NBCU and LA 2028 claim first with commercial partnership

US media company NBCUniversal (NBCU) has today (Wednesday) joined forces with LA 2028, organising committee of the summer Olympic and Paralympic Games in Los Angeles, to establish what they claim is a unique offering in the United States.

The agreement, the first of its kind in US Olympic and Paralympic history, covers media, sponsorship, and activation opportunities in the US for the Olympic and Paralympic Games from 2021 to 2028.

Linda Yaccarino, chairman of advertising and partnerships for NBCU will lead the venture in partnership with Casey Wasserman, LA 2028 chairperson.

NBCU, the International Olympic Committee’s rights partner in the US through to the 2032 Olympic Games, will collaborate with the joint venture formed by LA 2028 and the United States Olympic Committee (USOC) – US Olympic and Paralympic Properties – to build a select sales team.

This new group will immediately present companies with opportunities in the US to associate their brands with Team USA surrounding their participation in four Olympic and Paralympic Games, as well as supporting the IOC’s international ‘TOP’ sponsorship program. The deal culminates with LA 2028, as the summer Games return to American soil for the first time in 32 years.

Through this new alliance, marketers will now have a single point of entry to create a cross-platform Olympic and Paralympic partnership in the United States. Brands will have the ability to participate in all aspects of the Movement with access to IP rights, product marketing, local activation, and NBCU’s coverage of the Games.

“This partnership between NBCUniversal and LA 2028 is a true first for the industry, and gives marketers the opportunity to make an unrivalled economic and cultural impact,” Yaccarino said.

“Together, we’re building what’s never been available before – the chance to be an exclusive partner of a monumental global movement for the next decade, culminating with the first summer Games in the US in more than three decades.”

Wasserman added: “At no other time in Olympic and Paralympic history have the stakes been higher, and yet more rewarding.

“We are at an inflection point in the sports, lifestyle and live event business that demands a complete reimagining of the model and approach to embracing and involving marketers. NBCUniversal’s commitment to our partnership guarantees 2028’s success like no other Games before it.”