Virat Kohli: Why LALOG Director Niccolo Campriani invoked India star to endorse Cricket in LA28 Olympics?

With cricket's triumphant return to major multi-sport events, the focus shifts to Niccolo Campriani, the director of the LA Local Organising Committee (LALOG), and his perspective on India's cricket star, Virat Kohli.

Cricket is set to make a triumphant return in the Los Angeles 2028 Olympics after a gap of more than a century. The Gentlemen's Game was part of the multi-sport global event in 1900 and will find a place in the Olympic roster 128 years later.

Cricket found backing from the LA Local Organising Committee (LALOG) director Niccolo Campriani, who was endorsed by the International Olympic Committee (IOC), as T20 cricket is set to feature at the LA 2028 Olympics. Cricket included in LA 2028 Olympics: Sachin Tendulkar, Mithali Raj hail IOC for starting a new era

Why Niccolo Campriani invoke Virat Kohli's popularity on social media?

Campriani emphasised cricket's appeal and seamless integration into the Olympic Games and expressed enthusiasm for the T20 format, which the ICC proposed for LA28, highlighting its fast-paced and action-packed nature, perfectly suited for younger audiences.

Cricket's inclusion is a testament to the IOC's efforts to attract new audiences and financial support, aligning itself with sports that possess global reach and popular figures like Virat Kohli, who serves as an inspiration for youth not only in India but also in cricket-playing nations.

Campriani acknowledged the impact of cricket's global fanbase, an estimated 2.5 billion strong, and India's star cricketer Virat Kohli, who boasts a staggering 314 million followers. Campriani believes Kohli - whose social media following surpasses that of iconic athletes like LeBron James, Tom Brady, and Tiger Woods combined - will bode well for both parties.

"We all recognise the critical importance of a strong digital presence in order to keep the games relevant for the youth. And cricket is offering a unique platform to do so," Campriani said.

"Think [about] my friend here Virat. He's the third-most followed athlete in the world on social media with 314 million followers. That's more than LeBron James, Tom Brady, and Tiger Woods combined. This is the ultimate win-win for LA 28," he added further.

The integration of cricket into the Olympics is seen as a mutually beneficial arrangement, a "win-win" scenario for both the sport of cricket and the Olympic program. Campriani recognised the vital importance of a strong digital presence to engage the youth, noting that cricket offers a unique platform for doing so.

While Kohli - who is already 35 - is unlikely to feature as part of the Indian cricket team which will participate in the 2028 LA Olympics as he might leave the white-ball format to extend his longevity for the red-ball version of the game.

But the batting maestro would still be one of the crowd pullers just like his predecessors Sachin Tendulkar or MS Dhoni, who enjoy phenomenal popularity even after bidding adieu to international cricket.

LA28 Olympics Aims To Tap Untapped Markets

This move not only extends cricket's reach to untapped global markets but also opens the doors for increased financial support, infrastructural development, elevated competition, youth development, and new opportunities for sports professionals.

With cricket's participation in the Olympics, the sport will gain exposure beyond traditional cricket-playing countries, while the Olympic movement will access new communities of athletes and fans, forging an exemplary synergy between the two.

It is significant to note that all team sports at LA28 will feature six teams in both men's and women's categories, with the ICC's proposal suggesting the selection of these teams will be based on T20I rankings at a specified cut-off date. The final qualification system will be determined by 2025.

This decision carries substantial implications, particularly for ICC's Associate members, as they stand to receive increased funding from their national Olympic organisations, along with potential access to infrastructure resources.

Casey Wasserman, the LA28 chairperson, expressed excitement about transformative collaborations with major professional leagues, emphasizing their role in amplifying the Olympic and Paralympic story and captivating new audiences.

Greg Barclay, Chairman of the ICC, echoed the sentiment, stating that including cricket at the Olympics was a top priority for the governing body. He expressed gratitude to LA28 and the IOC for their support and trust in the ICC's capability to deliver a world-class event that will attract countless new Olympic fans worldwide.

The IOC's Mumbai session, where this decision was made, was momentous, as India is actively seeking to host the 2036 Olympics. The pitch for this was officially made by India's Prime Minister, Narendra Modi, on October 14, along with India's aspiration to host the Youth Olympics in 2030.

Nita Ambani, an IOC member and owner of the Mumbai Indians franchise in T20 leagues worldwide, described cricket's inclusion in the Olympics as a landmark moment. She emphasized that it would extend the Olympic Movement's engagement into new regions while bolstering the international popularity of cricket.