LA28 organizers have secured a new sponsorship deal with Cisco, making them the official network equipment partner for the upcoming Games. The technology giant has a history of sponsoring Olympic and Paralympic Games, including London 2012, Rio de Janeiro 2016, Tokyo 2021, and Paris 2024. Cisco will provide connectivity solutions for LA28 and help build a secure network for the event. The financial terms of the deal were not disclosed, but Cisco will serve as an official sponsor similar to their role in Paris 2024.
The partnership aligns with Cisco’s values of driving an inclusive future, which resonates well with the Olympic movement and LA28’s focus. Cisco’s Networking Academy will also play a role in providing training and educational courses related to network security in Los Angeles. LA28 has also announced other sponsorships this spring, including Guild and New Era Cap.
With more than $1 billion in sponsorship sales already secured, LA28 is aiming for a total goal of $2.5 billion. The upcoming Paris Olympics are expected to boost sponsorship efforts for Los Angeles, with more deals expected to be announced in the coming months. LA28 still has lucrative sponsorship categories available, such as telecommunications, energy, and financial services. The potential departure of title sponsor Toyota from their global agreement with the IOC could also create opportunities for LA28 and other Olympic committees to benefit.
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https://www.sportsbusinessjournal.com/Articles/2024/06/20/la28-new-sponsor
