Jamie Dimon, chief govt officer of JPMorgan Chase & Co., in the course of the Pennsylvania Protection and Innovation Summit in Carlisle, Pennsylvania, July 15, 2026.
Tom Brenner | Bloomberg | Getty Photos
LOS ANGELES — For years, JPMorgan executives have been speaking with Olympics organizers about sponsoring the video games. Earlier than the subsequent occasion, happening in Los Angeles in 2028, the agency formally opted in — making an enormous, nine-figure guess because the Video games’ first-ever international banking accomplice.
Whereas phrases of the settlement weren’t disclosed, some of these partnerships are estimated to go for upwards of $200 million per four-year cycle. In an interview with CNBC, John Slusher, a former Nike govt and CEO of the U.S. Olympic and Paralympic Properties, known as JPMorgan “as huge a accomplice as we get.”
JPMorgan can also be a vote of confidence for the group’s highest degree of sponsorship, known as The Olympic Companions, which comes with unique advertising and marketing rights. This system, which was created in 1985, noticed a number of main corporations — together with Panasonic, Toyota and Bridgestone — depart on the finish of 2024.
Slusher has been revamping the enterprise mannequin to draw big-ticket sponsors. He mentioned organizers created a three way partnership throughout the assorted properties to place all rights in a single place for commercialization, so an organization can pursue one deal throughout the LA Olympics, Crew USA and the Paralympics, if it chooses.
He additionally mentioned they’re making an attempt out new advertising and marketing alternatives that stretch past the video games, together with a torch relay that can lengthen for 100 days in all 50 U.S. states, in addition to naming rights in a whole lot of the venues.
“We attempt to stability not overly commercializing the Olympics, which is basically vital, but additionally driving income, which helps us placed on a greater video games,” Slusher mentioned.
JPMorgan’s partnership consists of the LA 2028 Olympic and Paralympic video games, in addition to the video games within the French Alps in 2030.
The corporate additionally introduced final week that it plans to rent greater than 100 extra enterprise bankers throughout Southern California — a 30% improve — pegged to its presence on the LA Video games. The agency already has 5 million consumer-banking prospects and 589,000 small-business shoppers in Los Angeles, it mentioned.
“We expect it is actually vital for us to herald the ecosystem that helps these small companies, in order that they will benefit from what is going on on within the enterprise of the Olympics,” mentioned Carla Hassan, chief advertising and marketing officer of JPMorgan.
Hassan known as the Olympics partnership a “firm-wide initiative” for JPMorgan. She mentioned the corporate will consider the return on funding by model power, shopper and buyer engagement, buyer acquisition and worker pleasure.
It is also the most recent push for the agency that is closely invested within the sports activities business, together with throughout Madison Sq. Backyard in New York and the Chase Heart in San Francisco, house to the NBA’s Knicks and Golden State Warriors, respectively.
JPMorgan can also be a longtime sponsor of the US Open Tennis Championships in New York, and it not too long ago introduced a multimillion-dollar deal to sponsor the athletic program at Ohio State College. And, earlier this yr, it launched an Athlete Council, composed of all-star athletes together with seven-time Tremendous Bowl champion Tom Brady and World Cup champion Alex Morgan, with the goal of bettering monetary literacy and wealth administration for these within the sports activities business.
Hassan mentioned the chance to accomplice with the Olympics and Paralympics was distinctive and interesting due to its worldwide attain.
“Only a few partnerships are that international in nature, proper?” Hassan mentioned. “It truly is its personal animal.”
