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NBCUniversal, LA 2028 launch transformative partnership for Olympics & Paralympic Games, creating opportunities for major brands in US


Wed, Apr 17th 2019 05:40 pm

NBCUniversal and LA 2028 announced the establishment of a unique offering that includes media, sponsorship and activation opportunities in the U.S. for the Olympics and Paralympic Games from 2021-28. This agreement, the first of its kind in U.S. Olympic and Paralympic history, gives brands the ability to connect with audiences across Olympic and Paralympic touchpoints throughout the next decade.

Linda Yaccarino, chairwoman, advertising and partnerships, NBCUniversal, will lead this effort in partnership with Casey Wasserman, LA 2028 chair.

NBCUniversal will collaborate with the joint venture formed by the LA 2028 Organizing Committee and the United States Olympic Committee – U.S. Olympic and Paralympic Properties – to build a select sales team. This new group will immediately present companies with opportunities in the U.S. to associate their brands with Team USA and the excitement surrounding their participation in four Olympics 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 U.S. soil for the first time in 32 years.

Through this new alliance, marketers will now have a single point of entry to create a massive, cross-platform Olympic and Paralympic partnership in the U.S. Brands will have the ability to participate in all aspects of the movement with access to IP rights, product marketing, local activation, and NBCUniversal’s comprehensive, multi-screen coverage of the Games, for the next decade.

The arrangement means marketers looking to break through the clutter, while maintaining the ability to reach hundreds of millions of viewers across the country, can now do so with a single package. 

“Nothing brings people together like the pure emotional power of the Olympic Games. This partnership between NBCUniversal and LA 2028 is a true first for the industry, and gives marketers the opportunity to make an unrivaled 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 U.S. in more than three decades.”

“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,” Wasserman said. “I am so proud to partner with NBCUniversal and their team of innovators to bring the true promise of the Games to audiences in a way that is more connected and relevant. NBCUniversal’s commitment to our partnership guarantees 2028’s success like no other Games before it.”

The partnership covers rights to the LA 2028 Games and Team USA’s participation in four Olympics and Paralympic Games: Beijing 2022; Paris 2024; 2026 (host city to be chosen in June 2019); and Los Angeles 2028, which will be the first Olympics hosted in the U.S. since Salt Lake City 2002, and the first Summer Games in the U.S. since Atlanta 1996.

LA 2028 is the nonprofit, privately funded organization responsible for delivering the 2028 Olympic and Paralympic Games in Los Angeles.

U.S. Olympic and Paralympic Properties (USOPP) is the commercial joint venture between the LA 2028 Organizing Committee and the U.S. Olympic Committee. USOPP is responsible for developing the marketing, sponsorship and licensed merchandise programs for LA 2028 and Team USA from 2021-28.

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