JPMorgan has formalized its relationship with Olympic organizers by becoming the inaugural global banking partner for the 2028 Los Angeles Olympics, representing a significant investment estimated in the hundreds of millions of dollars. The partnership extends to the 2030 Winter Olympics in the French Alps. While specific financial terms were not disclosed, similar sponsorships at this level typically exceed $200 million per four-year cycle, and John Slusher, CEO of U.S. Olympic and Paralympic Properties, characterized JPMorgan as “as big a partner as we get.”
The deal reflects broader changes to the International Olympic Committee’s sponsorship strategy. The organization has restructured its highest-tier partnership program, known as The Olympic Partners, which was established in 1985. Several major corporations including Panasonic, Toyota, and Bridgestone ended their involvement at the end of 2024. Slusher has been working to reshape the business model to attract top-tier sponsors by creating a consolidated platform that allows companies to negotiate across the LA Olympics, Team USA, and the Paralympics simultaneously.
JPMorgan’s involvement extends beyond traditional sponsorship arrangements. The financial institution announced plans to hire more than 100 additional business bankers across Southern California, representing a 30 percent workforce increase tied to the Olympic Games. The company currently serves 5 million consumer-banking customers and 589,000 small-business clients in the Los Angeles region. According to Carla Hassan, the bank’s chief marketing officer, the partnership aims to support small businesses that may benefit from Olympic-related economic activity.
The sponsorship represents part of JPMorgan’s broader sports industry strategy. The bank maintains significant investments in professional sports venues and events, including stakes in Madison Square Garden and the Chase Center in San Francisco. It serves as a longtime sponsor of the US Open Tennis Championships and recently announced a multimillion-dollar commitment to Ohio State University’s athletic program. Hassan emphasized that the Olympics partnership appeals to the company due to its unparalleled global reach and influence across multiple properties and stakeholders.
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