LA28 has recently announced a sponsorship deal with Cisco, naming the technology giant as the official networking equipment partner for the upcoming Games. Cisco has a history of sponsoring major sporting events, including the Olympics in London, Rio de Janeiro, Tokyo, and Paris. The company will provide connectivity solutions for LA28 and help build a secure network for the Games. While the financial terms of the deal were not disclosed, Cisco will serve as an official sponsor similar to its role in Paris 2024.
The partnership with Cisco aligns well with the values of the Olympic movement, according to Rob McQueen, Vice President of Global Sponsorships at Cisco. The company’s Networking Academy will be part of this collaboration, offering network security training and educational courses in Los Angeles. Cisco’s strong presence in Los Angeles, including SoFi Stadium, further solidifies its connection to the city and the Games.
Los Angeles has been actively securing sponsorship deals this year, with recent additions including Guild and New Era Cap. With the Paris Olympics nearing and anticipation for the return to normalcy at the Games, LA28 is expected to announce more partnerships in the coming months. The goal is to reach $2.5 billion in sponsorship sales, with categories such as telecommunications, energy, and financial services still open for lucrative opportunities.
Additionally, the news of Toyota not renewing its global agreement with the IOC opens up possibilities for LA28 and other Olympic committees to benefit from potential sponsorship opportunities in the automotive category. As the excitement builds for the upcoming Games, LA28 is working towards securing more partnerships to support its vision for the Games and create a memorable experience for athletes and fans alike.
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https://www.sportsbusinessjournal.com/Articles/2024/06/20/la28-new-sponsor?publicationSource=sbd&issue=e857b46076574f71a4033c7a8fae1f9e