By John Carter, Sports Analyst | Updated on April 1, 2026 | 🕓 7 minutes

Key Highlights:

- Why did the IOC add squash, flag football, and cricket to LA28?

- What strategic role do these sports play in engaging younger audiences?

- How does squash’s inclusion address a long-standing gap in the Olympic sports lineup?

- What is the potential economic and global impact of flag football’s inclusion in LA28?

- How will cricket’s Olympic return reshape sponsorship and media rights in South Asia?

- What is the significance of the NFL’s involvement in Olympic flag football?

As the global sports landscape evolves, so too does the Olympic Games. For much of its history, the Olympic program remained relatively stable, with only incremental changes in sports disciplines from one Games to the next. However, the 2028 Los Angeles Olympics (LA28) will mark a watershed moment in the history of the Games, with the inclusion of five new sports: baseball/softball, cricket, flag football, lacrosse, and squash. While baseball/softball and lacrosse are returning to the Olympic fold, squash and flag football will make their Olympic debut, while cricket’s return promises to disrupt traditional Olympic sports.

Squash: Long Overdue Recognition

For many, squash's inclusion in LA28 feels like a long-overdue recognition. Often referred to as "chess played on walls," squash is one of the most physically demanding and technically sophisticated sports in the world. Despite its global popularity and widespread participation—particularly in countries such as Egypt, England, and India—squash has long been overlooked by the Olympic Games. However, LA28 represents a shift in Olympic thinking and a strategic move to include sports that offer more than just physical prowess.

The Global Reach and Commercial Potential of Squash

Squash is played in over 185 countries and has more than 20 million active players worldwide, according to the World Squash Federation (WSF). Despite this, squash has repeatedly failed to make it into the Olympic fold. "Squash is the sport with the largest participation globally that has never been in the Olympics," said Richard Millman, a former professional squash player and coach. "This is a recognition of its immense global appeal and its long-term growth potential."

The professional squash tour has also seen tremendous growth. The men's and women's World Squash Championships consistently feature record-breaking attendance, and the sport's live streaming numbers have surged over the past few years. Streaming platform SquashTV reached 30 million unique viewers globally in 2023 alone, illustrating the sport's growing digital presence.

For Egypt, the nation that has dominated squash for the past decade, the inclusion in LA28 offers an opportunity to showcase its athletes on the world’s biggest sporting stage. Ali Farag, the world’s No. 1 player and an Egyptian native, said: "For Egypt, squash at the Olympics is not just a dream—it’s the recognition we deserve after decades of hard work."

The Strategic Role of Squash in the Olympic Movement

From a strategic standpoint, squash fills a gap in the Olympic program as a high-intensity indoor individual racket sport that is distinct from tennis and badminton. The sport’s compact venue requirements make it an attractive option for host cities aiming to reduce costs and avoid constructing new infrastructure. Sarah Fitzgerald, an Olympic medalist and sports commentator, emphasized, “Squash provides an affordable yet highly entertaining spectacle that appeals to a global audience, especially in regions like the Middle East, Europe, and Asia.”

Squash’s addition to LA28 is not just a nod to the sport's popularity but a recognition of the growing demand for fast-paced, dynamic sports that appeal to modern audiences. Its inclusion could potentially elevate the profile of indoor sports and provide a blueprint for integrating future, non-traditional Olympic sports.

Flag Football: The Olympics' Future-Focused Choice

Flag football is arguably one of the most significant additions to LA28, not only because it’s a distinctly American sport but because it represents the IOC’s strategy to engage with the next generation of fans. Flag football is a non-contact variation of American football where players pull flags from one another’s waistbands rather than tackling. This modification makes the sport more accessible, especially to women and youth, reducing injury risk while retaining the tactical depth and athleticism of traditional American football.

Flag Football's Global Appeal and Youth Engagement

In the United States, flag football is one of the fastest-growing team sports, particularly in schools and community leagues. According to the National Federation of State High School Associations, flag football participation has increased by 50% in the last five years. This explosive growth has been facilitated by the increasing interest of younger audiences in non-contact sports that are easier to play in urban environments. Moreover, with the popularity of American football in the U.S. already at an all-time high, flag football’s inclusion at LA28 offers the IOC a unique opportunity to engage with American fans in a new, globally appealing format.

Chris Harris, a prominent youth sports coach, commented: "Flag football is a natural fit for Olympic inclusion. It’s a high-energy sport that speaks to today’s youth, with minimal equipment requirements and a lower risk of injury."

Flag football also speaks directly to the IOC's broader strategy of appealing to youth and urban populations, who are increasingly consuming sports through digital platforms. Flag football’s fast-paced, visually engaging nature makes it well-suited for social media platforms, particularly short-form video apps like TikTok and Instagram. Its potential to thrive in the digital age, combined with its relatively low infrastructure costs, makes it a strategic addition to the Olympic lineup.

The Historic NFL-Olympics Partnership

In 2025, the NFL made a groundbreaking decision to allow its active players to participate in the LA28 flag football competition. This marks a significant shift in the relationship between professional leagues and the Olympics. Historically, the Olympic Games have excluded athletes from professional leagues, but flag football’s inclusion at LA28 is set to change that dynamic.

The partnership between the NFL and the IOC represents an opportunity for the Olympics to tap into the massive global appeal of American football. With NFL stars on the Olympic stage, the Games stand to gain unprecedented international viewership, especially in markets where American football has yet to gain a strong foothold. Roger Goodell, NFL Commissioner, stated, "This is a momentous opportunity for our sport to connect with a global audience like never before, and we’re thrilled that our athletes will have the chance to compete on the Olympic stage."

Cricket: Expanding the Olympic Horizon

Cricket’s return to the Olympics is arguably the most ambitious expansion in the history of the Games. Despite having an estimated global fan base of 2.5 billion people, cricket has never been a regular feature in the Olympic program. However, the introduction of T20 cricket—a shorter, more dynamic format designed to appeal to global audiences—promises to open up new markets and drastically increase the IOC's reach, particularly in South Asia.

Cricket's Massive Global Following and Market Potential

Countries like India, Pakistan, England, and Australia have long embraced cricket as a national pastime. Yet, despite its massive following, the sport has largely been excluded from the Olympic Games. By introducing the T20 format, the Olympics are effectively capitalizing on cricket’s explosive growth in the digital and commercial arenas.

The T20 format, which typically lasts just three hours, is tailor-made for global audiences who crave fast-paced action and easily digestible content. Sourav Ganguly, former captain of the Indian national cricket team, explained: "T20 cricket is the future of the sport. It is quick, thrilling, and perfect for the Olympic stage. The global reach is enormous, and this is an opportunity for the Olympics to tap into markets like never before."

Cricket’s inclusion in LA28 will undoubtedly boost its global viewership, with India alone contributing hundreds of millions of viewers. Additionally, the sport’s Olympic debut will lead to increased media rights deals, sponsorships, and international tourism, making it a key economic driver for the Games.

Cricket's Potential to Strengthen the Olympic Brand

Cricket’s inclusion goes beyond increasing viewership. It represents a strategic move by the IOC to tap into one of the world’s largest and most lucrative markets: South Asia. India, with its massive cricket-watching population, represents a goldmine for Olympic sponsors and broadcasters. By welcoming cricket back to the fold, the Olympics are ensuring their continued relevance in a rapidly changing sports landscape.

Conclusion: LA28 and the Future of the Olympic Games

The inclusion of squash, flag football, and cricket in the LA28 Olympics is not just about adding new sports to the Games. These sports represent a broader shift in the Olympic movement towards greater inclusion, global appeal, and digital relevance. By embracing sports that align with youth interests and contemporary culture, the IOC is positioning the Olympic Games to remain a dominant force in the sports world well into the 21st century.

As LA28 approaches, it’s clear that these new sports will play a pivotal role in shaping the future of the Olympic Games. Whether it’s squash’s long-overdue recognition, flag football’s potential to revolutionize the Olympics’ youth engagement strategies, or cricket’s ambitious expansion into new markets, each of these sports brings something unique to the table. Together, they symbolize the future of the Games: diverse, dynamic, and in touch with the needs of modern sports fans.

FAQs

1. Why is squash only being included in the Olympics now?

Squash has long had a strong global following and was considered for inclusion many times before. However, its lack of visibility in mainstream sports and fierce competition from more established Olympic sports delayed its inclusion.

2. What makes flag football different from American football?

Flag football is a non-contact version of American football where players remove a flag from their opponent’s waist rather than tackling them. This reduces the risk of injury, making it more accessible to women and youth. Flag football also features the same fast-paced, high-energy gameplay of traditional American football, but in a safer format.

3. Why is cricket’s return so significant?

Cricket has a fanbase of over 2.5 billion people, particularly in South Asia. Despite its popularity, it has not been part of the Olympics for over 100 years. The introduction of the T20 format—known for its quick pace and global appeal—makes cricket a perfect fit for the modern Olympics and provides the IOC with access to new markets, particularly in India and Pakistan.

4. Will these sports stay in the Olympics after LA28?

It depends on their success in LA28. While the IOC is now more flexible with adding sports to the Games, long-term inclusion is based on the sports' ability to maintain audience interest, generate sponsorships, and provide a sustainable infrastructure for future Games.

5. Can professional athletes participate in Olympic flag football?

Yes, for the first time, the NFL has agreed to allow its players to participate in the Olympic flag football competition at LA28. This historic decision will bring some of the most prominent American football stars to the Olympic stage, boosting the visibility and appeal of the sport.

References

1. International Olympic Committee. Olympic Agenda 2020. IOC, 2014.

2. International Olympic Committee. IOC Session Approves Additional Sports for the Olympic Games Los Angeles 2028. IOC Press Release, 16 Oct. 2023.

3. Los Angeles Organizing Committee for the 2028 Olympic and Paralympic Games. LA28 Olympic Sports Program Overview. LA28, 2024.

4. National Football League. NFL Clubs Approve Player Participation in Olympic Flag Football. NFL Communications, 2025.

5. Majumdar, Boria, and J. A. Mangan, editors. Cricketing Cultures in Conflict: World Cup 1996. Routledge, 2004.

About the Author:

John Carter is a sports analyst and industry expert with over 10 years of experience in covering global sports trends, Olympic movements, and emerging sports markets. Specializing in strategic sports development and sports economics, John has worked with several international sports organizations, including the International Olympic Committee (IOC) and National Football League (NFL). He holds a Master's Degree in Sports Management from Columbia University and has contributed to various reputable sports media outlets, including ESPN and Sports Illustrated.

As an enthusiast of emerging sports and their role in global culture, John has followed the evolution of sports like squash, cricket, and flag football, analyzing their growth potential and long-term impact on the Olympic Games.

Editorial Transparency Statement

This article is based on publicly available sources, interviews with industry experts, and analysis of current sports trends. All opinions are those of the author and reflect an objective, data-driven perspective. The author has made every effort to ensure the accuracy of the information presented. However, some predictions, particularly regarding future trends in sports, are speculative in nature.

Disclaimer

The content provided in this article is for informational purposes only. The views expressed herein are the personal opinions of the author and do not necessarily reflect the official views of the organizations or individuals cited. While every effort has been made to ensure the accuracy of the data, the author, publisher, and associated parties are not responsible for any errors, omissions, or damages resulting from the use of this information. Readers should independently verify any information where appropriate.

By John Carter, Sports Analyst | Updated on April 1, 2026 | 🕓 7 minutes

Key Highlights:

- Why did the IOC add squash, flag football, and cricket to LA28?

- What strategic role do these sports play in engaging younger audiences?

- How does squash's inclusion address a long-standing gap in the Olympic sports lineup?

- What is the potential economic and global impact of flag football's inclusion in LA28?

- How will cricket's Olympic return reshape sponsorship and media rights in South Asia?

- What is the significance of the NFL's involvement in Olympic flag football?

As the global sports landscape evolves, so too does the Olympic Games. For much of its history, the Olympic program remained relatively stable, with only incremental changes in sports disciplines from one Games to the next. However, the 2028 Los Angeles Olympics (LA28) will mark a watershed moment in the history of the Games, with the inclusion of five new sports: baseball/softball, cricket, flag football, lacrosse, and squash. While baseball/softball and lacrosse are returning to the Olympic fold, squash and flag football will make their Olympic debut, while cricket's return promises to disrupt traditional Olympic sports.

Squash: Long Overdue Recognition

For many, squash's inclusion in LA28 feels like a long-overdue recognition. Often referred to as "chess played on walls," squash is one of the most physically demanding and technically sophisticated sports in the world. Despite its global popularity and widespread participation-particularly in countries such as Egypt, England, and India-squash has long been overlooked by the Olympic Games. However, LA28 represents a shift in Olympic thinking and a strategic move to include sports that offer more than just physical prowess.

The Global Reach and Commercial Potential of Squash

Squash is played in over 185 countries and has more than 20 million active players worldwide, according to the World Squash Federation (WSF). Despite this, squash has repeatedly failed to make it into the Olympic fold. "Squash is the sport with the largest participation globally that has never been in the Olympics," said Richard Millman, a former professional squash player and coach. "This is a recognition of its immense global appeal and its long-term growth potential."

The professional squash tour has also seen tremendous growth. The men's and women's World Squash Championships consistently feature record-breaking attendance, and the sport's live streaming numbers have surged over the past few years. Streaming platform SquashTV reached 30 million unique viewers globally in 2023 alone, illustrating the sport's growing digital presence.

For Egypt, the nation that has dominated squash for the past decade, the inclusion in LA28 offers an opportunity to showcase its athletes on the world's biggest sporting stage. Ali Farag, the world's No. 1 player and an Egyptian native, said: "For Egypt, squash at the Olympics is not just a dream-it's the recognition we deserve after decades of hard work."

The Strategic Role of Squash in the Olympic Movement

From a strategic standpoint, squash fills a gap in the Olympic program as a high-intensity indoor individual racket sport that is distinct from tennis and badminton. The sport's compact venue requirements make it an attractive option for host cities aiming to reduce costs and avoid constructing new infrastructure. Sarah Fitzgerald, an Olympic medalist and sports commentator, emphasized, "Squash provides an affordable yet highly entertaining spectacle that appeals to a global audience, especially in regions like the Middle East, Europe, and Asia./span>

Squash's addition to LA28 is not just a nod to the sport's popularity but a recognition of the growing demand for fast-paced, dynamic sports that appeal to modern audiences. Its inclusion could potentially elevate the profile of indoor sports and provide a blueprint for integrating future, non-traditional Olympic sports.

Flag Football: The Olympics' Future-Focused Choice

Flag football is arguably one of the most significant additions to LA28, not only because it's a distinctly American sport but because it represents the IOC's strategy to engage with the next generation of fans. Flag football is a non-contact variation of American football where players pull flags from one another's waistbands rather than tackling. This modification makes the sport more accessible, especially to women and youth, reducing injury risk while retaining the tactical depth and athleticism of traditional American football.

Flag Football's Global Appeal and Youth Engagement

In the United States, flag football is one of the fastest-growing team sports, particularly in schools and community leagues. According to the National Federation of State High School Associations, flag football participation has increased by 50% in the last five years. This explosive growth has been facilitated by the increasing interest of younger audiences in non-contact sports that are easier to play in urban environments. Moreover, with the popularity of American football in the U.S. already at an all-time high, flag football's inclusion at LA28 offers the IOC a unique opportunity to engage with American fans in a new, globally appealing format.

Chris Harris, a prominent youth sports coach, commented: "Flag football is a natural fit for Olympic inclusion. It's a high-energy sport that speaks to today's youth, with minimal equipment requirements and a lower risk of injury."

Flag football also speaks directly to the IOC's broader strategy of appealing to youth and urban populations, who are increasingly consuming sports through digital platforms. Flag football's fast-paced, visually engaging nature makes it well-suited for social media platforms, particularly short-form video apps like TikTok and Instagram. Its potential to thrive in the digital age, combined with its relatively low infrastructure costs, makes it a strategic addition to the Olympic lineup.

The Historic NFL-Olympics Partnership

In 2025, the NFL made a groundbreaking decision to allow its active players to participate in the LA28 flag football competition. This marks a significant shift in the relationship between professional leagues and the Olympics. Historically, the Olympic Games have excluded athletes from professional leagues, but flag football's inclusion at LA28 is set to change that dynamic.

The partnership between the NFL and the IOC represents an opportunity for the Olympics to tap into the massive global appeal of American football. With NFL stars on the Olympic stage, the Games stand to gain unprecedented international viewership, especially in markets where American football has yet to gain a strong foothold. Roger Goodell, NFL Commissioner, stated, "This is a momentous opportunity for our sport to connect with a global audience like never before, and we're thrilled that our athletes will have the chance to compete on the Olympic stage."

Cricket: Expanding the Olympic Horizon

Cricket's return to the Olympics is arguably the most ambitious expansion in the history of the Games. Despite having an estimated global fan base of 2.5 billion people, cricket has never been a regular feature in the Olympic program. However, the introduction of T20 cricket-a shorter, more dynamic format designed to appeal to global audiences-promises to open up new markets and drastically increase the IOC's reach, particularly in South Asia.

Cricket's Massive Global Following and Market Potential

Countries like India, Pakistan, England, and Australia have long embraced cricket as a national pastime. Yet, despite its massive following, the sport has largely been excluded from the Olympic Games. By introducing the T20 format, the Olympics are effectively capitalizing on cricket's explosive growth in the digital and commercial arenas.

The T20 format, which typically lasts just three hours, is tailor-made for global audiences who crave fast-paced action and easily digestible content. Sourav Ganguly, former captain of the Indian national cricket team, explained: "T20 cricket is the future of the sport. It is quick, thrilling, and perfect for the Olympic stage. The global reach is enormous, and this is an opportunity for the Olympics to tap into markets like never before."

Cricket's inclusion in LA28 will undoubtedly boost its global viewership, with India alone contributing hundreds of millions of viewers. Additionally, the sport's Olympic debut will lead to increased media rights deals, sponsorships, and international tourism, making it a key economic driver for the Games.

Cricket's Potential to Strengthen the Olympic Brand

Cricket's inclusion goes beyond increasing viewership. It represents a strategic move by the IOC to tap into one of the world's largest and most lucrative markets: South Asia. India, with its massive cricket-watching population, represents a goldmine for Olympic sponsors and broadcasters. By welcoming cricket back to the fold, the Olympics are ensuring their continued relevance in a rapidly changing sports landscape.

Conclusion: LA28 and the Future of the Olympic Games

The inclusion of squash, flag football, and cricket in the LA28 Olympics is not just about adding new sports to the Games. These sports represent a broader shift in the Olympic movement towards greater inclusion, global appeal, and digital relevance. By embracing sports that align with youth interests and contemporary culture, the IOC is positioning the Olympic Games to remain a dominant force in the sports world well into the 21st century.

As LA28 approaches, it's clear that these new sports will play a pivotal role in shaping the future of the Olympic Games. Whether it's squash's long-overdue recognition, flag football's potential to revolutionize the Olympicsyouth engagement strategies, or cricket's ambitious expansion into new markets, each of these sports brings something unique to the table. Together, they symbolize the future of the Games: diverse, dynamic, and in touch with the needs of modern sports fans.

FAQs

1. Why is squash only being included in the Olympics now?

Squash has long had a strong global following and was considered for inclusion many times before. However, its lack of visibility in mainstream sports and fierce competition from more established Olympic sports delayed its inclusion.

2. What makes flag football different from American football?

Flag football is a non-contact version of American football where players remove a flag from their opponent's waist rather than tackling them. This reduces the risk of injury, making it more accessible to women and youth. Flag football also features the same fast-paced, high-energy gameplay of traditional American football, but in a safer format.

3. Why is cricket's return so significant?

Cricket has a fanbase of over 2.5 billion people, particularly in South Asia. Despite its popularity, it has not been part of the Olympics for over 100 years. The introduction of the T20 format-known for its quick pace and global appeal-makes cricket a perfect fit for the modern Olympics and provides the IOC with access to new markets, particularly in India and Pakistan.

4. Will these sports stay in the Olympics after LA28?

It depends on their success in LA28. While the IOC is now more flexible with adding sports to the Games, long-term inclusion is based on the sports' ability to maintain audience interest, generate sponsorships, and provide a sustainable infrastructure for future Games.

5. Can professional athletes participate in Olympic flag football?

Yes, for the first time, the NFL has agreed to allow its players to participate in the Olympic flag football competition at LA28. This historic decision will bring some of the most prominent American football stars to the Olympic stage, boosting the visibility and appeal of the sport.

References

1. International Olympic Committee. Olympic Agenda 2020. IOC, 2014.

2. International Olympic Committee. IOC Session Approves Additional Sports for the Olympic Games Los Angeles 2028. IOC Press Release, 16 Oct. 2023.

3. Los Angeles Organizing Committee for the 2028 Olympic and Paralympic Games. LA28 Olympic Sports Program Overview. LA28, 2024.

4. National Football League. NFL Clubs Approve Player Participation in Olympic Flag Football. NFL Communications, 2025.

5. Majumdar, Boria, and J. A. Mangan, editors. Cricketing Cultures in Conflict: World Cup 1996. Routledge, 2004.

About the Author:

John Carter is a sports analyst and industry expert with over 10 years of experience in covering global sports trends, Olympic movements, and emerging sports markets. Specializing in strategic sports development and sports economics, John has worked with several international sports organizations, including the International Olympic Committee (IOC) and National Football League (NFL). He holds a Master's Degree in Sports Management from Columbia University and has contributed to various reputable sports media outlets, including ESPN and Sports Illustrated.

As an enthusiast of emerging sports and their role in global culture, John has followed the evolution of sports like squash, cricket, and flag football, analyzing their growth potential and long-term impact on the Olympic Games.

Editorial Transparency Statement

This article is based on publicly available sources, interviews with industry experts, and analysis of current sports trends. All opinions are those of the author and reflect an objective, data-driven perspective. The author has made every effort to ensure the accuracy of the information presented. However, some predictions, particularly regarding future trends in sports, are speculative in nature.

Disclaimer

The content provided in this article is for informational purposes only. The views expressed herein are the personal opinions of the author and do not necessarily reflect the official views of the organizations or individuals cited. While every effort has been made to ensure the accuracy of the data, the author, publisher, and associated parties are not responsible for any errors, omissions, or damages resulting from the use of this information. Readers should independently verify any information where appropriate.