LA 2028

LA 2028 Taps Legends For Sponsorship

By Jay Stuart | October 29, 2018

Legends has been named the sponsorship sales agency by LA 2028 to help develop, identify and secure sponsorship opportunities for the Los Angeles 2028 Olympic and Paralympic Games.

Under the multi-year agreement, Los Angeles-based Legends will work with U.S. Olympic and Paralympic Properties, LA 2028’s commercial joint venture with the United States Olympic Committee to sell the collective LA 2028 and Team USA story.

Central to the agreement, Legends will also provide sponsorship-related consulting services including development and operation of a sales centre, analysis and valuation of sponsorship rights; and a comprehensive sales and marketing plan for LA 2028 and Team USA.   

“The opportunity ahead is unprecedented,” said LA 2028 Chairman Casey Wasserman. “Never before in the Olympic movement have we had a known 10-year time horizon to imagine stories and create platforms to engage and connect with people. We are thrilled to partner with Legends to bring to life sponsorship opportunities for LA 2028 and Team USA. Their talent and experience in the Los Angeles market and across the U.S. will be critical to amplifying our commercial success.”

Shervin Mirhashemi, President and CEO, Legends, said, “The Olympics is one of the world’s preeminent sports events, offering a unique value proposition and an important cultural influence for brands to connect with consumers through the experience of the Games. This is a tremendous opportunity for our business to partner with an iconic property to engage with partners to create a strategic investment in the LA 2028 and Team USA platform.”

“LA 2028 is the first Summer Games in the U.S. in a generation,” said Kathy Carter LA 2028 Chief Revenue Officer and Chief Executive Officer of the joint venture. “We have a unique story to tell of optimism, imagination and creativity that will connect with young people across the country and the team at Legends will help us do that. With zero planned construction projects and an unprecedented ten-year lead-up to the Opening Ceremony, we are focused one hundred per cent on creating an unforgettable Games experience for athletes, fans and partners.”

LA 2028