68 • JUNE 2026 • PPAI Cricket’s Major Merch Moment CRICKET HAS LONG LIVED outside the sports conversation in the United States. But that’s beginning to change. Cricket is heading back to the 2028 Summer Olympics after more than a century away. The sport is joining other new and returning sports on the global stage, including baseball, softball, flag football, lacrosse and squash. While baseball still holds its place as America’s pastime, cricket is bringing the energy and drawing attention. Major League Cricket, the professional cricket league launched in the U.S. in 2023, debuts in Los Angeles next month. With some matches lining up with America’s 250th birthday, the sport is stepping into a moment that already has the country’s attention. Around the world, cricket has never been under the radar. With an estimated fan base of 2.5 billion, cricket is the second-most popular sport after soccer. Most fans reside in India, where 66% of people say they are fans. Must Read | With cricket’s Olympic comeback, branded merch can help nudge the globally popular sport into the spotlight in the U.S. By Audrey Sellers Shutterstock AI / Shutterstock.com
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