The only U.S. television network devoted exclusively to the sport of cricket is getting a new owner with deep pockets and a desire to hit sixes here in the states.

The buyer has promised to help expand the sport in the U.S.—like educating the American audience on a six, which is akin to a home run in baseball.

Willow TV, a Mountain View, Calif.-based cable channel that carries cricket tournaments primarily from South Asia, is being acquired by the Times Group, the India-based media company whose holdings include the Times of India newspaper and several television networks such as news outlet Times Now and Zoom, a Bollywood-themed channel.

While terms of the deal weren't disclosed, Satyan Gajwani, chief executive of Times of India Group’s Internet unit, said the company has committed $100 million for the purchase of Willow and future investments in rights, acquisitions and marketing to grow cricket in the U.S.

Cricket, Mr. Gajwani said, has the potential to become a major sport in the U.S. beyond its popularity with South Asian audiences where it is “the only sport that matters.”

There has been a push in recent years to build a following for cricket in the U.S. Walt Disney Co.’s ESPN has aired cricket live on its ESPN2 channel and last year it sold the Cricket World Cup directly to consumers via pay-per-view at a price of $100. ESPN President John Skipper said 100,000 subscriptions to the tournament were sold.

Among other U.S. media giants, 21st Century Fox has focused its cricket interest on India itself. Its Star India unit has become a major player in coverage of the sport.

Willow currently is in about 5 million homes. It is carried on specialty tiers by most of the major pay-TV distributors. It also has a streaming service that costs $14.99 a month.

Next week, Willow will telecast and stream exclusively the International Cricket Council’s Twenty20 (T20) tournament, which is a relatively new version of the game that lasts a few hours, much faster than the traditional cricket match, which runs over several days.

Willow founder Vijay Srinivasan, who will remain with the channel after the sale, said there is increased focus from the ICC on the U.S. with an eye on holding an event here in 2024. Mr. Srinivasan thinks ultimately cricket can be on par with golf and tennis here.

Write to Joe Flint at joe.flint@wsj.com