After the success of the 2026 World Cup—which brought in more than $15 billion in revenue for FIFA and a record 38.9 million average viewers for the final match on Fox—the Los Angeles 2028 Olympics is already seeing increased interest from brands that want in on the U.S.’ next global sporting event.
“The World Cup having gone so well has been a huge boost for our business while providing learnings for our partners,” said John Slusher, CEO of U.S. Olympic & Paralympic Properties (USOPP). “For partners not already involved in LA28, they’re taking a second look, like, ‘how can I get in on it?’”
He told ADWEEK he anticipates ten times the number of brand activations during LA28 compared to the 2026 Milano Cortina Olympics.
