The organizers of the Los Angeles 2028 Olympic and Paralympic Games (LA28) have announced internet heavyweight Google as a founding partner in an agreement that also covers Team USA and media giant NBCUniversal’s (NBCU) domestic coverage of the event.
Google, which will serve as the official cloud provider for the two flagship events, will lend its cloud infrastructure and AI tools, including its Gemini model and AI mode search function, to assist fans in discovering information during NBCU’s multi-platform broadcasts and to support LA28 operations.
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Specifically, Google products will be integrated into NBC’s coverage of the games, with the broadcaster also partnering with video streaming platform YouTube to deliver select content during the event.
As a founding partner, Google sits at the highest sponsorship level for LA28, joining Starbucks and Honda. It is also one of the 14 new sponsorships announced this year.
Google also reprises its role as a sponsor of Team USA, a designation it held during the 2024 Olympic Games.
The agreement comes a year after Google partnered with the US Olympic and Paralympic Committee and NBCU to become the official search AI partner of Team USA during the previous Olympic edition in Paris, France.
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By GlobalDataThat deal also saw Google integrate sponsored content formats, such as ‘ways to search’ and ‘explore the Olympic and Paralympic Games with Google Search,’ and related AI features within NBCU’s coverage.
The new deal comes a month after Starbucks joined LA28 as a founding partner, gaining branding in multiple areas across the games. That deal also involves the coffee giant having visbility across NBCU’s coverage, with potential opportunities for brand-centric storytelling.
NBCUniversal, meanwhile, renewed its partnership with the IOC earlier in 2025, with its deal now running through the 2036 games.
That deal is worth $3 billion across those two Olympic Games and comes as an extension to the current tie-up between the pair, unveiled in May 2014 and running through the 2032 Olympics (Brisbane, Australia).
NBC has been one of the most important Olympic rights partners for the IOC in recent times, and this latest deal will also include: support for the in-venue distribution of live TV coverage from Olympic Broadcasting Services OBS); support for OBS in producing the Olympic Video Player; collaboration on US digital advertising opportunities; and adding to (NBCUniversal parent company) Comcast’s expertise across technology infrastructure, connectivity, and media, around the games. These aspects of the deal will begin this year.
Separately, Comcast has also been a sponsor of the Team USA Olympic program since 2017.
In terms of recent LA28 commercial activity, meanwhile, earlier in September, telecoms heavyweight T-Mobile acquired the telecoms sponsorship rights for the games.
Mid-July saw the games' organizing committee sign up ride-hailing car service Uber as a sponsor, an agreement that, much like the Starbucks partner and other brand deals relating to the games, also included Team USA and NBCUniversal.
In August, LA28 also announced plans to sell naming rights for several venues being used for the event.
Under these plans, sponsors that already have a naming rights deal in place with venues being used for the quadrennial event (including Crypto.com Arena, BMO Stadium, and the Inuit Dome) will be allowed to retain those rights during the games by signing on as a founding partner. However, if a deal is not reached, the venue will be renamed without a sponsor.
The offering will allow broadcasters to refer to the venues using their corporate sponsor names, giving brands a global platform.
The IOC’s ‘clean venue policy’ will still apply, meaning no advertising will be allowed within the field of play.
LA28 needs to raise around $7.1 billion to cover the budget of hosting the event. The organizers are aiming to bring in $800 million to $1 billion in new deals in 2025, lifting the games’ total sponsorship revenue to around $2 billion.
