Strategies for L.A. 2028

Activate Before the Run-Up

The strongest athlete partnerships start before the spotlight is at its brightest. Connecting with athletes during qualifiers, training, and other pre-Games moments gives brands more time to build an authentic story, develop audience familiarity, and avoid a rushed campaign once attention around LA28 accelerates.

Mark Key Compliance Milestones

Exact LA28 Rule 40 dates have not yet been announced, so brands should plan around the key milestones we know today.

For U.S.-focused campaigns, personal sponsors will need to complete the USOPC Personal Sponsor Commitment before running permitted athlete advertising during the Rule 40 period. Multi-territory campaigns may also need to follow IOC, IPC, and applicable National Olympic or Paralympic Committee requirements.

The Olympic Games are scheduled for July 14–30, 2028, and the Paralympic Games for August 15–27, 2028. Exact Rule 40 windows are still TBD.

Lean into Women Athletes for Trust and Engagement

Sports fans don’t just watch women athletes—they believe them. 68% of all sports fans trust that professional women athletes genuinely believe in the products and services they endorse. That credibility gives brands an authentic, high-impact platform to connect with fans.

During the 2024 Paris Games, female Olympians and Paralympians grew their social followings by an average of 71% (OLY) and 30% (PLY), with medalists among the biggest gainers. Translation for marketers: The Games always produce breakout stars! Consider partnering with multiple athletes to multiply your chances to tap into an expanding and engaged audience.

Use the Blackout Strategically

Brands do not have to disappear while the Games are underway. Permitted generic marketing can continue during the Rule 40 period as long as it stays focused on the athlete and the sponsor—not on LA28, Team USA, or the Olympic or Paralympic Games.

Campaigns should also remain consistent during this period. Brands should avoid significantly increasing posting frequency or making major creative changes simply because the Games have begun.

With the proper permission, sponsors may also post one organic message congratulating, recognizing, or wishing a sponsored athlete well, provided it follows the applicable Rule 40 restrictions.

Consider Alumni Athletes for Added Flexibility

Retired Olympic and Paralympic participants can offer brands additional flexibility because alumni are exempt from Rule 40.

That makes alumni athletes a valuable complement to an LA28 strategy, particularly for brands looking to tell stories around experience, perspective, legacy, and the broader cultural moment surrounding the Games.

Alumni can bring firsthand credibility and context to those conversations while allowing brands to build campaigns without the same Rule 40 restrictions that apply to current Games participants. Brands should still be mindful of separate trademark, intellectual-property, and endorsement rules when referencing Olympic or Paralympic properties.