The LA28 organizing committee for the 2028 Los Angeles Olympic Games has expanded its ticketing partnerships with US-based AXS and Europe’s CTS EventIM as the pair prepare to launch sales next year.
As well as serving as LA28’s official ticketing providers, AXS and EventIM have been added as official supporters of the event, joining the third level of the Olympic sponsor tiers, while also becoming supporters of Team USA and LA28’s preferred secondary ticketing provider.
The expansion is the 12th sponsorship deal that LA28 organizers have announced this year, with the event needing to raise around $7.1 billion to cover the budget of hosting the event.
Most recently, coffee shop chain Starbucks was added as the event’s official coffee partner, while telecoms heavyweight T-Mobile acquired the telecoms sponsorship rights for the games earlier this month.
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.
Media giant NBCUniversal renewed its partnership with the IOC earlier in 2025, with the 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).
The expanded deal with AXS and EventIM comes as the duo announced their process for tickets to go on sale starting next year for the Olympics and in 2027 for the Paralympics.
Single tickets will start at $28, with early access for fans around game venue cities, with ticket registration to open in January on la28.org. There will be draws to determine access to purchase time slots.
Tickets that are part of hospitality and travel packages will become available early next year via LA28’s hospitality provider, On Location.
