Introduction
Understand why Los Angeles 2028 is your brand's moment and how Parity can help.
Throughout July and August 2028, the world will watch the L.A. Summer Olympics and Paralympics. For marketers, it’s a once-every-four-years chance to own the global conversation, even without official sponsorship rights. By tapping into authentic athlete storytelling and a Rule 40-compliant strategy, expertly delivered by Parity, your brand can shine on sport’s biggest stage.
Why Brands Can’t Miss the Summer Games
Summer Olympics: July 14-30, 2028
Summer Paralympics: August 15-27, 2028
LA28 will be one of the highest-visibility moments in global sport. Brands don’t have to be official Olympic or Paralympic partners to work with athletes around the Games. With the right strategy, and careful attention to Rule 40, personal sponsor partnerships with women athletes can give brands a powerful way to connect with audiences without implying an official association with the Games or Team USA. Research shows 88% of sports fans view women athletes as role models, making them powerful, trusted ambassadors for brands.
Navigating Rule 40 is essential for brands planning to work with LA28 athletes.