LA 2028

What LA 2028 does

LA28 (Los Angeles Organizing Committee for the Olympic and Paralympic Games 2028) is the independent, privately funded, 501(c)(3) nonprofit organizing committee responsible for staging the 2028 Summer Olympic Games (July 14-30, 2028) and Paralympic Games (August 15-27, 2028) in Los Angeles. The organization operates under license from the International Olympic Committee (IOC) and International Paralympic Committee (IPC), with commercial rights managed jointly with the United States Olympic & Paralympic Properties (USOPP). LA28's core product portfolio comprises the Games themselves — 55+ sports, 800+ events, and 3,000+ hours of live action — delivered across existing LA infrastructure (LA Memorial Coliseum, Intuit Dome, SoFi Stadium) and Oklahoma City, without constructing new permanent venues. Underlying technology is delivered through a partner stack: Google Cloud and AI for NBCUniversal broadcast integration, Cisco AI-powered networking, Snowflake for data collaboration, and Autodesk for venue design and fabrication.

Revenue is generated through four primary streams: tiered sponsorship programs (10 Worldwide Partners including Airbnb, Alibaba, Allianz, Coca-Cola/Mengniu, Deloitte, JPMorganChase, P&G, Samsung, TCL, Visa; 5 Founding Partners; 25+ Official Partners including Nike, Ralph Lauren, Cisco, Autodesk, Cedars-Sinai; Official Supporters; and Official Providers), ticket sales via Official Ticket Service Providers AXS and Eventim (with verified resale launching 2027 through AXS, Eventim, Ticketmaster, and Sports Illustrated Tickets), official hospitality packages through On Location (hospitality.la28.org), and merchandise through shop3.olympics.com and official licensees Fanatics and Oakley. Distribution reaches global audiences via NBCUniversal's US broadcast rights (through 2036) and international broadcast partners. The workforce targets approximately 5,000 employees plus a 60,000-person Games-time volunteer crew. Headquartered at 1150 S. Olive St., Suite 700, Los Angeles, with CEO Kathy Carter and Chairman Casey Wasserman leading the organization.

Name

LA 2028

Legal name

Los Angeles Organizing Committee for the Olympic and Paralympic Games 2028

Website

https://la28.org

Company type

Private

Founded year

2017

Operating status

Operating

Headcount range

101–250 employees

Short description

LA28 is the independent nonprofit organizing committee staging the 2028 Los Angeles Olympic and Paralympic Games (July 14 - August 27, 2028), funded by corporate sponsorships, ticket sales, hospitality packages, and merchandise, delivering 55+ sports across existing LA and Oklahoma City venues.

Ownership category

akta.pro rank

Product category

Sports Event Management / Olympic Games Organization

NAICS

Spectator Sports (71121), Other Spectator Sports (711219)

SIC

Services-Miscellaneous Amusement & Recreation (7990)

akta.pro primary industry

International Multi-Sport Games Organizing Committees (e.g., Olympics, Commonwealth) (MPAKADAJ)

akta.pro secondary industries

Olympic & Multi-Sport Movement Organizations (NOCs, Olympic Committees) (MPAKACAI), International Sport Federations (IFs) (MPAKAFAB)

Keywords

• Olympic games organization
• Paralympic games hosting
• Event ticketing services
• Official hospitality packages
• Sports merchandise licensing

Headquarters

HQ city

Los Angeles

HQ country

United States

HQ region

North America

Offices1 record

Markets served

GTM type

B2C

Offering type

Services

Cost components

Personnel, Operations, Technology or R&D, Marketing or Sales, Infrastructure, Others

Revenue model

1. Sponsorship and Partnership Revenue: LA28 generates revenue through tiered sponsorship programs including Worldwide Partners (Airbnb, Alibaba, Allianz, Coca-Cola/Mengniu, Deloitte, JPMorganChase, P&G, Samsung, TCL, Visa), Founding Partners (Comcast, Intuit, Delta, Google, Honda), Official Partners (Chase, Korn Ferry, Starbucks, AECOM, Cisco, Fanatics, Lilly, Nike, Ralph Lauren, Sunbelt Rentals, Uber, Archer, Autodesk, CDW, Cedars-Sinai, DICK'S Sporting Goods, Guild, Hershey, Highland Electric Fleets, Oakley, Ottobock), Official Supporters (Michelob Ultra, Ottobock), and Official Ticketing/Hospitality Providers. Sponsorship extends through 2032 for many partners.
2. Ticket Sales: LA28 sells primary tickets through its Official Ticket Service Provider AXS and Eventim. Ticket draw registrations are open globally. Drop 2 ticket sales opened August 10, 2026. A verified multi-platform ticket resale program through AXS, Eventim, Ticketmaster, and Sports Illustrated Tickets opens in 2027. Paralympic tickets available starting 2027.
3. Official Hospitality Packages: LA28 sells official hospitality packages combining tickets with lounge access and elevated service, powered by On Location and available for purchase on the hospitality.la28.org platform.
4. Merchandise and Licensing: LA28 generates revenue through merchandise sales including the LA28 Superbloom Collection, LA28 x Nike, Heritage Collection, LA28 x NBA All-Star Game Collection, and Los Angeles 1984 x Dodgers collaboration, sold through shop3.olympics.com and official licensees including Fanatics (official e-commerce provider) and Oakley (official licensee).

Pricing tiers

Go-to-market motion1 record

Distribution channels5 records

Marketing channels7 records

Core offering

LA28 is the Los Angeles Organizing Committee for the 2028 Olympic and Paralympic Games. It organizes and delivers the Olympic Games (July 14-30, 2028) and Paralympic Games (August 15-27, 2028) across 55+ sports and 800+ events. Its direct consumer offerings include official ticket sales through AXS and Eventim, official hospitality packages via On Location, and official merchandise sold through shop3.olympics.com and licensed partners.

Product overview

LA 2028 (LA28) is the organizing committee for the Los Angeles 2028 Olympic and Paralympic Games. The organization offers a portfolio of products and services centered on the Olympic Games (July 14-30, 2028) and Paralympic Games (August 15-27, 2028). Core offerings include: official ticket sales through a ticket draw system, official hospitality packages through On Location, the LA28 Volunteer Program presented by Delta Air Lines, and official merchandise through the LA28 Shop. The LA28 Shop features branded merchandise including the Superbloom Collection, NBA All-Star Game Collection, LA28 x Nike, Heritage Collection, and Los Angeles 1984 x Dodgers collaborations. The Cultural Olympiad provides cultural programming, and the Resilience Champions Fund supports community initiatives. A verified multi-platform ticket resale program with AXS and Eventim will open in 2027.

Differentiator

Problem solved

Functional benefit

Products and services

• LA28 Olympic Games
• LA28 Paralympic Games
• LA28 Ticket Draw / Primary Ticket Sales
• Official Hospitality Packages

Quantifiable outcome

• 800+ Olympic and Paralympic events across 55+ sports
• +3 more outcomes

Named customers1 record

Segments3 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature3 records

Partnerships

40 partnerships are on record, tiered core and flagship.

• OttobockcoreStrategic or Co-development Partner · 26 June 2026Ottobock is the Official Prosthetics, Orthotics, and Wheelchair Repair Services Provider for LA28. With over 9,000 employees and 400+ patient care centers worldwide, Ottobock has been the Official Technical Service Partner at every Paralympic Games since 1988, providing free repair and maintenance for athletes' equipment.
• MuscocoreTechnology or Integration · 16 June 2026Musco is the Official Sport Presentation and Broadcast Lighting Provider for LA28, providing lighting solutions for sport presentation and broadcast coverage at venues.
• Delta Air LinesflagshipGTM or Marketing Partner · 15 June 2026Delta Air Lines is the Presenting Partner of the LA28 Volunteer Program and the Official Airline. With 100,000 employees and up to 5,000 daily flights to 290+ destinations across six continents, Delta serves over 200 million customers annually. Delta's commitment to community engagement aligns with LA28's mission, turning values into action from local neighborhood volunteering to welcoming the world in 2028.
• JPMorganChaseflagshipStrategic or Co-development Partner · 28 April 2026JPMorganChase is the Worldwide Banking Partner of Team USA and LA28. The firm moves nearly $12 trillion daily in more than 120 currencies across 160+ countries. JPMorganChase supports athletes with financial health workshops, strengthens local businesses, and invests in communities to ensure LA28 has a positive and lasting impact beyond the Closing Ceremony.
• GoogleflagshipTechnology or Integration · 9 October 2025Google is a top-tier sponsor for LA28 and NBCUniversal, serving as the Official Search and Cloud Partner. The partnership includes integration of Google Search, Cloud, and AI tools into NBCUniversal's coverage, positioning Google as a core technology provider for the Games.
• SnowflakecoreTechnology or Integration · 9 June 2025Snowflake is the Official Data Collaboration Provider for LA28, Paralympics, and Team USA, serving as the core infrastructure layer for enterprise AI. This partnership positions Snowflake at the center of data operations for the Games.
• AirbnbflagshipStrategic or Co-development Partner · 1 January 2019Airbnb is a Worldwide Partner of LA28 as the Unique Accommodation Partner. With more than 7 million lodging options and 50,000 experiences in 191 countries, Airbnb helps create a new standard of hospitality that benefits host cities, spectators, fans, and athletes. Airbnb has been a Worldwide Olympic Partner since 2019 and is committed to economically empowering, socially inclusive, and environmentally sustainable travel options.
• Alibaba GroupflagshipStrategic or Co-development Partner · 1 January 2017Alibaba Group is a Worldwide Partner as the E-commerce Platform Partner. Since 2017, Alibaba's e-commerce platforms have been fundamental to driving the digital transformation of the Olympic and Paralympic Games. Alibaba aims to make it easy to do business anywhere, with a long-term goal of serving 2 billion consumers and supporting 10 million small businesses globally.
• ComcastflagshipStrategic or Co-development PartnerComcast is a Founding Partner and the Official Wireless Communications Services Provider. Comcast reaches hundreds of millions of customers globally and has been a proud sponsor of Team USA since 2018. NBC, owned by Comcast, holds US broadcasting rights for the Olympic and Paralympic Games through 2036.
• IntuitflagshipStrategic or Co-development PartnerIntuit is a Founding Partner and the Official Personal and Small Business Financial Software Partner. Through TurboTax, Credit Karma, QuickBooks, and Mailchimp, Intuit serves approximately 100 million consumers, businesses, and accountants. The Intuit Dome arena will host all Olympic basketball games.
• AllianzflagshipStrategic or Co-development PartnerAllianz is a Worldwide Partner as the Insurance Partner. With 157,000+ employees in 70 countries serving 125 million customers, Allianz provides comprehensive insurance and assistance solutions. Through the partnership with IOC, IPC, and LA28, Allianz delivers innovative and integrated insurance solutions for the Games, fans, teams, and athletes.
• Coca-Cola / MengniuflagshipStrategic or Co-development PartnerCoca-Cola is the Non-Alcoholic Beverages and Dairy Worldwide Partner, celebrating 100 years of Olympic partnership in 2028. Coca-Cola is the longest-standing Olympic Movement partner and a founding member of the TOP program. Mengniu, a leading Chinese dairy manufacturer, joins as part of the first joint TOP agreement, extending the partnership to 2032.
• DeloitteflagshipStrategic or Co-development PartnerDeloitte is the Worldwide Management Consulting Partner and an Official Advisor to LA28, providing cutting-edge solutions for the core infrastructure of the 2028 Games. As a Worldwide Olympic Partner through 2032, Deloitte leverages deep management consulting expertise to help the IOC realize its Agenda Olympic 2020+5 strategic roadmap.
• P&GflagshipStrategic or Co-development PartnerP&G is the Personal and Home Care Products Worldwide Partner. With brands including Pampers, Gillette, Ariel, and Head & Shoulders, P&G has been a Worldwide Olympic Partner since 2010 and extended the partnership through LA28 and Paralympic rights.
• SamsungflagshipStrategic or Co-development PartnerSamsung is the Worldwide Smartphones Partner, elevating its relationship from local sponsor at Seoul 1988 to Worldwide Olympic Partner since Nagano 1998. Samsung continues to demonstrate 'Innovation for All,' enabling families, athletes, fans, and consumers to access innovative technologies for a more connected experience.
• TCLcoreStrategic or Co-development PartnerTCL (The Creative Life) is a Worldwide Partner for Home Audio/Video Equipment and Home Appliances. Founded in 1981, TCL operates in 160+ countries with 46 R&D centers and 38 manufacturing plants globally.
• VisaflagshipStrategic or Co-development PartnerVisa is the Worldwide Payments Technology Partner and Official Way to Pay. Processing over 500 million transactions daily (200 billion annually), Visa is the Official Payment Technology Partner of the Games since 1986 and the first global partner of the IPC since 2003. Visa supports athletes and youth globally through Olympic programs.
• ChasecoreStrategic or Co-development PartnerChase, part of JPMorganChase, is the Official Retail Bank of Team USA and LA28. With 5,000+ branches in 48 contiguous states and Washington D.C., Chase serves 86 million+ consumers and 7.4 million small businesses, with 330+ branches and 6,000 employees in the Los Angeles metro area.
• HondacoreStrategic or Co-development PartnerHonda is the Official Automotive Partner. With 30,000+ associates in the US, Honda operates 12 major manufacturing facilities and works with 600 US suppliers. In 2024, nearly two-thirds of Honda and Acura vehicles sold in the US were produced domestically.
• StarbuckscoreStrategic or Co-development PartnerStarbucks is the Official Coffee Partner. Since 1971, Starbucks has been committed to ethical sourcing and roasting of high-quality arabica coffee, operating 40,000+ stores worldwide as the premier specialty coffee roaster and retailer globally.
• AECOMcoreStrategic or Co-development PartnerAECOM is the Official Venue Infrastructure Partner. With a portfolio of 150+ iconic stadiums and arenas, AECOM is helping to redefine the future of the Games through architecture, engineering, planning, program management, and construction management via AECOM Hunt, aiming to improve athlete and spectator experience.
• CiscocoreTechnology or IntegrationCisco is the Official Network Equipment Partner, providing secure AI-powered network infrastructure that delivers unprecedented visibility and insights across the digital footprint of the Olympic and Paralympic Games.
• FanaticscoreChannel Partner/ Reseller/ DistributorFanatics is the Official Licensee and official e-commerce provider of Team USA. Product categories include fan apparel and accessories, lifestyle and streetwear, headwear and hard goods, physical and digital trading cards, and sports memorabilia.
• NikecoreStrategic or Co-development PartnerNike, headquartered near Beaverton, Oregon, is the Official Apparel Provider, serving as the world's premier designer, marketer, and distributor of authentic footwear, apparel, equipment, and accessories for a wide variety of sports and fitness activities.
• Ralph LaurencoreStrategic or Co-development PartnerRalph Lauren is the Official Apparel Provider, serving as the official outfitter of the US Olympic and Paralympic Team for Opening and Closing Ceremonies and Village wear since 2008. The 2028 partnership marks a 20-year association with Team USA.
• Sunbelt RentalscoreStrategic or Co-development PartnerSunbelt Rentals is the Official Equipment Rental Solutions and Services Partner. With 22,000 rental experts, 1,400+ locations, and a fleet exceeding $17 billion, Sunbelt Rentals helps professionals and enthusiasts complete projects across commercial, industrial, residential, and municipal sectors.
• UbercoreStrategic or Co-development PartnerUber is the Official Ridesharing and On-Demand Delivery Partner. Started in 2010 to solve simple transportation problems, Uber has grown to 61 billion+ trips and develops products connecting people, food, and goods to where they want to be.
• ArchercoreTechnology or IntegrationArcher is the Official Air Taxi Provider, designing and developing key technologies and aircraft to power the future of aviation, with a focus on urban air mobility solutions.
• AutodeskcoreTechnology or IntegrationAutodesk is the Official Design and Manufacturing Platform, using its technology to design and construct LA28 venues without new permanent venues, employing smart infrastructure and sustainable solutions to create a lasting legacy.
• CDWcoreTechnology or IntegrationCDW is the Official IT Equipment Services and Solutions Provider for LA28, Team USA, and the US Paralympic Team, serving enterprise, government, education, and healthcare customers in the US, UK, and Canada with multi-brand technology solutions.
• Cedars-SinaicoreStrategic or Co-development PartnerCedars-Sinai is the Official Medical Provider for LA28 and Team USA, advising on medical service planning and providing world-class healthcare to athletes, coaches, team staff, and visitors from around the world at 200+ locations across Southern California.
• DICK'S Sporting GoodscoreChannel Partner/ Reseller/ DistributorDICK'S Sporting Goods is the Official Sporting Goods Retail Partner, founded in 1948 and headquartered in Pittsburgh, serving athletes and outdoor enthusiasts across 800+ DICK'S Sporting Goods and DICK'S House of Sport stores, online, and via mobile app.
• GuildcoreStrategic or Co-development PartnerGuild is the Official Education, Training, and Career Mobility Provider for Team USA and LA28. A B Corp-certified company, Guild provides education and skills development programs, talent insights, and personalized coaching to help athletes build competitive careers alongside their sports achievements.
• HersheycoreStrategic or Co-development PartnerHershey is the Official Chocolate and Confectionery Provider. Headquartered in Hershey, Pennsylvania, with 20,000+ employees and $11.2 billion in annual revenue, Hershey has supported Team USA and athletes since 2015.
• Highland Electric FleetscoreStrategic or Co-development PartnerHighland Electric Fleets is the Official Electric School Bus Provider. Founded in 2019, Highland is North America's leading provider of Electrification-as-a-Service, collaborating with school districts, municipalities, and fleet operators to make the transition to electric fleets accessible and affordable.
• OakleycoreChannel Partner/ Reseller/ DistributorOakley is an Official Licensee. Established in 1975 and headquartered in Southern California, Oakley is a leading sports product design and performance brand with 900+ patents, known for eyewear, apparel, and accessories trusted by world-class athletes.
• LillycoreStrategic or Co-development PartnerLilly is the Official Prescription Medicines Partner, transforming science into healing to improve lives worldwide. With nearly 150 years of pioneering discoveries, Lilly's medicines help tens of millions of people, including through innovative clinical trials that reflect the diversity of the world.
• Korn FerrycoreImplementation/ SI/ Consulting PartnerKorn Ferry is the Official Talent and Organization Consulting Partner, focused on empowering the people behind LA28: leaders, teams, and systems that make Olympic and Paralympic moments possible.
• OmegaflagshipStrategic or Co-development PartnerOMEGA is the Official Timekeeper of the Olympic and Paralympic Games, having first provided timing services at the Los Angeles 1932 Games. OMEGA has committed to continue as Official Timekeeper through 2032, marking its 33rd timing role at the Olympic Games at LA28.
• Michelob UltracoreGTM or Marketing PartnerMichelob ULTRA is an Official Beer Sponsor of Team USA and LA28. With only 95 calories and 2.6 grams of carbohydrates, Michelob ULTRA is the fastest-growing beer in the industry, celebrating the active, balanced lifestyle of social, Olympic, and Paralympic athletes.

Scale indicators7 records

Recent moves6 records

Expansion highlights6 records

Others

• On Location: Official hospitality provider for LA28, packaging tickets with premium experiences. Comparable as a high-end event-hospitality platform serving major sports and entertainment events including prior Olympic Games.
• Fanatics: Official e-commerce and licensing partner for LA28 and Team USA. Comparable as a major sports merchandise and licensing platform that monetizes event-driven consumer demand at scale.

Broad incumbents

• International Paralympic Committee (IPC): Governing body for the Paralympic Movement that co-governs the Paralympic Games with the IOC. Direct counterpart to LA28's Paralympic program and partner through Ottobock and other adaptive sport sponsorships.
• United States Olympic & Paralympic Committee (USOPC): National Olympic Committee for the United States. While broader in scope (long-term Team USA management), it is the domestic IOC counterpart to LA28 and co-owns United States Olympic & Paralympic Properties (USOPP) for marketing rights.
• International Olympic Committee (IOC): Governing body that owns the Olympic brand, controls TOP sponsor contracts, distributes broadcast revenue, and charters LA28. Operates broadly in the same Olympic ecosystem but as regulator and rights holder rather than event organizer.
• FIFA (Fédération Internationale de Football Association): Organizer of the FIFA World Cup, the other mega-scale recurring global sporting event. Comparable in scale of sponsorship, broadcast rights, host-city logistics, and reliance on a single quadrennial event window for revenue concentration.

Direct peers

• Paris 2024 Organizing Committee (COJOP): Organizing committee for the Paris 2024 Olympic and Paralympic Games, the most recent and most directly comparable prior Summer Games host. Shares the same mandate, IOC governance structure, sponsorship tiers, and operational challenges as LA28.
• Atlanta Committee for the Olympic Games (ACOG) - historical: Historical US-based Olympic organizing committee (1996 Atlanta Games). Comparable as a US-based Summer Games organizing committee with similar operational mandate and USOPC relationship, though no longer operating.
• Tokyo Organising Committee for the Olympic and Paralympic Games: Organizing committee for Tokyo 2020 (held 2021). Direct peer as a multi-sport Olympic organizing committee with similar IOC/IPC dependency, sponsorship model, and event-delivery mandate.
• Brisbane Organising Committee for the 2032 Olympic and Paralympic Games: Organizing committee for the next Summer Games after LA28. Direct peer operating under the same IOC framework with overlapping sponsor cohorts and similar organizing-committee mandate.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat6 records

Key risks6 records

Key highlights7 records

Customer concentration

• Xx.com/LA2028
• Instagraminstagram.com/la28

Revenue estimate

Valuation estimate

Number of profiles

Profiles2 records

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about LA 2028