The Road to LA 2028: Can Women’s Cricket Capitalize on Its Olympic Debut?

When the 2028 Summer Olympics in Los Angeles put cricket back on the Olympic stage, it was big news for the sport. And especially for women’s cricket. After all, getting into the Olympics means exposure and funding, and that’s exactly what women’s cricket could use.

Here’s the thing: it’s not automatic that everything goes well. For example, the inclusion of the sport opens doors, but you still need systems to use them. Sponsorships, broadcast deals, grassroots growth. All play a part. And that’s where some betting companies and major partners have a say. A brand like Betway may become visible in the background of funding or promotional activity. But it still comes down to what happens on the ground.

What’s changed and what it could mean

In October 2023 the International Olympic Committee (IOC) approved cricket to return to the Olympics, and that includes both men’s and women’s tournaments. It’s set to use the T20 format, which is shorter and more watch-friendly.

Forbes emphasised that qualifying processes will matter a lot: how teams get to LA will affect interest and fairness. It means smaller cricketing nations have more of a chance to make the cut

So why does this matter for women?

Because women’s cricket has really improved in many places. More matches, more investment, better visibility. But compared to men’s cricket, it still lags. The Olympics adds a big platform. If women’s teams can qualify, perform well, and get visibility, that could open doors: more sponsorship, more young girls signing up, more broadcasters paying attention.

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But here’s what could go wrong

Only six teams (for the women’s side) will take part in LA 2028. That means there’s intense competition just to make it.
If only the top few nations dominate, it might not help the “smaller” women’s programmes much.
Media coverage might focus on men’s cricket first. Women might get less airtime despite the Olympics inclusion.
Infrastructure and investment in women’s cricket vary massively by country. If that doesn’t improve, the Olympic moment might pass them by.

What needs to happen

Here are a few things which I think will help women’s cricket make the most of this Olympic opportunity:

Visible tournaments and qualifiers – Women’s teams need meaningful matches leading up to LA, so audiences know the players and storylines.
Media storytelling – Make stars of women cricketers, show their journeys, give coverage not just on match days.
Grassroots investment – Countries need to put money into girls’ cricket now so they can build depth by 2028.
Marketing the Olympic moment – Use the fact that it’s Olympic-cricket to attract new fans and sponsors. The “Olympic first” angle is a hook.
Global growth, not just top nations – Encourage countries beyond the cricket traditional powers to invest in women’s cricket so that the sport becomes more global.

My take

I believe women’s cricket stands at a really interesting point. The Olympic inclusion gives the sport a clear milestone to aim for. But it won’t guarantee success. If you asked me, this is a “make or break” window: by LA 2028, countries that have taken the preparation seriously could see a leap in their women’s game. Others might find themselves just participating rather than truly competing and transforming.

For fans of the women’s game, this matters a lot. Because when your country’s women’s team plays on Olympic soil, the legacy can ripple beyond that moment. Young girls watching will think “I can do that too.” And sponsors will think “there’s value here.” So yes: this can help you, as a fan, to care even more about women’s cricket now, not just once LA comes. The sooner the preparations start, the better.