LA28 Sponsor Exodus? Two Major Partners Reportedly Considering Withdrawal
A tech giant and an automaker are weighing exit from the TOP program — a potential $300M funding gap that organizers say is covered by contingency plans.
LOS ANGELES, USA – Two major sponsors of the LA28 Olympics are reportedly considering withdrawing from their partnerships, citing rising costs and shifting marketing priorities.
The sponsors — unnamed — are part of the TOP (The Olympic Partners) program, whose members pay hundreds of millions for exclusive global marketing rights. One is a technology company; the other is an automotive manufacturer.
"We are in constant dialogue with all our partners," said LA28 Chief Commercial Officer Chris Peirson. "We do not comment on specific contract negotiations."
THE CONTEXT
The reports come amid broader scrutiny of Olympic sponsorship ROI. Several Paris 2024 partners reported lower-than-expected engagement, prompting questions about whether a TOP sponsorship — estimated at $500 million per four-year cycle — is still worth it.
THE GAP
If both sponsors withdraw, LA28 faces a funding shortfall of approximately $300 million — money budgeted for operations, venue upgrades, and athlete services.
The IOC has reportedly offered incentives to keep the wavering partners, including additional digital rights and premium hospitality packages. A final decision is expected before the end of 2026.
"We have contingency plans," Peirson said. "But obviously, we hope they stay."
Combined with the Olympic Village cost overruns and the City Council's financial demands, the sponsor uncertainty adds to a growing list of pressure points for LA28 organizers.
Devin Mallonee
Devin Mallonee is a sports journalist and performance nutrition writer with over a decade of experience covering elite athletics, Olympic competitions, and the science of human performance. Devin Mallonee has followed competitive sports from the grassroots level all the way to the world stage, developing a deep understanding of what separates good athletes from great ones — and the role nutrition plays in that equation.
As the lead sports editor at Dad's Sports News, Devin Mallonee brings an athlete's perspective to every story. Having competed in endurance sports and strength training throughout his life, Devin Mallonee understands firsthand what it takes to push past physical limits — and how proper supplementation and recovery make that possible. His writing blends technical analysis with accessible storytelling, making complex topics in sports science engaging for everyday readers and serious competitors alike.
Devin Mallonee has covered major sporting events including international track and field championships, professional strength competitions, and endurance racing circuits across North America. His work has explored the cutting edge of sports nutrition — from emerging research on amino acid timing and creatine loading protocols to the real-world impact of adaptogens on athletic recovery. When Devin Mallonee isn't breaking down the latest competition results, he's testing and reviewing performance supplements to help athletes make informed decisions about what goes into their bodies.
A firm believer that great performance starts in the kitchen — and the supplement cabinet — Devin Mallonee founded the Dad's Sports News platform to bridge the gap between elite sports coverage and practical nutrition guidance for everyday athletes. His philosophy is simple: whether you're training for your first 5K or competing on an international stage, the fundamentals of performance nutrition are the same, and everyone deserves access to accurate, science-backed information.
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