The Americans are not wasting any time. With seven years to go before the Olympics, NBCUniversal, Team USA and the Los Angeles 2028 Games organising committee have decided to sign a partnership agreement with the Californian company Salesforce, the world customer relationship tools leader. The contract announced this week runs for the next seven years. It makes Salesforce a founding partner of the LA 2028 Games, the highest level of the national marketing programme. It includes support for NBCUniversal’s coverage of the Olympic and Paralympic Games across all its channels and platforms. As such, the American company with more than 100,000 clients, including Pernod Ricard, Renault, Engie and Suez, will sponsor the broadcasting group’s programmes, starting next summer at the Tokyo Games. NBCUniversal will use the technology developed by Salesforce to create and animate a community of fans of the Olympic and Paralympic Games.
