In June, legendary rivals India and Pakistan played on Long Island, N.Y., in front of 34,000 fans as cricket took center stage in America with the ICC Men’s T20 World Cup and the second successful season of Major League Cricket (MLC). These milestones have spotlighted the sport's potential in the U.S., revealing both progress and untapped opportunities. As cricket looks ahead to its debut at the LA28 Summer Olympics, administrators, broadcasters, and sponsors have a unique chance to amplify its presence in a market that has historically been elusive for the game. The time is now!
Cricket is the world’s second-most popular sport, with an estimated 2.5 billion fans. It is most popular in South Asia, the U.K., Australia, South Africa and the Caribbean. Approximately five million hardcore cricket fans live in the U.S., and reports suggest 30 million people across the U.S. have identified themselves as casual fans or shown interest in cricket.
Progress and lessons from the T20 World Cup
Last summer’s ICC Men’s T20 World Cup was a significant moment for cricket in the U.S. The tournament brought the sport to Dallas, Florida and New York, showcasing thrilling contests and cultural celebrations. Fans witnessed sold-out matches featuring India and the U.S., and the ICC organized watch parties at Citi Field and World Trade Center in lower Manhattan to connect with fans. However, the World Cup also taught a few lessons. Ticketing strategies, long-term ROI on the modular stadium and 10:30 a.m. ET start times likely alienated existing fans and missed the opportunity to attract new fans.
Major League Cricket’s blueprint for growth
MLC has emerged as a
- L.A. Knight Riders
- MI New York
- San Francisco Unicorns
- Seattle Orcas
- Texas Super Kings
- Washington Freedom
While the teams are intrinsically tied to these cities, the first two seasons were played exclusively in Grand Prairie, Texas, and
By blending international stars with standout domestic talent, including U.S. national team heroes and American-born players such as Aaron Jones, Steven Taylor and Jasdeep Singh, MLC offers a competitive, exciting product. This diverse mix resonates with a growing fan base that includes both traditional cricket enthusiasts and local American sports fans.
The league’s success is built on a solid foundation of visionary leadership and significant financial backing. High-profile investors include tech titans like Satya Nadella (Microsoft) and
Corporate sponsorship with global brands like Cognizant, Accenture, Commvault,
These partnerships are more than just financial lifelines; they serve as endorsements of cricket's marketability in the U.S. They provide the resources necessary to enhance the league’s infrastructure, elevate the fan experience and attract top-tier international and domestic talent. Moreover, aligning with globally recognized brands helps legitimize cricket as a viable sport in the hyper-competitive American market, where sports like pro and college football, basketball and baseball dominate.
To progress further, these partnerships must prove
LA28: a golden opportunity
Cricket’s return to the Olympics after 128 years is more than a nostalgic moment; it’s a chance to redefine the sport. L.A. offers an iconic stage, with its diverse population and media influence. To fully capitalize on this opportunity, organizers must deliver unforgettable in-venue experiences that leave a lasting impact, ensure matches are strategically scheduled during U.S. prime time to capture maximum viewership, and prepare playing surfaces that challenge players’ skills while fostering intense competition among teams. Instead of celebrating “a billion viewers in India,” the real success story for LA28 should be, “Cricket wins 100 million new fans in the U.S.,” marking a
Path forward
Despite its current niche identity, cricket in America has never been in a stronger position. Administrators have demonstrated the ability to organize high-profile events, and sponsors invested. The inclusion of cricket in LA28 presents a more than $500 million market opportunity when considering:
Fan Engagement: Target the 30 million cricket fans in the U.S., with growth potential to reach 60 million through education and awareness campaigns.
Sponsorship Revenue: With the potential to reach new fans globally, the Olympic committee could create sponsorship opportunities exceeding $100 million in new sponsorship deals.
Tourism and Merchandise: Boost revenue streams from ticket sales, fan experiences and merchandise tied to Olympic cricket matches.
Broadcast Rights: Tap into a growing appetite for diverse sports content, securing lucrative TV and digital streaming partnerships, if agreements with current broadcasters permit.
Here’s a four-point plan for the next three years:
- NBC, ICC and the LA28 Organizing Committee should host a biannual Cricket Olympic Sponsors forum to align sponsorships.
- USOPC, ICC and USAC should host an annual tri-nation tournament in the USA with top-ranked teams for strategic growth, and co-develop comprehensive grassroots programs.
- ICC and LA28 Organizing Committee should roll out LA28 Fan Zones at the 2025 World Test Championship in Europe, 2026 T20 World Cup in Asia, 2027 Cricket World Cup in Africa.
- NBC should launch a comprehensive digital content strategy — tracking the path from the first international cricket match between the U.S. and Canada in New York in 1844 to the L.A. Olympics in 2028.
Cricket’s journey to mainstream acceptance in the U.S. is challenging, but the foundations are in place. With the right mix of innovation, collaboration and cultural sensitivity, cricket can turn its Olympic moment into a lasting legacy. Cricket in America is no longer an experiment — it’s a movement with immense potential. The time to act is now!
Prasad Malmandi is a U.S. cricket media expert, having helped manage ESPN’s cricket strategy, digital rights acquisition, sales and marketing for 17 years. Today, he is also an independent business development and product management consultant.
