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LA28

Organizes 2028 Olympic and Paralympic Games

Overview

LA28 coordinates the organization and delivery of the 2028 Olympic and Paralympic Games in Los Angeles, managing venues, security, logistics, sponsorships, media rights, and fan experiences. It serves as the central organizer and promoter, working with local authorities, sponsors, broadcasters, and vendors to stage 50 sports, 800 events, and thousands of live hours across 80 Southern California venues. The organization differentiates itself through its Los Angeles identity, the addition of the Paralympics, a large venue network, and a volunteer-led governance model, aiming to create a lasting community legacy rather than a single product. Its goal is to deliver an exceptional Olympic and Paralympic experience and to advance the Olympic Movement’s legacy for athletes, fans, sponsors, and the broader community.

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About LA28

Simplify's Rating
Why LA28 is rated
B
Rated B on Competitive Edge
Rated A on Growth Potential
Rated C on Differentiation

Industries

Government & Public SectorEntertainment

Company Size

N/A

Company Stage

N/A

Total Funding

N/A

Headquarters

Los Angeles, CA

Founded

N/A

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What believers are saying

  • LA28 ticket registrations hit 12 million by July 2026, showing massive global demand.
  • Cooley joined July 17, 2026, expanding legal firepower for contracts, litigation, and compliance.
  • On Location launched premium hospitality packages in September 2026, opening higher-margin revenue now.

What critics are saying

  • Mellody Hobson’s September 2026 resignation shrinks board credibility while Fair Games Coalition pressures intensify.
  • LA28 still needs 60,000 volunteers by 2028; staffing gaps can cripple venue operations.
  • Ticketing and hospitality pricing face backlash, risking boycotts and weaker demand before 2027 sales.

What makes LA28 unique

  • LA28 uniquely uses 80 Southern California venues, reducing costly new-build dependence.
  • LA28 sells tickets through AXS, Eventim, Visa, and On Location digital ecosystems.
  • LA28’s procurement plan targets 75% local spend and 25% small businesses.

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Benefits

  • Hybrid Work Options

Company News

Channel NewsAsia
Nov 3rd, 2026
US Committee seeks outside investors for new commercial venture.

US Committee seeks outside investors for new commercial venture. 04 Nov 2026 12:42AM (Updated: 04 Nov 2026 01:01AM) Add CNA as a trusted source to help Google better understand and surface our content in search results. LONDON/NEW YORK, Nov 3: The US Olympic and Paralympic Committee (USOPC) is in the advanced stages of setting up a commercial entity to sell a stake in return for capital, two people with knowledge of the matter told Reuters. Any deal would mark a significant shift for the USOPC, a non-profit organization that, unlike many national Olympic committees, relies heavily on sponsorships, licensing and other commercial revenue streams rather than government funding. The plan has been in the works for months, according to minutes of USOPC board meetings which showed the proposed commercial entity would be named United States Olympic and Paralympic Ventures (USOPV). "(USOPC CEO Sarah) Hirshland reported encouraging feedback from preliminary discussions with potential investment and strategic partners," the minutes said. "Prospective partners generally validated the vision for the USOPV and strategic rationale underlying the initiative." The USOPC is being advised by investment bank Raine Group, according to Sky News, which said the venture could be valued in the billions of dollars. Raine did not immediately respond to a request for comment. The potential deal comes as the United States prepares to host the 2028 Summer Olympics in Los Angeles and seeks to capitalize on growing investor interest in sports assets and intellectual property. USOPC CEO Sarah Hirshland told Reuters that her organization was preparing to transition away from its commercial partnership with LA28, known as United States Olympic and Paralympic Properties, which comes to an end after the Games. USOPV COMMERCIAL MODEL IN PROGRESS Hirshland said what the commercial model for the USOPV will be - and the details behind it - were "very much in progress" and declined to offer specific details on the commercial entity. "This is a natural transition point and is one we've been talking about and preparing for for more than a couple of years," Hirshland said. Following Los Angeles, the US will immediately turn attention to the 2034 Winter Games in Salt Lake City. "We're obviously very focused on how do we create a sort of sustainable and consistent commercial strength that will both incorporate potential host cities, in this case obviously Utah 34, but also a structure that would allow for future host organizations," Hirshland said. The move underscores how sports leagues and governing bodies are increasingly turning to private capital in a bid to unlock the value of their commercial rights and secure access to resources to fund future growth. The USOPC said in a statement it was evaluating a range of commercial options to generate additional resources for athletes and national governing bodies while preserving its mission, governance and leadership. It added that it had consulted athlete and federation representatives throughout the process. The USOPC move comes after FIFA scrapped plans to create a $20 billion subsidiary to run the soccer World Cup and its other events, offering stakes of up to 20 per cent to external investors. The proposal prompted a revolt across global soccer and the backlash threatened FIFA President Gianni Infantino's future with the sport's world governing body.

Associated Press
Oct 28th, 2026
Kathleen Kennedy to oversee LA28 Olympic and Paralympic ceremonies after leaving Lucasfilm

Oscar-nominated producer Kathleen Kennedy has been named head of ceremonies and content for the 2028 Los Angeles Olympics and Paralympics. She replaces Peter Rice, who remains as executive producer. Kennedy, 73, stepped down as president of Lucasfilm in January after a run that began in 2012 and included guiding the modern era of "Star Wars." Her producing credits include "E.T. the Extra-Terrestrial," "Back to the Future," and "Jurassic Park." "I can't think of anyone better to conjure the magic of Hollywood than Kathleen," said Casey Wasserman, LA28 chairperson and president. She joins a team that includes producer Ben Winston and Scott Givens. Organisers also unveiled "Stars Align" as the Games' slogan. The Olympic opening ceremony is on July 14, 2028.

Sports Business Journal
Oct 28th, 2026
Kathleen Kennedy named head of ceremonies, content for LA28.

Kathleen Kennedy named head of ceremonies, content for LA28. 10.28.2026 Hollywood veteran producer and exec Kathleen Kennedy "has been tapped to replace" Peter Rice as head of ceremonies and content for the LA28 Olympic and Paralympic Games. The executive producer role "will find the iconic producer helping shape the opening and closing ceremonies for back-to-back games in four separate events that will be viewed by an audience of billions across the globe." LA28 confirmed that Rice, who is taking over as Netflix's chief content officer, "will stay on as executive producer." Kennedy is "expected to dive straight in and work from early development toward production and execution." The production of the Olympic and Paralympic ceremonies is being supported by FulFive, a new entity composed of Fulwell Entertainment and FiveCurrents. Kennedy is among the "most accomplished and successful producers in Hollywood" with more than 100 credits on her resumé. She recently became "something of a free agent" after departing her post at Lucasfilm earlier in 2026 after 14 years as president leading one of the biggest American film franchises (HOLLYWOOD REPORTER, 10/28)

Yahoo Finance
Oct 5th, 2026
Amazon buys $146M LA campus, Olympics organizer leases flex space at former Forever 21 HQ

Amazon has purchased two buildings totalling approximately 500,000 square feet at a former Forever 21 campus in Lincoln Heights, Los Angeles, for $146.2 million. The e-commerce giant acquired Buildings 2 and 3 at the 39-acre site on Mission Road, though its plans for the space remain unclear. The acquisition supports Amazon's expansion of same-day delivery operations, with plans to grow its network to over 1,000 locations by 2031. The campus is within 15 miles of more than 5.7 million people. Meanwhile, LA28, the 2028 Summer Olympics organizer, has leased the site's third building, a 667,000-square-foot flex office space, for 28 months. Sellers Newland Capital Group and Related Fund Management acquired the entire property last summer for $120 million.

TrendPulse
Sep 18th, 2026
Mellody Hobson leaves LA28 board for Lucas Museum launch.

Mellody Hobson leaves LA28 board for Lucas Museum launch. entertainment Key takeaways. * The resignation comes just days before the high-profile public opening of the **Lucas Museum of Narrative Art** on Tuesday, preceded by an exclusive gala on Friday. * Hobson serves as co-founder of the museum alongside her husband, legendary filmmaker **George Lucas**. TrendPulse analysis. Industry context. Leadership shifts among high-profile executives juggling multiple large-scale ventures highlight the intense operational pressure facing cultural and civic projects in major metropolitan markets. For entertainment and business leaders like Hobson, balancing high-stakes philanthropic, artistic, and corporate board commitments requires rigorous resource allocation. As Los Angeles prepares for the global spotlight of the 2028 Olympic Games, the **LA28** organizing committee must continuously recalibrate its roster of prominent business leaders to maintain momentum. Simultaneously, the launch of the **Lucas Museum of Narrative Art** marks a significant milestone for the entertainment and art sectors. The museum aims to bridge the gap between popular art, narrative illustration, and fine art - a vision championed by George Lucas for decades. The project's realization injects new energy into the regional creative economy, yet it also demands undivided attention from its leadership team to navigate the complex logistics of a major museum launch. Why this matters. For investors, entertainment executives, and civic planners, high-profile departures from major organizing committees signal a broader trend of workload consolidation as major deadlines approach. With LA28 facing critical infrastructure, sponsorship, and logistical milestones over the next two years, the committee must ensure its board remains fully engaged without competing against massive parallel projects. Furthermore, the successful opening of the Lucas Museum serves as a bellwether for private-public cultural investments in major media hubs. Stakeholders should monitor how leadership teams transition from developmental phases to operational execution, as resource bottlenecks frequently impact broader industry partnerships and community relations. The bottom line. Mellody Hobson's departure from the LA28 board underscores the immense operational demands of launching the Lucas Museum, reminding executives that managing simultaneous marquee projects requires strict prioritization. Read the full article. This analysis is based on reporting from Variety AI-powered news analysis · September 18, 2026 Editorially Reviewed

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