JPMorgan is strengthening its presence in the sports industry through a major investment in the Los Angeles 2028 Olympic and Paralympic Games. The company has become the first global banking partner of the Games and has joined the highest level of the Olympic sponsorship program, The Olympic Partners (TOP), a platform that includes exclusive marketing rights. Although the financial terms of the agreement have not been disclosed, deals at this level can exceed $200 million per four-year cycle, highlighting the scale of the financial institution’s commitment.
The partnership comes at a time of transformation for the Olympic Games’ commercial model. Following the departure of several long-standing TOP sponsors, organizers are seeking to attract new companies and expand activation opportunities without losing the balance between revenue generation and protecting the Olympic identity. In this context, JPMorgan will not only have a presence during Los Angeles 2028: the agreement also covers the Olympic and Paralympic Games in the French Alps in 2030, while the bank prepares a strategy that connects sponsorship, customers, small businesses, employees, and financial services.
JPMorgan enters the highest level of Olympic sponsorship
JPMorgan’s addition to the TOP program represents significant backing for the Games’ commercial model. Created in 1985, this sponsorship tier offers its members exclusive marketing rights and has historically brought together some of the world’s leading global brands. However, companies such as Panasonic, Toyota, and Bridgestone left the program at the end of 2024, creating a need to renew and strengthen its portfolio of partners. For the organizers of Los Angeles 2028, the arrival of a financial institution of JPMorgan’s scale represents an opportunity to further diversify its sponsor base.
Jamie Dimon, chief executive officer of JPMorgan Chase & Co.
Part of the strategy involves changing how Olympic assets are commercialized. Organizers created a joint venture to centralize the marketing rights for the Olympic Games, Team USA, and the Paralympic Games, allowing companies to negotiate a single agreement covering different properties. New commercial opportunities are also being explored, including a 100-day Olympic torch relay across all 50 states and naming rights for certain venues. The goal is to increase the commercial value of the event without turning it into an excessively commercialized platform.
A partnership that goes beyond sports sponsorship
For JPMorgan, the partnership is part of a broader strategy in sports and is not limited to brand exposure during the Games. The company announced plans to hire more than 100 additional banking advisors in Southern California, representing a 30% increase in this area, in response to opportunities associated with Los Angeles 2028. The bank already has five million retail banking customers and 589,000 small-business customers in Los Angeles, so it also aims to integrate these clients into the business ecosystem that the Games will generate.
The company will also assess the partnership’s impact through various indicators, including brand strengthening, customer engagement, new customer acquisition, and employee pride. The move also fits with other JPMorgan investments in sports, from its presence at Madison Square Garden and Chase Center to its long-standing relationship with the US Open tennis tournament and its recent agreement with Ohio State’s athletic program. Earlier in 2026, the bank also created an Athlete Council featuring figures such as Tom Brady and Alex Morgan, aimed at improving financial education and wealth management for professionals working in the sports industry.
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