Des Jeux Olympiques Coca-Cola ? À Los Angeles, les JO 2028 risquent de se faire sponsoriser

Updates on the Los Angeles 2028 Olympic Games

The Los Angeles 2028 Olympic Games will introduce a new program allowing brands to associate their names with competition sites. This initiative marks the first time in Olympic history that naming rights will be offered to commercial partners.

Casey Wasserman, the President of Los Angeles 2028, has announced the launch of this program, which aims to generate additional commercial revenue. The organizing committee is targeting $2.5 billion in funds, significantly exceeding the $1.2 billion collected by Paris 2024.

The International Olympic Committee (IOC) has historically restricted such commercial partnerships. However, the new program allows non-TOP partner brands to participate, provided they sign an additional contract for the duration of the Games. TOP sponsors, which enjoy exclusivity, will not face competition from these new partnerships.

The first-ever program allowing naming rights for Olympic sites has been announced. The program is expected to raise $2.5 billion for the Los Angeles 2028 Games. Non-TOP partner brands can participate with an additional contractual agreement.

D’après Presse-citron.