The Los Angeles 2028 Olympics are attracting strong interest from major brands and remains on the right track to achieve their sponsorship goals, said John Sclusher, CEO of Usopp (US Olympic and Paralympic Properties).
Starbucks became the official coffee partner of the games, becoming the fourth partner of the event, alongside the Honda automaker, the Comcast media and technology company and Delta Air Lines.
Usopp is the entity responsible for marketing and selling commercial assets to the 2028 games and the rights of the United States by 2028.
“People now realize that this will be the biggest sporting event in history,” said Sensher. “Let’s sell all categories, so they can be inside or their competitors will be.”
La28 set the goal of signing between US $ 800 million (R $ 4.3 billion) and US $ 1 billion in new agreements by 2025, which would raise total sponsorship revenue to about $ 2 billion (R $ 10.6 billion).
“We think we’ll be exactly in this track if not potentially above it,” said Slusher, who spent 26 years at Nike, where she led the global sports marketing and supervised relationships with athletes and properties of the sporting goods company.
He added that he is confident that La28 will reach or exceed his overall sponsorship of $ 2.5 billion (R $ 13.3 billion) until the Olympic flame reaches southern California in less than three years.
Some companies that had registered at lower levels of sponsorship are seeking an update, and the decision of the International Olympic Committee (IOC) of allowing the rights to appoint locations for the first time opens an additional source of revenue, Slusher said.
“The impulse is still really strong and we have the results to prove it,” he added.
Open sponsorship categories for games include financial services, fast service restaurants, retail, packaged consumer goods, energy and digital services, said Vill.
“Before the end of the year, we should have four to six other ads coming, several of them really big names.”
“Huge American brands want to be associated with La28 and help La28 succeed. And so let’s add to that many smaller partners that will be essential to our success.”
Last year’s Paris games had home sponsorship recipes of over $ 1.2 billion (R $ 6.4 billion), while Tokyo 2020 games, held in 2021 due to Covid-19 pandemic, broke all records of domestic sponsorship agreements with over $ 3 billion in revenues.
The organizers said on Wednesday (17) that tickets and hospitality packages for the LA games will be on sale from 2026. Ticket registration will start in January on the La28.org website.
Individual tickets for the Olympics and Paralympics will start at $ 28 (R $ 148.65), with early access to communities near the locations.
Axs and Eventim have been appointed official supporters of La28 and the United States team and will serve as officers of game tickets.
Hospitality experiences will be offered by On Location, the exclusive provider of the IOC.
LA games, privately funded, have a budget of about US $ 7 billion (R $ 37.2 billion), supported by revenues of corporate partnerships, licensing, hospitality, ticket sales and a significant contribution from the IOC.
