US pharmaceutical giant Eli Lilly and Company has partnered with the 2028 Olympic and Paralympic Games in Los Angeles, will support NBCUniversal’s (NBCU) coverage through 2028, and has renewed its sponsorship of Team USA.
The deals, announced today (June 20), will see Lilly continue its existing relationships with media powerhouse NBCU and Team USA, which began for the Tokyo 2020 Olympics and Paralympics.
For those games, which ultimately took place in 2021 due to the Covid-19 pandemic, Lilly used the partnerships to raise awareness of various health-related conditions and collaborated on other marketing projects with the US Olympic and Paralympic Committee.
For LA28, Lilly will serve on the Partner Advisory Council, which “brings commercial partners together to positively impact the Olympic and Paralympic Games.”
Elsewhere, LA28’s top-tier worldwide partners are Airbnb, Alibaba, Allianz, Coca-Cola, Deloitte, Omega, P&G, Samsung, and Visa. Its second-tier founding partners are Comcast, Delta, and Salesforce. Hershey is serving as a third-tier official supporter, while NIKE and Ralph Lauren are apparel partners.
Lilly’s renewal with Team USA, meanwhile, sees it designated the team’s official partner in prescription medicine and health equity. In this role, Lilly has said it will “continue to ignite conversations around health and the barriers outside a person’s control that may prevent them from living the healthiest life possible.”
The partnership covers Team USA’s involvement in the Paris 2024 Summer Games and Milano-Cortina 2026 Winter Games in addition to the LA28 Summer Games.
Patrik Jonsson, executive vice president and president of Lilly USA and Lilly Immunology and chief customer officer, said: “Lilly is proud to support Team USA as they prepare for the Olympic and Paralympic Games, recognizing the remarkable journeys these athletes have taken to strengthen not only their bodies but also their minds, lives, and communities along the way.
“Our company’s involvement is rooted in our purpose to make life better for people and our belief that everyone should have a fair shot at excellent health and positive well-being.”
Chris Pepe, chief commercial officer of LA28, added: “We’re excited to welcome back Lilly as a supporter of Team USA and bring it into the fold for the 2028 Olympic and Paralympic Games in Los Angeles. Lilly’s commitment further strengthens the Olympic and Paralympic movement in the US and advances the positive impact sport can have on communities beyond the field of play.”
Team USA shares many of the same partners as the LA28 games. Its top-tier worldwide partners are Airbnb, Alibaba, Allianz, Atos, Bridgestone, Coca-Cola, Deloitte, Intel, Omega, Panasonic, P&G, Samsung, Toyota, and Visa. It has second-tier official partners in Comcast, Delta, Salesforce, and Nike, as well as third-tier official supporters in Hershey, Oakley, and Ralph Lauren.
Through its partnership with NBCU, Lilly has said it will use marketing and media opportunities with the media giant to raise awareness of treatments for diabetes, cancer, and other conditions.
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