The Los Angeles 2028 Olympic Games Organizing Committee -LA28- has announced the addition of Sunbelt Rentals as the “Official Rental Equipment Solutions and Services Partner” of the Games and Team USA. The agreement, unveiled on Monday, strengthens a growing roster of strategic partners and marks another important step in the organization’s commitment to secure sustainable funding for the Olympic project.

LA28 officials underline that the sponsorship strategy is directly tied to achieving the Games’ privately financed operating budget, estimated at $7 billion. To date, the committee has secured more than 60% of its sponsorship revenue target, with over $1.5 billion already committed. These figures show that the project is progressing in line with the plan, supported by global brands and key industry players.

Key sponsorships

Among the Founding Partners, leading companies include Comcast, Delta Air Lines, and Honda. The latter has played a decisive role in boosting commercial revenues, committing to provide an electrified fleet for Olympic mobility. Honda also announced a $1 million donation upon joining, and its partnership pushed LA28 past the $1.5 billion sponsorship milestone, moving closer to the overall target of $2.5 billion.

At the level of Official Sponsors, companies such as Nike (responsible for sports apparel), Ralph Lauren (ceremonial uniforms), Cisco (technology infrastructure), and Uber stand out. Industry sources estimate Uber’s sponsorship package to be worth around $50 million, reflecting the strategic importance of ensuring multi-channel mobility during the Games. These partnerships also deliver visibility and essential services.

Specialized and technical partners

The Official Supporters group brings together firms from diverse sectors that provide key services for the organization. Autodesk, for example, has become the official design and make platform, tasked with adapting more than 40 existing venues and avoiding the need for new construction. While no official figures have been disclosed, specialized media value Autodesk’s partnership in the tens of millions of dollars, with a direct impact on reducing construction costs and supporting sustainability goals.

In the medical field, Cedars-Sinai has been confirmed as the official medical provider, integrated into the athlete care network. Other notable supporters include DICK’s Sporting Goods, Guild, Hershey, Oakley, PennyMac, Saatva, and Snowflake, whose contributions range from sporting goods retail to financial and digital services.

The sponsorship network is completed by companies dedicated to ticketing and hospitality, such as AXS, CTS Eventim, and On Location, in charge of ticket sales and corporate hospitality programs. The breadth of sectors represented underscores the organizing committee’s commitment to a diversified and sustainable funding model.

Funding and new revenue streams

Financial data confirms that LA28 is on track to meet its objectives. By the end of 2024, the committee reported assets of approximately $689 million in cash and secured contracts, nearly double the figure from the previous year. Official forecasts point to the signing of seven to nine new contracts before the end of 2025, with the organization projecting sponsorship revenues of around $2 billion by year-end.

This growth reinforces the confidence of LA28 and the International Olympic Committee -IOC- in the sustainability of the project. The operating budget is funded entirely through private revenues, while the U.S. federal government contributes up to $2 billion for security and specific responsibilities.

Innovation in the sponsorship field has also introduced a new revenue source: venue naming rights. For the first time in Olympic history, competition venues will be allowed to include corporate names, such as the “Comcast Squash Center” or the “Honda Center.” Approved in August, this measure is expected to generate nine-figure additional revenues, consolidating the economic model of Los Angeles 2028 and reinforcing the financial sustainability of the Games.