LA28 Olympics Surpasses $2 Billion Sponsorship Target

The 2028 Los Angeles Olympic and Paralympic Games (LA28) have secured a commercial victory, raising more than $2 billion in combined sponsorship and licensing deals.

This milestone, achieved over two years before the opening ceremonies, strategically places LA28’s revenue well ahead of the 2024 Paris Games’ reported $1.3 billion sponsorship total, confirming the success of its aggressive partnership sales programme.

The staggering total brings the organisation close to its ultimate goal of raising $2.5 billion from corporate patrons, which is projected to be the largest single revenue source for the Games.

This success is crucial for mitigating financial risk for Los Angeles taxpayers, who are guaranteed liability for cost overruns on the current budget estimate of $7.15 billion, an amount that has already increased 3.9 per cent from 2024 projections.

The $1 billion secured in 2025 alone demonstrates the strength of the Games’ market appeal, with key brands including Honda, Uber, Intuit, Google, and Starbucks joining the sponsor roster.

According to John Slusher, who oversees revenue for the LA28 organising committee, a further two major deals, each valued at over $100 million, are expected early next year. Slusher confirmed the momentum, noting that “Sponsorship’s been going incredibly well,” and it is a “sign of the popularity of the games.”

Incorporating a mix of cash, goods, and services such as naming rights, sports gear, memorabilia, and advertising.

This approach ensures the Games secure necessary operational support while also maximising cash revenue. Complementing the domestic sponsorship drive is the contribution from the International Olympic Committee (IOC), which is expected to inject $948 million from broadcast payments and its own global sponsors like Visa and Coca-Cola.

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