JPMorgan secures landmark global banking partnership for LA 2028

The deal signals a major shift for the Olympic organization as it attempts to stabilize its revenue model following the departure of marquee sponsors like Panasonic, Toyota, and Bridgestone at the end of 2024. While specific financial terms remain undisclosed, industry estimates place the value of such high-level partnerships at upwards of $200 million per four-year cycle. John Slusher, CEO of U.S. Olympic and Paralympic Properties, described the commitment as a cornerstone of the Games' commercial future.

To facilitate this level of investment, organizers have consolidated sponsorship rights into a single joint venture. This structure allows partners to manage their involvement across Team USA, the Paralympics, and the LA Games through one unified contract. Beyond traditional branding, the partnership includes expanded marketing reach, such as a 100-day torch relay spanning all 50 states and venue naming rights. Slusher noted that the organization is navigating a delicate balance between maximizing essential commercial revenue and maintaining the cultural integrity of the Olympic brand.