IOC sees cricket as gateway to India, billions of new Olympic viewers: Report originally appeared on Cricket News. Broadcasting interest for the 2028 subcontinent rights is reportedly a multiple of Paris 2024's. IOC sees cricket as gateway to India and billions of new Olympic viewersCricket's return to the Olympic programme at Los Angeles 2028 is being framed by Olympic chiefs as far more than a sporting novelty. He said, "It is very strong in markets where maybe you could say the Olympic Games today may not have penetrated as much as they have in other markets." He told Reuters, "Cricket will bring to the LA Games audiences that may not necessarily tune in regularly to watch the Olympic Games.