Cricket's Resurgence In Olympics Bolsters Global Growth

After 128 years, Cricket is all set to make a grand comeback in the 2028 Summer Olympics in Los Angeles. Last seen at the Olympics during the 1900 Paris Games, the inclusion of cricket has generated much anticipation and excitement. 

With the International Olympic Committee's (IOC) decision, a massive new platform opens up for cricket's expansion and an opportunity to engage fans from non-traditional cricket-playing nations, impacting its global fan base and ushering in a realm of unprecedented marketing opportunities for sponsors and brands. Additionally, one hundred and forty-first IOC session returns to India after four decades adding a historic significance. 

Fostering Fan Base & Growth

Cricket's re-entry onto the Olympic stage offers an unprecedented opportunity to expand cricket's global fan base and its growth potential. 

Keith Braganza, Senior Manager in Client Servicing, TheSmallBigIdea, highlights that this inclusion will raise awareness about cricket, especially in non-traditional cricket-playing nations. "Being held in LA, USA, the introduction of the sport and the increased awareness could give rise to a huge potential for growth, since it might inspire someone watching the game for the first time to give it a try."

During the Tokyo 2020 Games, the Olympics drew in a staggering 3.05 billion unique viewers via traditional TV broadcasts and digital platforms, underlining the extensive reach of the event.

On the inclusion of Cricket in the LA 2028 Olympic Games, R. Venkatasubramanian, President - Investments at Havas Media India and MD, Havas Play cites research which says that the global Cricket viewership base exceeds 1.5 billion fans, according to the ICC Global Market Research project conducted between 2018 and 2019. These numbers have undoubtedly grown significantly, with the immense support the sport has garnered in countries like the USA, Denmark, Scotland, Ireland, Argentina, Afghanistan, and numerous other nations. 

He emphasised, "With the International Olympic Committee (IOC) having declared that Cricket will be an official medal sport at the LA 2028 Olympic Games, sports enthusiasts from all around the world eagerly anticipate a fresh and distinctive sporting experience. Furthermore, being integrated into the Olympic Charter and adhering to the motto "Citius, Altius, Fortius – Communiter," which translates to "Faster, Higher, Stronger – Together," is a source of great pride for athletes worldwide, as well as for the governing bodies, organisers, and everyone involved in the overall development of the sport."

Cricket's global fan base already stands strong, and over the years, the audience has only increased. Parishri Lakhia, Associate Vice President (Digital & Sports), Excellent Publicity, predicts that the Olympics' global platform will further intensify cricket's appeal. "Up until now, cricket has been concentrated in a few key regions, especially in the south of Asia, but post its entry in the Olympics, this will change as it will get a global platform and will be able to attract new fans from all over the world. Cricket shall thus get unprecedented exposure and growth as a sport."

Leveraging Cricket's Olympic Comeback

The resurgence of cricket to the Olympics has grasped the vision of sponsors and brands, who see it as an opportunity to embrace a grand marketing stage. Cricket's Olympic presence is expected to be a win-win for both the sport and corporate brands.

With more countries competing, Lakhia expects fan territories to emerge, facilitating the creation of brand stories based on these loyalties. She accentuated, "There are conversations on interactive play wherein brands want to create their own cricket sports experiences and offer these to people around the world, apart from that the interest of Indian brands has increased in advertising on TV & digital platforms during the upcoming Olympics as they know that the viewership will go up in the country due to it’s inclusion."

Cricket's inclusion in the 2028 Olympics presents an unparalleled opportunity for brands to align with Team India, driving global visibility, and positioning India as a market leader in sports-specific sponsorships and collaborative ventures. 

Venkatasubramanian underscores that the alignment of brands with national teams can be a powerful marketing strategy. He notes, "There are specific guidelines to adhere to when it comes to branding opportunities, and a meticulous examination of how the values embodied by respective brands align, such as Team India in this case."

He highlights that the Olympics with their global reach, offer a unique platform for brands to leverage the notion of national pride. The representation of Team India in previous editions illustrates the scale of these sporting events. Venkatasubramanian stressing upon data states, "The Olympics, attract a staggering number of nations and athletes. In the 2012 London Games, 204 nations participated, with 10,518 athletes competing across 26 sports and 39 disciplines. The 2016 Rio Games saw 207 nations, 11,238 athletes, and 28 sports with 41 disciplines. The Tokyo 2020 Games featured 206 nations, and 11,420 athletes, competing in 33 sports and 50 disciplines." He further adds, "With the addition of Cricket to the mix, it positions us closer to being global leaders in the development and promotion of sports, building on our existing prominence in disciplines such as Hockey, Boxing, Cricket, Weightlifting, Badminton, and more." 

Sponsors and brands will look to associate themselves with teams and players participating in the Olympics, further amplifying the sport's marketability. This exposure is not only limited to the cricketing elite but extends to various levels of the game, including para-cricket and women's cricket, broadening the marketing horizon.

Braganza believes that sponsors and brands will view the inclusion of cricket at the Olympics favourably, as it provides access to a broader audience. "Olympic offers great potential for brands to leverage cricket's inclusion and target new markets, which currently might not be aware of the sport and its massive impact", he stated.