Los Angeles Olympics hit $2 billion in sponsorships, topping Paris games

"The LA games inked almost $1 billion worth of deals in 2025 with brands including Honda, Uber, Intuit, Google and Starbucks, and there are a couple more big names coming early next year with each valued at more than $100 million, according to John Slusher, who oversees revenue for the LA28 organizing committee. The sponsorships are a combination of cash, goods and services, such as naming rights, sports gear, memorabilia, advertising and health care."

"Raising sponsorship money is key for the organizers to shield taxpayers from picking up the tab for the games at a time when the city already faces budget cuts to police and the fire department. In case of cost overruns, the LA Olympic bid guaranteed an initial $250 million from the city followed, if needed, by another $250 million from the state. LA would also be on the hook for any liabilities beyond that."

The 2028 Los Angeles Olympics and Paralympics have signed more than $2 billion in sponsorship and licensing deals, surpassing the 2024 Paris games more than two years before opening ceremonies. Almost $1 billion in deals were secured in 2025 with brands including Honda, Uber, Intuit, Google and Starbucks, and additional partners valued at over $100 million are expected. Sponsorships combine cash, goods and services such as naming rights, sports gear, memorabilia, advertising and health care, and the organizing committee aims to raise $2.5 billion from sponsorships and licensing. The games budget estimate increased to $7.15 billion from an original $5.3 billion bid, with the city and state each guaranteeing $250 million initially for cost overruns. Historical context notes the 1984 Los Angeles Games turned a profit largely due to corporate sponsorship; Paris reported $1.3 billion in sponsorship revenue while Tokyo recorded $3.2 billion.

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