Situation
The International Cricket Council (ICC) embarked on a two-year campaign to include cricket in the Los Angeles 2028 Olympic Games. This ambitious goal required navigating a highly competitive landscape for Olympic inclusion, while engaging key stakeholders such as the International Olympic Committee (IOC) and the LA28 Organizing Committee.
Solution
The ICC partnered with Burson for strategic and communications expertise across three core
areas:
- PR and media: Leveraged Burson’s global sports media network to amplify campaign messaging, ensuring alignment with the Olympic Movement and LA28 decision-makers.
- International relations and intelligence: Supported ICC leadership in critical meetings and kept them informed of developments within the IOC and LA28.
- Technical bid support: Enhanced cricket’s proposal by crafting official documentation, scripting key presentations, and aligning all materials with LA28 requirements.
Success
In October 2023, cricket was officially confirmed as part of the LA28 Olympic Games during the IOC Session in India. This landmark decision highlighted the ICC’s strategic vision and Burson Sports’ pivotal role in executing a targeted campaign, marking a historic moment for cricket’s global growth and reintroduction to the Olympic stage.