Particle.news
Download on the App Store
6 ARTICLES
·
yesterday

LA28 Names Starbucks a Founding Partner and Official Coffee for 2028 Games

Organizers say the pact moves them closer to a $2.5 billion sponsorship target.

Image
LA28 workers carry Olympic flags on the day of a ceremony to announce the locations for the opening and closing of the Olympic and Paralympic games, in Los Angeles, California, U.S., May 8, 2025. REUTERS/Mike Blake/ File Photo
Image
Image

Overview

  • Starbucks will build specially designed coffeehouses in the Olympic and Paralympic Village, at competition venues and at volunteer hubs to serve athletes, fans and staff.
  • The company secured coffee exclusivity across NBCUniversal’s multiplatform coverage of Milano Cortina 2026 and LA28, with expanded storytelling integrations.
  • Starbucks becomes LA28’s fourth founding partner, joining Honda, Comcast and Delta Air Lines in the top sponsorship tier.
  • Financial terms were not disclosed, and LA28 continues to pursue a privately financed Games with a budget near $7 billion.
  • Ticket and hospitality sales will begin in 2026, with registration opening in January at la28.org, single tickets starting at $28, AXS and Eventim as official ticketing providers, and On Location overseeing hospitality.