The LA28 organizing committee has named Ticketmaster and Sports Illustrated Tickets (SI Tickets) as the verified resale platforms for the 2028 Los Angeles Olympic Games, as it prepares to open sales later this week.
Ticketmaster and SI Tickets join US-based AXS and Europe’s CTS EventIM as the event’s ticketing partners, with the latter pair serving as LA28’s official ticketing providers and official secondary ticket marketplace.
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LA28’s verified multi-platform ticket resale program is set to open in 2027, with organizers utilizing all four marketplaces to give fans multiple points of access to resale tickets.
By securing official resale partners, organizers are hoping to reduce ticket touting and fraud, stating: “If individuals see LA28 tickets on any site for resale prior to 2027, those tickets have not been verified by LA28.”
LA28 chief executive Reynold Hoover said: “With millions around the globe registered for the LA28 Ticket Draw and as excitement for LA28 continues to grow, we want fans to have the information they need to shop with confidence as we approach the first ticket drop.
“While LA28’s resale platforms will not be launched until 2027, having a variety of platforms was critical to providing fans multiple points of access to verified tickets, and we’re thrilled to add Ticketmaster and Sports Illustrated Tickets to our resale program.”
The agreement builds on Sports Illustrated’s push into ticketing, having built its presence via major long-term partnerships with American football’s NFL, as well as English soccer’s Tottenham Hotspur and Birmingham City FC, with SI Tickets gaining branding in and around the home grounds, Tottenham Hotspur Stadium and St Andrew’s, respectively.
The announcement comes ahead of LA28’s virtual ticket box opening later this week.
The first tickets will go on sale between April 2 and 6 as part of a pre-sale window for locals in Southern California and Oklahoma, while the first general ticket window runs from April 9 to 19.
Primary tickets will only be available for purchase through AXS and CTE EventIM.
LA28 organizers have said 14 million tickets will be made available across the games, a figure that would break the record 12 million total tickets across the Paris 2024 Olympics (9.5 million) and Paralympics (2.5 million).
The ticket launch comes as LA28 organizers look to boost their income, with the event needing to raise around $7.1 billion to cover the budget of hosting the event.
In December 2025, LA28 surpassed $2 billion worth of sponsorship value with over two-and-a-half years to go, making the original target figure of $2.5 billion well within reach.
Along with expanding its partnerships with AXS and CTE EventIM earlier this year to become supporters of Team USA and LA28’s preferred secondary ticketing provider, organizers also added consultancy firm Korn Ferry as a founding partner of the event.
Last year, meanwhile, saw a flurry of partnerships struck, including coffee shop chain Starbucks, which was added as the event’s official coffee partner, while 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 partnership 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.
