Cricket was cleared to pursue its bid to be included in the Games from 2020 earlier this month, along with powerboating and sports climbing, but the sport’s inclusion was done to build relationships between domestic governing bodies and federations, according to the ICC’s commercial manager Campbell Jamieson.
"[IOC inclusion] is important for the sport, particularly in some of our member countries where cricket is a developing sport. IOC recognition makes it easier for National Cricket Federations in non-traditional markets to build relationships with their National Olympic Committee and national government," Jamieson told SportBusiness International.
"This does not always lead directly to new revenues but it certainly provides access to opportunities and helps raise the profile of the sport in these countries with a wide range of stakeholders. In the long-term IOC recognition means that cricket could seek to become part of the Olympic Games but that's not in our plans at the moment."
Jamieson also added that the ICC will announce a new long-term commercial agreement with a “major sponsor in cricket” next month.
