Oct 17, 2023
Cricket Hits the Olympic Stage!
The incredible journey to include cricket in the 2028 Summer Olympics in Los Angeles is a story of smart planning and teamwork between the International Cricket Council (ICC), the International Olympic Council (IOC), and the Local Organising Committee of LA28.
A key player in this tale was the Board of Control for Cricket in India (BCCI), whose strong support and the subsequent surge in broadcaster interest played a pivotal role.
The ICC’s pitch to the IOC and LOC of LA28 was based on three main ideas: Universality, Popularity, and Legacy (U-P-L).
Universality: This idea emphasized cricket’s wide appeal and the significant contribution it could make to the Olympic movement. With India’s massive population and its booming TV and digital market, South Asia, particularly India, emerged as a significant source of revenue for both the IOC and LOC.
Popularity: Here, the focus was on cricket being the world’s second most popular sport, with enormous commercial appeal. The prospect of top cricketing talents participating in the Games, combined with the entertainment factor of T20 cricket, further boosted its appeal.
Former Olympic champion shooter and LA28 sports director Nicolo Campriani highlighted Virat Kohli’s massive social media following, showcasing cricket’s global reach.
Legacy and Role of Two Corporates: Creating a lasting impact in a growing market like the United States was a challenge that required careful planning. The upcoming T20 World Cup in the U.S. will serve as a litmus test. The crucial presentation in Los Angeles last December featured key figures including ICC chairman Greg Barclay, CEO Geoff Allardice, and former Pepsico head Indra Nooyi, among others. Paraag Marathe’s understanding of the South Asian diaspora in the U.S. played a crucial role.
This triumphant journey not only brings cricket to the global stage but also leaves a legacy that could reshape the cricketing landscape in the United States. With the 2028 Olympics on the horizon, the cricket community eagerly awaits this historic event, poised to witness a new era in the sport’s illustrious history. Get ready for an Olympic cricketing spectacle like never before!
