The big maneuvers begin for Los Angeles 2028. Unsurprisingly, they do so in the field of marketing. With an ambitious goal: to raise the sum of $2,5 billion in national partnership contracts.
According to Sports Business Journal, the LA 2028 marketing operation began last week with the creation of a dedicated structure, set up jointly by the organizing committee and the American Olympic Committee (USOC). Its board of directors will consist of Casey Waserman (pictured above, right, with Los Angeles Mayor Eric Garcetti), LA 2028 President Larry Probst, his USOC counterpart Sarah Hirshland, the new executive director of the USOC, plus three members appointed by Casey Wasserman.
This structure should not lack arms. Sports Business Journal reveals that around thirty employees from the USOC marketing department are expected to join it in the coming weeks, including its manager, Lisa Baird.
Under IOC rules, LA 2028 will not be able to sign any sponsorship contract before January 1, 2019. The same rule applies to Paris 2024. But the Americans are now embarking on an approach phase. According to figures in the application, it will cost at least $100 million to move up to the highest tier, the “gold” partners, of the national marketing program.
Casey Wasserman is not afraid to announce the color by setting the cursor at 2,5 billion dollars in sponsorship. Ambitious. But under an agreement already signed, the USOC must provide a little less than 20% ($488 million). For the rest, the boss of the 2028 Games shows his confidence: “ We would never have set such a goal if we did not have every reason to believe that we can achieve it. For the first time in history, we can offer future sponsors a 10-year Olympic partnership"
By engaging with the USOC and LA 2028, a Games partner could associate its name with the American team at the Beijing Games in 2022, Paris in 2024, then at the Winter Games in 2026, including the host city will be appointed in September 2019.
According to Casey Wasserman, the idea of a “bundled sale” of marketing rights with Paris 2024 is gaining ground. The two teams are only at the discussion stage. But the Californian believes it is possible to establish a joint offer in the most operational areas of the Games, including technology or infrastructure. A partner could thus associate its name with two consecutive editions of the Summer Games.
By aiming for a jackpot of $2,5 billion in marketing, the Californians want to be ambitious, of course, but at the same time quite cautious. Two years before the Tokyo 2020 Games, the Japanese have already done better: their national sponsorship program stands at a record sum of $3 billion.
But Casey Waserman knows it: the attribution to the United 2026 file (United States, Mexico and Canada) of the Football World Cup in 2026 could clutter the field. The LA 2028 team will face stiff competition.
