Brands Look to LA28 With a New Sports Marketing Game Plan

The Los Angeles 2028 Olympic and Paralympic Games are already determining the next phase of global sports marketing. More than two years before the opening ceremony, brands, rights holders and media organisations are shifting their attention to LA28, with sponsorship discussions, commercial partnerships and long-term campaign planning gathering pace across the industry. 

The growing interest reflects a broader change in how brands approach major sporting events. Instead of concentrating activity around the Games themselves, many are developing strategies that span the entire Olympic cycle, using athlete partnerships, digital engagement and year-round storytelling to connect with audiences over a longer period.

As preparations continue, LA28 is emerging as one of the most significant commercial opportunities on the global sporting calendar, influencing how brands invest in sports sponsorship and engage with fans in the lead-up to one of the world's biggest sporting events.

Why LA28 Is Already a Marketing Priority

LA28 presents a significant opportunity for brands, particularly those looking to strengthen their presence in one of the world's largest consumer markets. With the Games taking place in Los Angeles, businesses have greater flexibility to plan activations, collaborate with local partners and engage audiences across multiple media channels.

For marketers, the advantages include:

• Simpler campaign planning with established venues, media networks and commercial infrastructure.
• Access to a large and highly engaged consumer market with global influence.
• A longer planning window to develop sponsorships, creative campaigns and athlete partnerships before the Games begin.

As interest in LA28 continues to grow, competition for premium sponsorship rights and high-profile marketing opportunities is expected to intensify. Brands that begin planning early are more likely to secure strategic partnerships and develop campaigns with lasting impact, rather than competing for limited opportunities closer to the event. This mirrors what we saw ahead of Paris 2024, when our Olympic countdown campaign at Covent Garden generated momentum for brands months before the opening ceremony. 

Global Attention Turns Towards LA28

Momentum behind LA28 has continued to grow since the conclusion of Paris 2024 and other major international sporting events.

The road to LA28 is already taking shape across the media industry, with broadcasters introducing audiences to the next Olympic cycle well before the Games begin. The early activity reflects the growing importance of long-term planning around major sporting events. At the same time, new commercial partnerships continue to strengthen the Olympic ecosystem, with technology companies expected to play an increasingly important role in fan experiences, digital engagement and event operations.

The Olympic programme itself is also evolving.

LA28 will introduce sports including cricket, flag football, lacrosse, squash and baseball/softball, creating fresh sponsorship opportunities for brands looking to reach new audiences and engage growing fan communities.

These developments are encouraging marketers to think beyond traditional Olympic advertising and towards integrated campaigns that connect with fans over several years.

What Brands Are Actually Doing for LA28

As preparations for LA28 gather pace, brands are taking a different approach to Olympic marketing than in previous cycles. Instead of concentrating activity around the Games themselves, many are developing longer-term strategies designed to build visibility well before the opening ceremony.

This shift reflects changing audience behaviour, evolving media consumption and a greater emphasis on sustained engagement rather than short-term exposure.

Athlete Partnerships Are Starting Earlier

Athlete partnerships are increasingly being established years before the Olympic Games.

Brands are increasingly partnering with emerging athletes throughout their qualification journey, creating opportunities to build authentic relationships well before the games begin. This allows partnerships to develop more naturally while giving audiences the opportunity to follow an athlete's progress over time.

The result is a more authentic connection that extends beyond the Games themselves.

Community Activations Are Gaining Momentum

With Los Angeles preparing to welcome the Olympic Games, brands are also exploring ways to connect with local communities in the years leading up to the event.

From cultural initiatives and fan experiences to community programmes and city-wide activations, organisations are looking beyond traditional advertising to create a stronger presence around the host city. These initiatives are expected to become more visible as LA28 draws closer.

Long-Term Planning is Replacing Event Led Campaigns

Another notable trend is the move towards longer planning cycles.

Instead of viewing the Olympics as a standalone marketing opportunity, many brands are integrating LA28 into broader sports sponsorship strategies that span several major sporting events. This approach allows campaigns to evolve over time while maintaining a consistent presence across the international sporting calendar.

Broadcasters Are Also Contributing To The Growing Focus On LA28

Broadcasters are playing a significant part in accelerating this shift. Media companies with Olympic broadcast rights are already promoting LA28 as a marketing opportunity, encouraging advertisers to commit early rather than waiting until closer to the Games. This mirrors a pattern seen ahead of previous Olympics, where early movers secured better placement, pricing, and creative control over their campaigns.

If you're considering sports sponsorship as part of your strategy for LA28 or other major sporting events, get in touch with World Sports Advertising to discuss opportunities.