JPMorgan Chase has agreed to serve as the global banking partner for the 2028 Los Angeles Olympics and Paralympic Games, as well as the 2030 French Alps Games, marking the first time the International Olympic Committee has designated such a role. While specific financial terms remain undisclosed, industry estimates suggest comparable partnerships in The Olympic Partners program—the highest sponsorship tier—typically value between $200 million per four-year cycle. The agreement represents a significant endorsement of efforts by U.S. Olympic and Paralympic Properties leadership to restructure the sponsorship model following departures by several major corporations including Panasonic, Toyota, and Bridgestone at the conclusion of 2024.
Organizers have implemented changes designed to streamline partnership opportunities, including the creation of a joint venture consolidating commercial rights across the LA Olympics, Team USA, and Paralympic properties into a single negotiating framework. Additional marketing initiatives are being introduced beyond traditional game-day activations, such as a 100-day torch relay spanning all 50 states and venue naming rights opportunities. John Slusher, the U.S. Olympic and Paralympic Properties CEO and former Nike executive, stated the organization seeks to balance revenue generation with responsible commercialization practices that maintain the Games’ integrity.
Beyond the sponsorship agreement, JPMorgan announced plans to hire more than 100 additional business bankers throughout Southern California—a 30 percent increase—to support the company’s Olympic initiatives. The firm currently maintains 5 million consumer-banking customers and 589,000 small-business clients in the Los Angeles region. Company leadership framed the partnership as enterprise-wide, with evaluation metrics including brand strength, client and customer engagement, customer acquisition, and employee satisfaction.
The Olympic commitment extends JPMorgan’s existing portfolio of sports industry investments, which includes stakes in Madison Square Garden in New York and the Chase Center in San Francisco, home to the NBA’s Knicks and Golden State Warriors. The company maintains longstanding sponsorships of the U.S. Open Tennis Championships and recently announced a multimillion-dollar agreement with Ohio State University’s athletic program. Earlier this year, JPMorgan established an Athlete Council featuring prominent figures such as Tom Brady and World Cup champion Alex Morgan to advance financial literacy and wealth management education within the sports community.
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