JPMorgan Chase has formally committed to serve as the first global banking partner for the 2028 Los Angeles Olympics and Paralympics, along with the 2030 games in the French Alps. The financial institution has made what sources estimate to be a nine-figure investment, joining The Olympic Partners program—the highest sponsorship tier created in 1985 that provides exclusive marketing rights. The specific financial terms were not disclosed.
The partnership represents a significant vote of confidence in the Olympics organization at a time when the sponsorship model has undergone considerable changes. Several major corporations, including Panasonic, Toyota, and Bridgestone, concluded their involvement with the partnership program at the end of 2024. Leadership at the U.S. Olympic and Paralympic Properties has since restructured the business model to attract major sponsors through new approaches, including consolidated commercialization rights that allow partners to engage across the LA Olympics, Team USA, and Paralympics simultaneously. Additional marketing initiatives being piloted include an extended torch relay spanning 100 days across all 50 states and venue naming rights opportunities.
Beyond the sponsorship agreement itself, JPMorgan announced plans to expand its Southern California workforce by more than 100 business bankers—a 30 percent increase—directly connected to the Olympics presence. The firm currently maintains 5 million consumer-banking customers and 589,000 small-business clients in the Los Angeles area. Company leadership framed the partnership as a firm-wide initiative designed to support local business ecosystems and help entrepreneurs capitalize on opportunities related to the Olympic Games.
The Olympics deal aligns with JPMorgan’s broader sports industry investment strategy, which includes existing partnerships with Madison Square Garden in New York, the Chase Center in San Francisco, and the US Open Tennis Championships. The firm recently expanded its sports focus with a multimillion-dollar sponsorship of Ohio State University’s athletic program and the launch of an Athlete Council featuring prominent figures in professional sports aimed at promoting financial literacy within the athletic community.
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