Cricket’s biggest opportunity in more than a century

As the commonwealth games in Glasgow came to end over the weekend, it got me thinking about LA28, when cricket returns to the Olympic Games at Los Angeles 2028, it will be the sport’s first Olympic appearance since 1900. But Olympic inclusion alone will not create millions of new fans. It simply provides a global stage. Converting that opportunity into long-term growth will require the olympic association, International Cricket Council (ICC), national boards and commercial partners to think less like sports administrators and more like technology and entertainment businesses.

The foundations are already there. Cricket reaches an estimated 2.5 billion fans globally, while the ICC’s recent tournaments demonstrate both the scale and momentum of the game. The 2024 ICC Men’s T20 World Cup attracted 190,000 spectators across the United States, including 165,000 in New York. The India-Pakistan match drew 34,028 fans, the largest crowd ever for an international cricket match in the USA, proving there is significant appetite for cricket when the right product is brought to the right market. Digital engagement was equally impressive, with 2.7 million US users visiting ICC digital platforms—a 370% increase on 2022—with more than half being first-time users.

Momentum has continued in the women’s game. The 2026 ICC Women’s T20 World Cup became the highest-attended Women’s T20 World Cup in history, attracting more than 125,000 spectators during the tournament, including a record-breaking opening weekend with 44,844 fans and multiple new attendance records for group-stage matches. The event also delivered record broadcast audiences and digital engagement, reinforcing that cricket’s growth extends well beyond the men’s game.

The opportunity is no longer about introducing cricket to the world. It is about turning Olympic curiosity into lifelong fandom.

Don’t market cricket. Market experiences

The 2024 ICC Men’s T20 World Cup showed that America can fill cricket stadiums. However, most spectators were already familiar with the sport. LA 2028 must reach beyond traditional cricket audiences.

Most Americans will not become fans because they understand cricket’s laws or scoring system. They will engage because the experience is exciting, social and easy to consume.

That means simplifying storytelling, creating recognisable athlete personalities and packaging cricket around moments rather than traditions. Olympic audiences consume sport through highlights, creators, social media and behind-the-scenes content. Cricket must meet fans where they already spend their time.

Build digital-first fans

One of the ICC’s smartest initiatives during the Men’s T20 World Cup was partnering with Jomboy Media, introducing cricket through creators already trusted by baseball audiences. Rather than expecting Americans to discover cricket, cricket entered an existing sporting conversation.

This approach should be expanded.

Gaming platforms such as Roblox provide an opportunity to engage millions of young fans before they ever buy a ticket. During the 2024 World Cup, ICC’s Roblox activation generated more than 10 million interactions, reaching audiences in emerging markets such as Brazil as well as the United States.

The next evolution is connecting virtual and physical experiences. Imagine earning exclusive Olympic content, digital collectibles or ticket rewards through gameplay. The objective is not simply engagement—it is creating a continuous fan journey.

Technology can also redefine how cricket is experienced. Immersive experiences through Apple Vision Pro, mixed reality and smartphones could allow fans to stand behind a bowler’s run-up or experience the atmosphere of an India-Pakistan match from the middle of the crowd.

Just as importantly, every digital activation should generate meaningful insight. Sports organisations outside the traditional mainstream have shown how rich fan data can shape marketing, sponsorship and brand positioning. Cricket must become equally data-driven, measuring fan acquisition, engagement and retention—not just television ratings.

Follow the money

One of the strongest endorsements of cricket’s commercial potential is coming from outside the sport itself.

In 2025, a consortium of Silicon Valley technology leaders led by Nikesh Arora acquired a 49% stake in London Spirit in The Hundred, valuing the franchise at approximately £295 million. Their investment reflects confidence that cricket has the potential to become a truly global entertainment product, powered by technology, AI, digital engagement and rich fan data.

For cricket’s administrators, this represents an exciting opportunity. By combining the sport’s rich heritage with innovative digital experiences, data-driven decision making and new commercial models, the ICC and its partners can accelerate the growth of cricket in markets such as the United States and ensure the Olympic platform creates a lasting legacy rather than a short-term spike in interest.

America has momentum—but not yet a movement

The success of the 2024 ICC Men’s T20 World Cup has not been a one-off.

Major League Cricket has continued to grow, recording 53% growth in ticket sales for its 2025 season, with 84% of spectators attending their first MLC match. Investment in domestic cricket infrastructure has increased, while participation, streaming audiences and commercial interest continue to rise. Yet cricket remains far from mainstream in the United States, meaning sustained investment in grassroots participation, creators, gaming and year-round engagement will be critical to converting Olympic exposure into long-term fandom.

LA 2028 should be viewed not as a two-week tournament but as the launchpad for cricket’s next generation of global fans. Success should be measured not only by ticket sales and broadcast audiences, but by the number of new people who continue to play, watch and engage with cricket long after the Olympic flame has gone out. If the ICC and the Olympic association can combine world-class cricket with world-class digital experiences, LA 2028 could become the most significant growth moment in the sport’s modern history.