...with new offerings, massive viewership

 

  

Credit: Adweek
 

 

By Bill Bradley

 

Brands will want to add LA28 to their game plans, according to Janet Evans, chief athlete officer for the 2028 Olympic Games in Los Angeles and a four-time gold medalist.

At the recent Brandweek session Passing the Torch: America’s Road to LA28, Evans set the stage for the upcoming Summer Olympics in L.A., noting that brands are getting an unprecedented opportunity in what the executive called the most ambitious event staged in the United States and possibly the world.

“Operationally, every day of our Olympic Games will be like staging seven Super Bowls,” Evans said.

That means 14 million tickets, 15,000 athletes representing their countries, and 11,000 hours of content, with 5 billion viewers worldwide.

Additionally, Team USA, LA28, and broadcaster NBCUniversal are aligning to tell one story across every screen throughout the Games, according to Evans, creating a “branding moment that cannot be missed.”

Among the offerings to brands this time around, LA28 is allowing venue naming rights for the first time. For instance, Intuit will retain naming rights for the Intuit Dome in Inglewood, California. Plus, other opportunities include founding partners having the ability to co-create LA28 emblems and the torch relay touching all 50 states.

And the demand from brands keeps growing.

Talking with ADWEEK’s Brittaney Kiefer this year, John Slusher, CEO of U.S. Olympic & Paralympic Properties (USOPP), noted that the success of the recent World Cup has potential partners taking a second look at the Olympics.

“The World Cup having gone so well has been a huge boost for our business while providing learnings for our partners,” Slusher said.

The exec anticipates 10 times the number of brand activations during LA28 compared to the 2026 Milano Cortina Olympics, he told ADWEEK.

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Credit: Adweek