The organisers of the Los Angeles 2028 Olympic Games have achieved a significant commercial milestone, securing sponsorship deals with a total value exceeding $2 billion more than two-and-a-half years before the event begins.
Record-Breaking Commercial Drive
The LA28 organising committee entered 2025 with just two partners but is poised to conclude the year with an impressive roster of 15 sponsors. This rapid acceleration in commercial partnerships has pushed the total value well past the $2bn mark. The organisation's stated target of $2.5bn is now considered highly attainable, with key sponsorship categories such as logistics and energy still to be finalised.
Founding partners include airline giant Delta and media conglomerate Comcast. They have since been joined by a host of other global brands, including Google, Honda, and Starbucks, demonstrating strong corporate confidence in the Games' potential.
Innovation and Fiscal Responsibility
In a historic first for the Olympics, LA28 announced earlier this year that competition venues will carry sponsor branding. This initiative is already underway, with financial software company Intuit paying to have the basketball arena named after it during the two-week competition period.
Casey Wasserman, Chair of LA28, stated: "Surpassing $2 billion in sponsorship more than two-and-a-half years before the LA28 Games arrive is confirmation of our strong position and progress toward delivering a fiscally responsible yet epic event." He added that the committee had built "a world-class commercial organisation" delivering on its innovative goals from day one.
Modernising the Olympic Programme
The LA Games are set to feature several notable changes aimed at refreshing the traditional format. In a major scheduling shift, athletics (track and field) will open the Games, with swimming concluding the event. New sports like cricket and coastal rowing (sea rowing) have been added to the roster to attract a modern, global audience. Furthermore, sports such as padel and mixed martial arts (MMA) are being considered for inclusion by the time of the Brisbane 2032 Games.
Despite the commercial success, the event faces political headwinds. President Donald Trump has repeatedly threatened to move the Games out of California, citing concerns over policing and the state's Democratic leadership.
The overall budget for the 2028 Los Angeles Olympics is set at $7.1bn. A significant factor in cost control is the extensive use of existing world-class venues, many of which are already operational for major US professional sports leagues.
