By Bilal Ahmed
Cricket is set to return to the Olympic Games in Los Angeles in 2028, a move that Olympic leaders believe could provide access to the Indian market. This inclusion is seen as a strategic step to engage billions of new viewers, particularly from India, which is considered a central market for the Games’ future.
The sport, which has been absent from the Olympics since 1900, is expected to offer the International Olympic Committee (IOC) direct access to a fanbase exceeding two billion people. This includes the commercial potential of the Indian market, which the IOC aims to tap into for broader and younger audiences.
Broadcasting Rights and Commercial Interest
The upcoming return of cricket to the Olympics has already generated significant interest in broadcasting rights. The IOC has confirmed strong demand for the Indian subcontinent’s broadcasting rights for the 2028 Games. This interest suggests that the value of these rights could be a multiple of the Paris 2024 Games contract, which was estimated to be around $30 million.
Discussions are ongoing with several key players in the region regarding media rights for the LA28 Olympic Games in the Indian subcontinent. An IOC spokesperson noted that the strong market interest reflects both the momentum behind the LA28 Olympic Games and the addition of cricket to the sports programme.
Existing relationships in the region’s media market include JioStar, an Indian broadcaster formed from the merger of Reliance Industries and Walt Disney’s Indian media assets in 2024. JioStar previously held rights for the Paris 2024 Games and the Milano Cortina 2026 Winter Games, and also broadcasts the Indian Premier League, the country’s premier cricket league.
The Rise of Twenty20 Cricket
Cricket’s re-entry into the Olympic conversation began after the IOC recognised the International Cricket Council in 2010. However, the traditional five-day Test matches and eight-hour One-Day Internationals were deemed impractical for the Games. The crucial development came with the growth of Twenty20 (T20), a three-hour format.
The popularity of T20 coincided with IOC reforms in 2014, which allowed host cities to propose additional sports. This paved the way for Los Angeles to propose cricket’s return in 2028. Sanjog Gupta, Chief Executive of the International Cricket Council (ICC), highlighted that T20’s brevity, high volatility, and international reach make it suitable for the Olympics.
Gupta stated that T20 maximises the unpredictability inherent in live sports. Unlike Test matches, which are limited to the ICC’s 12 full members, T20 is considered cricket’s global format, offering expanded avenues for participation and greater accessibility. He described T20 as “global, more accessible and representative,” ticking “all the right boxes.”
Long-Term Olympic Vision
The journey for cricket’s inclusion in the Olympics for LA28 marks the culmination of a 21-year process, beginning with provisional recognition by the IOC in 2007. IOC Sports Director Pierre Ducrey noted that the alignment of interests between the International Cricket Council and the Olympic movement took time to develop.
Cricket’s commercial growth has been significantly driven by the Indian Premier League, which has attracted leading players globally and become one of the most valuable sports competitions worldwide. The 10-team IPL is valued at approximately $20 billion, with its 2026 season attracting 1.2 billion viewers across various platforms.
Cricket is anticipated to remain part of the Games beyond 2028. The 2032 Games are scheduled to be held in Brisbane, Australia, a country with a strong cricketing heritage. Furthermore, India is actively advocating for Ahmedabad to host the Games in 2036. According to ICC chief executive Gupta, nearly 50 per cent of cricket followers are under 35, and 35 per cent are under 27, positioning the sport as “future-ready” and offering a significant “demographic dividend” for the Olympic movement.
Ducrey also emphasised that cricket could attract audiences to the LA Games who might not regularly watch the Olympics, describing it as a “win-win compromise.” The Olympic movement aims to leverage cricket’s status as the fastest-growing large-scale team sport globally to enhance its relevance in various markets. The LA28 Games will feature a modest tournament with six teams competing in both men’s and women’s competitions.
Source: dawn.com
