JPMorgan Commits Nine Figures to 2028 LA Olympics as First Global Banking Partner
Updated
Updated · CNBC · Aug 11
JPMorgan Commits Nine Figures to 2028 LA Olympics as First Global Banking Partner
3 articles · Updated · CNBC · Aug 11
Summary
JPMorgan signed on as the 2028 Los Angeles Olympics' first global banking partner, in a sponsorship category that industry estimates put above $200 million per four-year cycle.
The deal also covers the 2030 French Alps Games and gives JPMorgan top-tier Olympic marketing rights as organizers overhaul sponsorship sales after Panasonic, Toyota and Bridgestone exited in 2024.
100 additional Southern California business bankers — a 30% increase — are being hired by JPMorgan to help local companies capture Olympics-related demand around Los Angeles.
5 million consumer-banking customers and 589,000 small-business clients already give the bank a large LA base, while it says the partnership will be measured through brand strength, engagement and customer acquisition.
The agreement extends JPMorgan's broader sports push, which already includes the US Open, arena partnerships in New York and San Francisco, and a recent college athletics sponsorship.