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NBCUniversal and LA 2028 have set a far-reaching advertising partnership that allows for the coordinated sale of sponsor opportunities for four Olympic cycles culminating with the 2028 Summer Games in Los Angeles.
The deal calls for NBCUniversal to make a significant financial commitment to LA 2028 and its effort to raise $2.5 billion in sponsorship dollars to help pay for the 2028 games in the Golden State.
Casey - Wasserman - Chair - LA - Group
Casey Wasserman, chair of the non-profit LA 2028 organizing group, approached NBCUniversal last year with an idea for a partnership with the U.S. Olympic Committee that would allow NBCUniversal to offer long-term deals to partners for TV, digital, live event advertising, as well as brand activations and associations with Team USA, among other Olympic “touchpoints,” as NBCU put it. The events covered under the deal include the Olympic and Paralympic games coming to Beijing in 2022 (winter), Paris in 2024 (summer), 2026 (winter, host city to be selected in June) and Los Angeles in 2028.
“This creates an opportunity to go to marketers with sponsor opportunities that offer the most relevant and straightforward and effective opportunities at a time when advertisers needs that most,” Wasserman told Variety. “NBCUniversal understands the value of storytelling and the value of the Olympic games. They understand the challenges advertisers face. They can create opportunities with the most important sports event in the world and with the scope and scale of NBCUniversal.”
Sales - Effort
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