Facing pressure to deliver the 2028 Los Angeles Olympics on budget, local organizers have signed an unusual deal they hope will guarantee crucial revenue. LA 2028 announced it will partner with NBCUniversal to sell media and sponsorship deals in tandem.
, a big part of the agreement involved greater flexibility in making such deals.
“It’s less clear what the sponsor will derive in benefits when [categories] are carved up in smaller parts,” said Robert Baade, an economics professor who studies Olympic finance at Lake Forest College in Illinois. “There’s much more risk.” “If you have these two different organizations selling fundamentally the same thing, you add a whole layer of complexity,” said Victor Matheson, an economics professor at the College of the Holy Cross in Massachusetts. “They could certainly be at cross-purposes.”
Now, the two sides are betting that their partnership will look attractive to companies interested in getting a piece of the first Summer Games to take place on American soil in more than three decades.
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