Why cricket is key to Olympics' future
Tuesday, 28 July 2026
Cricket's return to the Los Angeles 2028 Olympics is expected to bring far more than just another sport to the Games. The decision reflects the Olympic movement's strategy to attract billions of new viewers, particularly from India, cricket's biggest commercial market.
Cricket, absent from the Olympics since 1900, will give the International Olympic Committee (IOC) access to a global fan base of more than 2 billion people. IOC Sports Director Pierre Ducrey said cricket would help the Games reach audiences in markets where Olympic influence has been relatively limited."Cricket will bring to the LA Games audiences that may not necessarily tune in regularly to watch the Olympic Games," Ducrey said.
The inclusion of cricket has already created strong demand for LA28 broadcast rights in the Indian subcontinent. The value of the deal could be several times higher than the estimated $30 million contract for the Paris 2024 Olympics.
The return of cricket became possible mainly because of the growth of Twenty20 (T20) cricket, a three-hour format that fits well with the Olympic schedule. ICC CEO Sanjog Gupta said T20 is cricket's most global, accessible and representative format, making it ideal for the Games.
"Cricket is global, more accessible and representative. T20 ticks all the right boxes," Gupta said.
Cricket's commercial strength has been driven by the Indian Premier League (IPL), which has become one of the world's most valuable sports competitions. The league is now valued at around $20 billion, while the 2026 season attracted 1.2 billion viewers across platforms.The sport also offers the Olympics a younger audience, with nearly 50% of cricket fans under the age of 35. Gupta said cricket could provide a major demographic boost for the Olympic movement as it looks to expand its global appeal.
Cricket is expected to continue beyond LA28, with Brisbane 2032 a potential host for the sport. India's strong push to host the 2036 Olympics could further strengthen cricket's long-term place in the Games.