After the return of cricket, IOC Eye Windfall from La 2028 Olympic Broadcast Deal in India
With cricket to return to La 2028 Olympics after 128 years, the International Olympic Committee is expecting a major broadcast deal in India.
The International Olympic Committee (IOC) has issued an tender for LA 2028 Olympic broadcasting rights in India. With a cricket set to return after 128 years, IOC sees an opportunity and increase in revenue. Viacom18 pipe the Sony Sports Network to bag the Paris Olympics for $ 31 million. Now, IOC hopes that the dialect will be in multiples. The last date for depositing tender is 13 August.
Cricket will return to LA 28 Olympics on a small scale. The tournament will include six teams in each male and women’s categories, and will be played in T20 format. While there is no clarity on the merit of the teams, the IOC is expecting huge interest in the bidding process.
“The game in which the Indian population nourishes the most is Cricket. IOC Television and Marketing Services Managing Director Anne-Sofi Waurd said CNBC-TV18,
Cricket TV rights in India
| Property | Broadcaster | EST assessment | Duration |
|---|---|---|---|
| Indian Premier League TV | JISTAR (first Disney Star) | INR 23,575 Crore | 2023-27 |
| Indian Premier League Digital | JISTAR (first viacom) | INR 20,500 Crore | 2023-27 |
| Women’s Premier League | JISTAR (first viacom) | INR 951 Cr | 2023-27 |
| BCCI domestic | JISTAR (first viacom) | INR 5,963 Cr | 2023-28 |
| ICC Broadcasting | JISTAR (first Disney Star) | INR 22,000 Crore | 2024-27 |
| Asian cricket events | Sony sports network | INR 1,400 Crore | 2024-31 |
| England cricket | Sony sports network | Unpublished | 2022-28 |
| Australia Cricket | JISTAR (first Disney Star) | INR 2,200 Crore | 2023-30 |
| South Africa Cricket and SA20 | JISTAR (first viacom) | INR 2,000 Crore | 2024-31 |
Cricket in Olympics
There has been an unprecedented increase in jumping manifold with the value of media rights in cricket broadcasting in India. The last Indian Premier League (IPL) was sold for Rs 48,390 crore. For the first time, IPL media rights were sold in TV and digital separate baskets. BCCI’s domestic media rights moved to Viacom18 for Rs 5963 crore, while Disney-Star increased the ICC media rights for about 24,000 crores.
As it has been established, IOC wants to cash in cash cow in the cricket broadcasting industry. Cricket’s return to the Olympics was strategic and matched with the unprecedented success of the IPL. However, unlike 2022, the broadcast industry in India has become narrow. After the merger between Disney-Star and Viacom 18, and Zee’s collapse, India now has a type of duality, with Soni and Fankode the only competitive.
Therefore, Sony, who recently shared India Tour of England Digital Rights with Star India, will compete for La 2028 Olympic media rights.
“Bringing cricket back to the Olympic sports program basically creates a new cricket competition. So whoever is going to be the winner of that dialect, will bring it to Indian fans, for the first time, the cricket will return to the game. So it is our historical moment,” Wumard said.
India formally submitted a bid to host the 2036 Olympics in Ahmedabad, the IOC is from a windfall.
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