Starbucks Joins LA28’s Top Tier Set

The Los Angeles 2028 Olympic and Paralympic Games have added another global powerhouse to their sponsorship roster. Starbucks has been announced as the official coffee partner of LA28 and Team USA, joining Delta, Honda and Comcast in the founding partner line-up. This deal not only cements Starbucks as a cultural icon but also highlights the value of sports partnerships for global brands.

A founding partner for a global stage

Founding partnerships represent the highest domestic sponsorship tier for the Games. Reports suggest deals in this category are worth around $200 million, making Starbucks’ entry a major investment into sports advertising. For Starbucks, it is the first Olympic and Paralympic partnership in its history, signalling a strategic move into the heart of one of the most-watched events on the planet.

At LA28, Starbucks will serve athletes, volunteers and fans at competition venues, volunteer hubs and specially designed coffeehouses within the Olympic and Paralympic Village. The brand promises to bring its trademark community-driven ethos to the Games, creating a welcoming space for athletes from around the world.

Sponsorship value and commercial benefits

The LA28 organising committee is aiming to generate around $2.5 billion in sponsorship revenue. Allowing brands to purchase naming rights to venues has already seen Honda and Comcast strike landmark deals. For Starbucks, this partnership goes beyond coffee sales: it represents cultural engagement, athlete storytelling and unique activations.

As part of its agreement, Starbucks will also enjoy exclusivity across NBCUniversal’s Olympic and Paralympic coverage. This guarantees the coffeehouse chain unparalleled visibility across U.S. broadcasting and digital platforms, ensuring deep consumer engagement in one of the biggest sports spectacles worldwide.

Building brand equity through athlete connection

The partnership extends into the Starbucks Elite Athlete Programme, supporting Olympians and Paralympians who also work as Starbucks partners. One standout example is Paralympic gold medallist Rebecca Hart, who proudly represents Team USA and Starbucks simultaneously.

For brands considering Olympic sponsorship, this highlights the power of aligning with athlete stories to foster authenticity. From coffee activations in the village to tailored brand campaigns, LA28 provides a blueprint for how businesses can engage with audiences in meaningful ways.

Why LA28 matters for global brands

With Los Angeles hosting for the first time since 1984, the LA28 Games promise to be a cultural and commercial showcase. Brands entering at this level gain more than exposure; they become part of the fabric of a historic global event.

For companies exploring opportunities, the Olympics offer everything from venue branding to activations that connect directly with fans. Combined with long-term visibility across platforms and the chance to link with household names in sport, the potential for return on investment is immense.

To understand the broader potential of Olympic advertising, explore our dedicated section on Olympic sports or see how B2B businesses are already thriving with marathon sponsorships in our latest feature.

FAQs

Why did Starbucks partner with the LA28 Olympics?

Starbucks joined as a founding partner to strengthen its cultural presence, serve athletes and fans, and connect with global communities through sports advertising.

What benefits do founding partners receive at LA28?

Founding partners receive top-tier visibility, venue activations, broadcast exclusivity and the chance to shape long-term commercial strategies around the Games.

How much revenue is LA28 expected to generate from sponsorships?

The LA28 Games are projected to raise around $2.5 billion in sponsorship revenue, with opportunities across naming rights, activations and athlete storytelling.

What makes the Olympics valuable for brands?

The Games provide unmatched global reach, authentic athlete connections and long-term exposure, making them a premier stage for sports partnerships.