Jamie Dimon, chief government officer of JPMorgan Chase & Co., throughout the Pennsylvania Protection and Innovation Summit in Carlisle, Pennsylvania, July 15, 2026.
Tom Brenner | Bloomberg | Getty Photographs
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 a large, nine-figure wager because the Video games’ first-ever world banking associate.
Whereas phrases of the settlement weren’t disclosed, these kind of partnerships are estimated to go for upwards of $200 million per four-year cycle. In an interview with CNBC, John Slusher, a former Nike government and CEO of the U.S. Olympic and Paralympic Properties, referred to as JPMorgan “as massive a associate as we get.”
JPMorgan can also be a vote of confidence for the group’s highest degree of sponsorship, referred to as The Olympic Companions, which comes with unique advertising rights. This system, which was created in 1985, noticed a number of main firms — 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 varied properties to place all rights in a single place for commercialization, so an organization can pursue one deal throughout the LA Olympics, Group USA and the Paralympics, if it chooses.
He additionally mentioned they’re making an attempt out new advertising alternatives that reach 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 number of the venues.
“We attempt to stability not overly commercializing the Olympics, which is de facto 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% enhance — pegged to its presence on the LA Video games. The agency already has 5 million consumer-banking prospects and 589,000 small-business purchasers in Los Angeles, it mentioned.
“We predict it is actually vital for us to usher in the ecosystem that helps these small companies, in order that they will reap the benefits of what is going on on within the enterprise of the Olympics,” mentioned Carla Hassan, chief advertising officer of JPMorgan.
Hassan referred to as the Olympics partnership a “firm-wide initiative” for JPMorgan. She mentioned the corporate will consider the return on funding by means of model power, consumer 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, dwelling 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 enhancing monetary literacy and wealth administration for these within the sports activities business.
Hassan mentioned the chance to associate with the Olympics and Paralympics was distinctive and interesting due to its worldwide attain.
“Only a few partnerships are that world in nature, proper?” Hassan mentioned. “It truly is its personal animal.”
