In a first of its kind offering, LA28 and NBCUniversal announced a partnership in April 2019 to give brands the ability to connect with audiences across multiple Olympic and Paralympic touchpoints including sponsorship, activation and media.
Through this unique partnership, brands have unparalleled access to the excitement surrounding the Olympic and Paralympic Movements over an extended period of time, concluding with LA28, when the Summer Games returns to the U.S. for the first time in 32 years.
“Nothing brings people together like the pure emotional power of the Olympic Games,” said NBCUniversal Chairman of Ad Sales & Client Partnerships Linda Yaccarino. “This partnership is a true first for the industry, and gives marketers the opportunity to make an unrivaled economic and cultural impact.”
Through this alliance, marketers now have a single point of entry to create a massive, cross-platform Olympic and Paralympic partnership in the United States. Brands will have the ability to participate in all aspects of the Movement with access to IP rights, product marketing, local activation and NBCUniversal’s comprehensive, multi-screen coverage of the Games for the next decade.
“We’re at an inflection point in the sports, lifestyle and live event business that demands a complete reimagining of the model and approach to embracing and involving marketers,” said LA28 Chairperson Casey Wasserman. “I am so proud to partner with NBCUniversal and their team of innovators to bring the true promise of the Games to audiences in a way that is more connected and relevant.”
The partnership covers rights to the LA28 Games and Team USA’s participation in four Olympic and Paralympic Games including Beijing 2022, Paris 2024, Milan Cortina 2026 and Los Angeles 2028.