Cricket in Olympics and AI’s Role in Fan Engagement: IOC’s Aditya at Indian Sports Summit

by  EVENTFAQS Bureau Industry Watch | March 17, 2025 | News

Aditya Aditya RCB Innovation Lab Indian Sports Summit International Olympic Committee

Aditya Aditya, Head of Media Business Strategy & Intelligence at the International Olympic Committee, highlighted the significance of cricket’s inclusion in the Olympics and the transformative role of AI in enhancing the viewer experience. Speaking at the RCB Innovation Lab Indian Sports Summit in Bengaluru, he emphasized how cricket’s presence in the Games could drive greater interest in other sports.

“Cricket was one of the big things for us. We wanted to make sure that cricket becomes part of the Olympics,” he stated. He explained that this move aims to engage the vast audience in India and the subcontinent, where cricket is immensely popular. By bringing cricket stars closer to other Olympic events, such as athletics and swimming, the Games could create new narratives and boost interest in a wider range of sports.

Discussing India's growing influence in global sports media, Aditya pointed out the country’s massive audience of over 1.4 billion people and its leadership in digital innovation. He highlighted the potential for commercial programs and new engagement opportunities for IOC’s partners in the Indian market.

Aditya also spoke about the role of AI in transforming fan experiences. He suggested that AI could be used to personalize commentary, allowing fans to listen to their favorite commentators or even Bollywood characters narrating the events. Such innovations could significantly enhance viewer engagement and interaction with the Games.

He further stressed the importance of building athlete stories well in advance of the Olympics. “We need to start way early in terms of planning and all the promotion that goes into building the stories about athletes,” he said. Using the example of gymnast Dipa Karmakar, he noted how early awareness of potential talents could create excitement and anticipation before major sporting events.

Aditya emphasized a broader storytelling approach to connect audiences with athletes, proposing collaborations with movies, TV shows, and digital creators to sustain engagement throughout the year. “We are looking to create an Indian audience or local audience in any market, knowing about their athletes possibly six months or a year in advance,” he said.

The second edition of the RCB Innovation Lab Indian Sports Summit, powered by Leaders, is currently taking place at the Padukone Dravid Centre for Sports Excellence on March 14 and 15.