Insurance heavyweight Allstate has signed up as a founding partner of the Los Angeles Olympic and Paralympic Games in 2028.
As part of the agreement, Illinois-based Allstate becomes the home and auto insurance partner of the Team USA organization and will support domestic coverage of the games delivered by media giant NBCUniversal (NBCU).
Go deeper with GlobalData
Discover B2B Marketing That Performs
Combine business intelligence and editorial excellence to reach engaged professionals across 36 leading media platforms.
NBCU holds US Olympic coverage rights through the 2032 games in Brisbane and will also boost the profile of the US athletes through behind-the-scenes content.
Allstate is one of the premier sponsors of college sports in the US and is now branching out from that on the biggest stage to partner with the Olympics.
The firm becomes the ninth founding partner of LA28, joining Comcast, JPMorgan Chase, Delta, Google, Honda, Intuit, Korn Ferry, and Starbucks.
Insurance giant Allianz, a top-tier sponsor of the International Olympic Committee through 2032, will also continue as a partner of the Games.
Reynold Hoover, LA28's chief executive, commented: "As we welcome new partners who believe in what these Games can do for Los Angeles and the country, we're that much closer to delivering a Games this city, and this country, can be proud of … Allstate's commitment to LA28 reflects the momentum we're building toward the Games."
Elizabeth Brady, chief marketing, customer, and communications officer at Allstate, added: "For more than 20 years, Allstate has supported student-athletes because we believe in the power of sport to build leaders, strengthen communities, and help people reach their potential … Supporting Team USA and LA28 is a natural extension of our commitment."
In terms of recent LA28 commercial activity, mid-July saw the LA28 organizing committee unveil Cooley, the US-based international law firm, as an official provider for the Olympics and Paralympics in two years, and also as a Team USA sponsor.
In mid-June, meanwhile, Musco Lighting was announced as a new commercial partner for the flagship multi-sports events.
Allstate, meanwhile, most recently partnered with US college sports’ Big 12 conference to launch a new all-sports competition, the Allstate Championship Series, announced last September.
The brand also now serves as the Big 12’s official insurance partner in the home, auto, and property categories.
