.
Narrative Content	Player-focused insights and original editorial stories.
Marketing Reach	Integration with major platforms like JioHotstar and nationwide TV campaigns.

By leveraging Kaur's influence both in international cricket and the Women's Premier League (WPL), crex is positioning itself as the primary destination for the rapidly growing audience of women's cricket in India.