Every few years, with the return of the Olympic Games, we are reminded of the unifying power of sports. The Olympics don’t just bring athletes together on one competitive platform—they bring nations, stories, and dreams onto a common stage. It’s where boundaries blur, where first-time viewers become lifelong fans, and where even the quietest sports find a global voice. From javelin to taekwondo, the Olympics have the rare power to turn moments into movements and players into icons. But for brands, the Games offer something even more unique: a golden ticket to global visibility. In a matter of weeks, the Olympics spark conversations across continents, dominates screens and feeds, and shapes how audiences see not just sports, but the world around them. Marketing here isn’t just about logos and slogans; it’s about storytelling at scale, about showing up in the right moment, with the right emotion, and the right message.
And now, as cricket prepares to make its long-awaited debut at the 2028 Los Angeles Olympics, the playing field gets even more exciting. A sport rooted in deep emotion, loyalty, and rich traditions is about to enter an entirely new kind of spotlight—one that amplifies reach, relevance, and resonance. For marketers, this is a rare window to think beyond the usual playbook. The Olympic format brings new storytelling possibilities, cross-category collaborations, and a chance to position cricket not just as a sport but as a cultural connector. With the world's eyes on a multi-sport stage, the challenge now is to make cricket stand out, and more importantly, make brands matter within that narrative.
But, the question is: how will brands catch this wave? Will they be a part of the story, or just be a part of the audience?
To answer this, let’s analyse what makes cricket’s entry so powerful. Is it just the emotion attached to it, or also the sheer volume of viewers it brings with it? According to ICC data, the 2023 Men’s Cricket World Cup drew over 1.25 million fans to stadiums and generated more than 1 trillion global live viewing minutes—a 38% jump from previous editions. In India alone, 518 million viewers tuned in to watch matches live on television, and digital viewership peaked at 59 million concurrent viewers during the final. These aren’t just numbers; they’re signals of cultural dominance. Bhairav Shanth, Co-founder, ITW Universe, puts it into perspective, saying, “An inclusion of cricket means instantly a large chunk of the 800 million or so cricket fans might tune in, effectively doubling (or even tripling) the size of the audience for Olympic events.”
The cumulative effect is massive. When more fans tune in for cricket, more fans stay for the rest of the Olympic programming. Mr. Shanth explains, “While there will be overlap in audiences, the effect cricket might have is creating a spillover audience who checks out other Olympics action as well, and that could drive up the rates across the board.” The 2024 Paris Olympics saw around 170 million viewers in India. With cricket now part of the mix, that number could easily double.
Saurabh Parmar, Fractional CMO, Retell AI, believes the impact goes far beyond numbers. “As an Indian, I’m glad cricket is part of the Olympics—not just because it gives us a better chance at another gold, but also because of the spillover effect. More Indians and other South Asians will end up watching the Olympics, which means more will watch other sports and other athletes.” He adds, “That increased attention can create a cascading effect. When previously overlooked sports like wrestling, boxing, or track and field start trending on digital platforms because of shared Olympic interest, the public perception changes. The more attention these sports get means more budget allocation, more sponsors stepping up, and in turn, better infrastructure and recognition for our athletes. It’s not just about ads—it’s about inspiring an entire ecosystem shift in how India views and invests in sport.”
From a marketing standpoint, this expanded interest comes with serious commercial muscle. Kushal Bhuva, Associate Vice President – Founders Office at Influencer Marketing and Video, White Rivers Media, puts it into perspective: “With cricket joining the Olympics, marketers will see the Games become a top-tier advertising platform alongside ICC tournaments and the IPL.” But he believes this isn’t just an upgrade—it’s a transformation. “For decades, the Olympics felt somewhat distant to Indian advertisers, especially compared to the frenzy of IPL. But with cricket now entering that arena, the Olympics suddenly feel personal. They're no longer just a global event; they’ve become culturally relevant. That relevance will drive participation from brands that may have never considered the Olympics before.” For Indian brands, this means they don’t need to choose between local engagement and global reach. Olympic cricket becomes a unique bridge between regional loyalty and international recognition.
The opportunity goes beyond scale. Cricket ads during the IPL or ICC events often follow a familiar, formulaic tone. But within the Olympic platform, brands can reposition themselves—not just as sponsors of entertainment, but as supporters of aspiration and global pride. While the IPL brings mass, the Olympics bring prestige. The aura of the Games can elevate brand image, especially for mid-tier or homegrown companies looking to appear more refined or globally relevant.
Digitally too, the momentum is undeniable. The 2023 World Cup recorded over 16.9 billion video views across ICC platforms—a staggering 158% increase from the 2022 T20 World Cup. Short-form content, athlete reels, real-time Olympic highlights, and multilingual storytelling could become the new norm. “This expanded audience base will make Olympic ad slots far more attractive than in previous editions,” notes A. Aziz Khan, Co-founder & CRO, RVCJ Media, highlighting how digital will play a central role in both campaign amplification and fan engagement.
But to ride that wave effectively, marketers must reimagine their digital strategies—not just in scale, but in substance. With cricket entering the Olympic fold, digital ad spends are expected to soar, especially in cricket-strong markets like India. Mr. Khan explains, “Sony Pictures Network paid just $12 million for the rights to broadcast the Tokyo 2020 Olympics in India. By 2028, this figure is expected to rise tenfold, reaching approximately $120 million.” That jump signals more than just cost—it signals value, attention, and demand. As streaming platforms become the primary viewing destination, especially for younger audiences, brands will increasingly lean on interactive formats, real-time content drops, and creator-led campaigns to stand out. The Olympics—with cricket now a part of its DNA—won’t just be televised. They’ll be shared, swiped, and stitched into feeds across the globe.
In short, while Olympic cricket may not yet match the commercial intensity of established leagues, it represents a new and valuable marketing opportunity—especially for the brands looking to think bigger, feel different, and show up on a global map with relevance and pride. The debut of cricket at the 2028 Olympics isn’t just another box ticked for fans of the game. It’s a moment for marketers to realign their vision—beyond logos, beyond boundaries, and into stories that live far longer than the 20 overs they’re told in. As Mr. Shanth sums it up, Olympic cricket will offer “its own unique appeal and value—especially for brands that want to position themselves in a more premium, global, or multi-sport context.” The difference? You get global visibility with local relevance and a chance to break out of the usual advertising mold with storytelling that lasts longer.
