Ride-hailing car service Uber has signed up as a sponsor of the Olympic and Paralympic Games to be held in Los Angeles in 2028.
Through a tie-up unveiled yesterday (July 9), Uber becomes the rideshare and on-demand delivery partner of the 2028 Olympics and Paralympics, as well as for Team USA during those events.
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LA28 organizers have said Uber will "deploy its advanced mobility solutions to design, implement, and optimize rideshare solutions."
The Uber Eats service, meanwhile, will power the on-demand delivery program for the Olympic and Paralympic Village, where athletes and other games personnel will stay. In addition, the event organizers plan to make Uber Eats mobile ordering available in-stadia – at select locations – for spectators.
The LA28 organizers will also benefit from Uber's cars, bikes, and scooters, which will support journeys to and from LA28 sites and other mobility hubs.
There will also be collaboration between Uber and NBCUniversal, the US broadcast rights-holder for the Olympics and Paralympics. This will extend across the 2026 Winter Games (to be held in the Milan-Cortina region of Northern Italy) as well as LA28.
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By GlobalDataTogether, the two parties will work to "bring athlete stories and the competitions of the [Olympic] games to life."
In terms of recent LA28 commercial activity, early June saw a deal announced with automotive brand Honda.
Honda will work alongside the LA28 organizers on an accessible vehicle fleet during those games, including "a wide range of mobility products," to help athletes, officials, and other event personnel move around the various Olympic and Paralympic venues in Southern California.
Late May, meanwhile, saw a deal between LA28 and cloud data firm Snowflake unveiled, while earlier that month, aviation taxi company Archer was brought on board.
The 2028 Summer Olympics will take place between July 14 and 30.
Uber Eats has tie-ups in place across top-tier European soccer, including with France's FFF governing body, with an extension of that agreement until 2028 unveiled in March.
