2028 Olympic Games
Guild in, Salesforce out, as LA28 programme rings changes
The organisers of the 2028 Los Angeles Olympic Games have lost one major sponsor but gained another as the domestic sponsorship programme charts an unpredictable course to its revenue target of $2.5bn (€2.35bn).
Carter steps down as CEO of LA28
Kathy Carter has stepped down as chief executive of LA28, the organising committee for the 2028 Los Angeles Olympics with no immediate successor named
USA Lacrosse eyes commercial growth in wake of Olympic addition
USA Lacrosse, the American governing body for the sport, is looking to capitalise on lacrosse's addition to the Olympic Games in 2028 in Los Angeles
IOC’s LA28 additions put flag football in new international spotlight
With the International Olympic Committee approving LA28's proposal to include five additional sports for the 2028 Olympic Games, flag football's governing bodies are relishing the chance at putting the…
LA28, Delta unveil first-ever integrated Olympic, Paralympic logo
Delta Air Lines and the LA28 Olympic and Paralympic Games unveiled an LA28 emblem using Delta’s “A” at Los Angeles International Airport, marking the first integrated emblem in the Olympic and Paralympic Movem…
LA28, Team USA strike Fanatics merchandise agreement
LA28, the organizing committee for the 2028 Summer Olympics in Los Angeles, California, has secured a wide-ranging merchandise and omnichannel retail agreement with global merchandise giants Fanatics ahead…
LA28 sets official dates for 2028 Olympics
Official countdown begins for highly anticipated Games
NFL, IFAF unveil ‘Vision28’ to place flag football in LA Olympics
The National Football League and International Federation of American Football have unveiled the newly-formed “Vision28” group, which will lead flag football’s efforts towards inclusion at the 2028 Su…
Hershey renews Team USA partnership, aligns with LA28 Olympics
The Hershey Company, the American chocolate and cocoa products firm, has renewed its partnership with the United States Olympic and Paralympic Committee, and will align with the Los Angeles 2028 Olympic a…
IOC signs off sports programme for LA’s Olympic Games
Skateboarding, sport climbing and surfing have been formally confirmed for their third consecutive summer Olympic Games as the International Olympic Committee today (Thursday) approved the sports programme…