The International Olympic Committee (IOC) is launching an open tender for international broadcasting rights for upcoming Games while closely monitoring the prospect of a potential 2036 Olympic host in India—a country where cricket reigns as the most popular sport. The move aims to secure future regional sponsorship deals, strengthening its global financial position.
Few nations handle large-scale global sports events as adeptly as the United States. With the next Summer Olympics set to take place in Los Angeles—a city synonymous with entertainment—expectations are sky-high. Television executives face intense pressure to deliver polished, record-breaking, and profitable coverage.
Finding the next viewership hit amid the Olympics’ packed schedule is no easy feat, but producers may have struck gold with cricket. The sport will return to the Olympic program in Los Angeles after a century-long absence, and it boasts its largest and most passionate fanbase in India—a nation actively pursuing a bid to host the 2036 Summer Olympics.
This alignment carries strategic weight: Cricket’s Olympic comeback could fuel viewership surges, particularly in India, while India’s 2036 bid adds momentum to the sport’s potential as an Olympic draw. For the IOC, integrating cricket—one of the world’s most popular sports—aligns with efforts to expand the Games’ global appeal, especially in high-growth markets like India.
As Los Angeles 2028 nears, cricket’s return is already generating buzz, with broadcasters eyeing it as a key driver for engagement. Meanwhile, the IOC’s focus on India’s 2036 aspirations, paired with cricket’s popularity there, underscores a mutually reinforcing dynamic: the sport could boost the Olympics’ reach in India, just as India’s bid ambitions might elevate cricket’s standing within the Olympic movement.
