LA 2028 sponsorships

[baron-pierreIV]

Per the article in insidethegames, a "golden" Partner for 2028 would cost $100.  Are they kidding? 

https://www.insidethegames.biz/articles/1071548/legends-appointed-sponsorship-sales-agency-for-los-angeles-2028 

Given an active 4-year stretch, I only possibly see Apple, maybe Amazon, as those who could afford it but may NOT possibly bite.  Disney?  Chase?  Perhaps.  They'll probably have to go to a Chinese company or what?  But Alibaba is already committed to the IOC.  Would McDonald's return to the fold?  NOT at that price + all the concessions LA 2028 will milk from their sponsors.  

I think $100M is hefty even for GM, Ford, Chrysler or even Tesla.  Can Tata Motors of India be an Official LA sponsor?    Donald's Russian billionaire friends?  Yeah, when sanctions are lifted by both the US and the IOC.  

I think the $2.5 billion sponsorship goal of LA 2028 is UNOBTAINABLE at that structure.  Even if I had $50 mil, I would very seriously study leveraging an Olympic investment, vs. say, a cheaper, but shorter span World Cup 2026 package. 

To think that Ueberroth charged only $4 million per category in 1980 for the 1984 Games; and here we are, 35 years later; and that's a what? 2,500% increase??  Wow! 

I see this as a case of over-reach.  

Edited October 28, 2018 by baron-pierreIV

[FYI]

4 hours ago, baron-pierreIV said:

Per the article in insidethegames, a "golden" Partner for 2028 would cost $100 million. Are they kidding? 

Given an active 4-year stretch, I only possibly see Apple, maybe Amazon, as those who could afford it but may NOT possible bite.  Disney?  Chase?  Perhaps. Would McDonald's return to the fold?  NOT at that price + all the concessions LA 2028 will milk from their sponsors.  

I think $100 millon is hefty even for GM, Ford, Chrysler or even Tesla.  Can Tata Motors of India be an Official LA sponsor?    Donald's Russian billionaire friends?  Yeah, when sanctions are lifted by both the US and the IOC.  

I think the $2.5 billion sponsorship goal of LA 2028 is UNOBTAINABLE at that structure. 

To think that Ueberroth charged only $4 million per category in 1980 for the 1984 Games; and here we are, 35 years later; and that's a what? 2,500% increase??  Wow! 

I see this as a case of over-reach.  

Yeah, all so Wasserman & the like can go ‘buy’ themselves the next mega expensive homes around L.A. 

[FYI]

The article also says, though, that the number is extraordinary & almost three times as big as any other previous Olympics. Not to mention that Tokyo is an economic global capital like NYC, in a country known for financial astuteness.

[FYI]

Tokyo’s economy is still 3.5x’s larger than L.A.’s, though. So their numbers in that respect is also extraordinary.

[paul]

..isn't it more like 2x LA?

[FYI]

Tokyo’s economy is $2.5 Trillion, while L.A.’s is $700 Billion.

[paul]

i thought tokyo was 1.7 or 1.8.

I guess they can afford their exploding 2020 budget!

Tokyo Olympic budget expected to hit $25 billion

A report just released by the national government’s Board of Audit shows Japan is likely to spend $25 billion to prepare the Games, and the final number could go even higher. This is nearly a four-fold increase over Tokyo’s winning bid in 2013, which the report said projected costs of 829 billion yen, or $7.3 billion at the current exchange rate of 113 yen to the dollar.

Tokyo Olympics cost for national government now reportedly estimated at 7 times budget

 

Edited October 30, 2018 by paul

[FYI]

All that fancy, latest & greatest technology that Japan is known for costs money. And they’ll be using a lot of it for Tokyo 2020. Facial recognition will be used for the first-time ever at an Olympic Games. I bet their security tab alone will be close to $2 Billion dollars.

[paul]

Saying you can host for 7.3 billion and they quadrupling it to 25 after you win moves these guys near the Sochi-Rio range of miscalculation/corruption.

[FYI]

It would’ve been really interesting to know how much Madrid or Istanbul would’ve gone over budget. Madrid saying that they could’ve done it all for a mere $1.9 Billion?  

Or Istanbul’s initial budget-blowing $20 Billion? You know that one would’ve easily burst the bank. Tokyo 2020 could still be considered a bargain when you put it in perspective of the alternatives.

[ejaycat]

12 hours ago, FYI said:

Tokyo’s economy is $2.5 Trillion, while L.A.’s is $700 Billion.

I believe that's outdated info regarding LA.  I remember some time ago I read a news blurb somewhere that LA's GDP was over a trillion dollars.

 

These sources also claim that:

https://www.statista.com/statistics/183822/gdp-of-the-los-angeles-metro-area/

https://en.wikipedia.org/wiki/List_of_cities_by_GDP

 

[cfm Jeremie]

According to media, Paris 2024 is targetting figures of EUR 100 millions + for its tier 1 partners.

I have no doubt that LA, given the size and strength of the US market and the fact that the LA 28 partners will be able to activate over a longer period than usual, can achieve its funding goals.

[baron-pierreIV]

What is wrong with this picture of US athletes wearing Ralph Lauren-branded kits?


Notice the "Paralympic/male" athletes . . . .

[baron-pierreIV]

LA28 announces new Sponsor -- Pennymac as the Official Mortgage Supporter of LA28.  

‪#‎pennymac‬ - Explore | Facebook 

I really don't know what a Mortgage Company has to do with a Sporting Event.  And with the way Mortgages and Real Estate deals are now handled in the US, I wonder what the details are of this partnership and how long it will be beneficial for both?  Remember, SalesForce dropped out of being an LA28 Sponsor.  And with Twamp tanking the economy over the next few months, I really don't see what consumer goods company will sign up with LA28??  They will need cars and buses for '28.  

[baron-pierreIV]

LA28 signs up another "nothing" sponsor.  Wow!  Am really surprised at all these unknown companies becoming LA28 sponsors/partners.  Last week, it was a Pennymac; now it's AECOMM.  An "infrastructure" Partner . . . I thought LA had everything already built -- well, that is except for the temporary venues understandably.  But whereas LA 1984, Atlanta 1996, Salt Lake rented all the temporary bleachers at all the venues, LA28 this time has decided to take on . . .  at least as I understand them . . .as the supervisor for all the temporary installations.  If LA28 had contracted the leasing of all those temp/additional bleachers in Long Beach, Santa Monica, Carson City, Temecula + the additional venues to be announced; fencing for the Villages, etc., I would guess that figure would probably be in the $20 million range.  

So and they did not divulge the details of this AECOMM sponsorship, but I wonder how much services AECOMM is sacrificing to be an "Official Sponsor" and use of the Olympic rings?  Still, where are the Dow-Jones, blue-chip companies?  Still no Apple or even Walmart.  LA28 badly needs a Transport Vehicle sponsor -- mainly for the 3,000 buses they supposedly need.  Well, Tesla has all those unsold cars sitting in the sun . . .  But who wants E-Vs when you can't have a petroleum/gas sponsor to partner up with? 

When all is said and done for 2028, I don't think LA28 will match the $223 million surplus 1984 did.  I'd be very surprised if LA28 even matched the $56 million Atlanta made.  They're scrapping the bottom of the corporate barrel for even respectable sponsors.  And then, of course, if Frump & Co., are still messing the economy & things by 2027, you won't be getting the hordes of foreign visitors who might want to come.  I don't see a very rosy financial picture for LA28.  

[cfm Jeremie]

"nothing sponsor".... USD 7.1 billion net revenue and more than USD 700 million cash available in 2024. 

Temporary infrastructure and overlay are essential to the delivery of the Games. For Paris 2024, 200,000 temporary seats, 111,000 square meters of tents, 1,300 temporary toilets, 2,800 bungalows, 227 km of fences were deployed.

AECOM deals contains the venue design (i.e. drawing of all the operational maps, cabling duckways, fences...) and the overlay supply.

It is a key partner.

[baron-pierreIV]

14 minutes ago, cfm Jeremie said:

 USD 7.1 billion net revenue and more than USD 700 million cash available in 2024. 

Where did you get that "$700 million cash" figure?? 

(I did admit that the value of goods & services that AECOMM might give to LA28 would be at least $20 mil. Except I never heard of them before.)  

Edited March 15 by baron-pierreIV

[Bear]

No cardboard beds at LA28, for we have a new "Official Mattress and Restorative Sleep Provider"!

https://la28.org/en/newsroom/saatva-becomes-official-mattress-and-restorative-sleep-provider-of-la28.html

Quote

 

“Partnering with the LA28 Olympic and Paralympic Games presented a powerful opportunity for Saatva to lead with our ethos of delivering exceptional rest,” said Ron Rudzin, Founder and CEO of Saatva. “Sleep plays a transformative role in athletic performance and recovery, and we’re proud to help these world-class athletes rest and recharge on the global stage.”

Research shows that restorative sleep is directly linked to athletic performance, and Saatva saw an opportunity to support this key element of recovery for elite athletes.

As part of this landmark collaboration, Saatva will supply Olympic and Paralympic athletes with some of the most luxurious mattresses and bedding, and work closely with LA28 and the U.S. Olympic & Paralympic Committee to spotlight the essential role of sleep in recovery and performance. From partnering on sleep research studies to developing new products, Saatva is committed to unlocking the superpower of sleep.

 

apparently Saatva has an offer of 15% off for everyone in the US in honor of the partnership so if you need a new mattress....

[baron-pierreIV]

/\/\   Hmmmm.  So, I'm counting 11,200 beds at UCLA and the 4 East Coast soccer sites.   

 Will any of the pre- or post-Olympic used Saatva mattresses go to the homeless?? 

I think Saatva just shot a hole in its head.  With so many competitors, they'll just undercut Saatva in the marketplace and I see Saatva filing for bankruptcy after the Games.  And with a 15% markdown (for how long?), I wonder what their mark-up for their mattresses currently are?  85%?  

Edited May 20 by baron-pierreIV

[Bear]

Honda is now a founding partner, and will provide the vehicle fleet for LA28:

https://la28.org/en/newsroom/honda-supporting-as-founding-partner-of-la28-games.html

Quote

TORRANCE, CALIF. (June 2, 2025) – Honda will help the world’s greatest athletes pursue their dreams in 2028 as a Founding Partner of the LA28 Olympic and Paralympic Games. Honda, which established its first U.S. operations in Los Angeles in June 1959, will also serve as the Official Automotive Partner of Team USA, supporting the United States Olympic and Paralympic teams during the LA28 Games and upcoming Olympic and Paralympic Winter Games Milano Cortina 2026.

The partnership was announced today by LA28, the U.S. Olympic & Paralympic Committee (USOPC) and Honda during a celebration at the American Honda headquarters in Torrance, California. American Honda President & CEO Kazuhiro Takizawa was joined by LA28 Chairperson & President Casey Wasserman, LA28 CEO Reynold Hoover, U.S. Olympic & Paralympic Properties CEO John Slusher, USOPC CEO Sarah Hirshland, and LA28 Chief Athlete Officer Janet Evans, in addition to U.S. Olympians and Paralympians Misty May-Treanor, Sara Hughes and Susannah Scaroni, along with community and business partners.

“The founders of Honda established our first U.S. operation in Los Angeles over 65 years ago, believing that success in America would lead to the success of Honda worldwide,” said Kazuhiro Takizawa, President & CEO of American Honda Motor Co., Inc. “On behalf of our 30,000 associates across the U.S. and in Southern California, Honda is proud to partner with LA28 and Team USA to support the remarkable athletes who will follow that same path to realize their dreams in Los Angeles in the quest for gold in the LA28 Olympic and Paralympic Games.” 

“In 2028, thousands of athletes will descend on Los Angeles to chase their Olympic and Paralympic dreams. LA28 and Honda share a belief in the power of those dreams—and in the ability of the Games to inspire people everywhere to reach for excellence,” said Casey Wasserman, LA28 Chairperson and President. "I’m proud to welcome Honda—a company deeply invested in the U.S. and the LA region—to the LA28 and Team USA family as a Founding Partner. Together we will drive excellence and innovation for the Olympic and Paralympic Movements."

“We are thrilled to welcome Honda to the family of Team USA and LA28 partners, and we are grateful for their support of Team USA athletes as they chase their Olympic and Paralympic dreams,” said USOPC CEO Sarah Hirshland. “The LA28 Games will be transformative for athletes and fans alike, and partners like Honda will help tell that story and drive Olympic and Paralympic engagement to new levels.”

Honda Role as an LA28 Founding Partner  

As a Founding Partner and the Official Automotive Partner, Honda will work closely with LA28 on an accessible vehicle fleet for the Games, featuring a wide range of mobility products—helping thousands of athletes, officials and other key Games stakeholders from around the world move across Southern California.  

“Few events embody perseverance, self-belief, the spirit of competition and the pursuit of excellence like the Olympic and Paralympic Games—qualities that align with the longstanding Honda global brand slogan, ‘The Power of Dreams – how we move you’,” added Takizawa. “The dreams of Honda associates serve as the driving force of our company, leading Honda to take on challenges to create a freedom of mobility that moves people physically, while also moving them emotionally. In this way, we can help the world’s greatest athletes—and people everywhere—fulfill their own life’s potential and enjoy their lives.”

Honda will offer a wide range of mobility products for usage throughout the Games, maximizing the use of electrified vehicles like the upcoming Honda 0 Series and Acura RSX. Honda also will provide powersports products including motorcycles, ATVs and side-by-sides, as well as Motocompacto e-scooters plus Honda Marine engines. Additionally, LA28 plans for Honda and Acura vehicles to act as the official pace vehicles for all LA28 endurance events.

This partnership builds on the six-decade commitment of Honda to Los Angeles and communities across the country. Honda will continue to support the spirit of the Games by committing $1 million over the next four years to organizations that help individuals reach their life’s potential, on and off the field. This is on top of the more than $16 million committed by Honda and the Honda USA Foundation this year to support organizations advancing mobility, education, environment, traffic safety and community initiatives.  

Honda and NBCUniversal look forward to expanding the partnership to include a multi-platform media collaboration with NBCUniversal, spotlighting Honda across coverage of both Milano Cortina 2026 and the LA28 Games.

“Honda has a rich history in the United States, with deep roots in Los Angeles, and their commitment to achieving excellence directly connects to the spirit of the Olympic and Paralympic Games,” said Mark Marshall, Chairman, Global Advertising and Partnerships, NBCUniversal. “They are the perfect partner to join the Movement for both LA28 and Milan-Cortina, and we are excited to showcase empowering stories with Honda’s support throughout our comprehensive coverage of the Games. We look forward to extending our strong partnership with Honda across NBCUniversal.”

Honda Commitment to Supporting the Dreams of Athletes  

Honda has long supported athletes in their efforts to achieve their Olympic and Paralympic dreams. Global Honda was proud to sponsor three Paralympic athletes who competed at the Paris 2024 Paralympic Games, including U.S. Paralympian Susannah Scaroni, who spoke during the press conference, and medaled in four Para Track & Field disciplines: 800m, 1500m, 5000m and the Marathon. Scaroni won a gold medal in the Tokyo 2020 Paralympic Games and is an LA28 hopeful. 

Additionally, for nearly four decades, Honda has sponsored the Collegiate Women Sports Awards and the prestigious Honda Cup, which counts numerous U.S. Olympic medal winners among its ranks including Southern California natives Lisa Fernandez (3x Gold Medalist, Softball) and Misty May-Treanor (3x Gold Medalist, Volleyball), who was on hand at the press announcement. 

Honda in Southern California   

Honda has shared a special bond with Los Angeles since 1959, when it opened its first U.S. office in a Pico Boulevard storefront. Just five years later, the company moved to Gardena, eventually settling into its current corporate campus in Torrance in 1990. Over the decades, Honda’s ties to Southern California have only deepened—through long-standing partnerships with cultural institutions, live sport competitions, local attractions and venues across Southern California. Additional background on Honda’s enduring relationship with SoCal and Honda in America is available here.

 

[Josh0108]

The LA28 organizing committee has announced 4 new sponsors this past month! For reference, the organizing committee of the 2026 Asian Games has roped 5 sponsors in the past year.

[baron-pierreIV]

19 hours ago, Bear said:

Honda is now a founding partner, and will provide the vehicle fleet for LA28:

https://la28.org/en/newsroom/honda-supporting-as-founding-partner-of-la28-games.html

 

Congrats to LA28; Honda is a FINE, SOLID partner.  Now, let's wait to hear the blowback from the White Out-House: why didn't you get an American company?!?!  (FYI, Buick was, I believe, the 1984 Partner and GM was the Partner for Salt Lake 2002.  Atlanta 1996 had 3: BMW, Nissan and GM.)  I wonder though if Honda makes those big tourist buses?? 

[cfm Jeremie]

Usually you have one partner for the fleet (all vehicles but the coaches/buses) whereas the buses are sourced from multiple sources (very often directly from existing buses operators from which the buses are rented - could be part of a marketing deal or not).

[baron-pierreIV]

11 hours ago, cfm Jeremie said:

Usually you have one partner for the fleet (all vehicles but the coaches/buses) whereas the buses are sourced from multiple sources (very often directly from existing buses operators from which the buses are rented - could be part of a marketing deal or not).

Yes, I'm aware of that -- but I think longitudinally -- and it would be very streamlined if they found the right Vehicle Partner that could provide all the Mobility needs of the Games; and thus, also get the biggest bang for their advertising buck.  And now, I think the Honda dealerships are probably going to be the way-stops for the Torch Relay.  

Edited June 4 by baron-pierreIV

[Olympics2028]

News about the Honda deal made me curious about merchandise for 2028: https://www.la28shop.org/

I was surprised how many items are a throwback reference to 1984. There were a few listed around 2-3 years ago, but not as many as now.

I wonder if that has anything to do with customer surveys done by 2028's marketing team? Or ongoing sales patterns?

Throwback has been a trend in music.

 

Quote

The Atlantic, January 31, 2022: Old songs now represent 70 percent of the U.S. music market, according to the latest numbers from MRC Data, a music-analytics firm. Those who make a living from new music—especially that endangered species known as the working musician—should look at these figures with fear and trembling. But the news gets worse: The new-music market is actually shrinking. All the growth in the market is coming from old songs.

 

Most of the Olympic games of the past 10-30 years imho have increasingly lost their pull and prestige. That's the case with other things too, such as a lot of movies or TV shows. Also events like the Academy or Grammy Awards. Same thing with a lot of today's celebrities.

Something about the cluster of games in the 2000s - 2000 Sydney, 2004 Athens, 2008 Beijing, 2012 London - after 1996 Atlanta - for me increasingly saw the games become less and less prestigious. 2016 Rio and Tokyo 2020-2021 (no fault of Japan) really deflated them. The oddness of Paris 2024 continued the pattern. It made me almost nostalgic for the Centennial games in Atlanta, which had a better profit/loss than Paris did.

It's gotten to where the only thing a summer games can count as an achievement if it's able to keep the budget under control.