Snoop Dogg is just the beginning for the ‘brains’ of Los Angeles 2028: “Our ambition is huge”
Sofía González
October 31, 2024

At the XXVII ANOC General Assembly, excitement was palpable as both John Harper, Chief Operating Officer of LA28, and Sarah Hirshland, CEO of the USA Olympic and Paralympic Committee, offered glimpses into the highly anticipated Los Angeles 2028 Olympic Games. As the countdown hits 1,353 days, Harper shared a presentation to the XXVII ANOC General Assembly audience and Hirshland shared their insights on the vision for these games in an interview with SportsIn, focusing on the ambition, cultural significance, and operational commitment of LA28

AN AMBITIOUS VISION FOR LA 

John Harper took to the stage with enthusiasm and with a powerful video, describing Los Angeles as “a world we call LA,” a city where “you can be the person you want.” The LA28 Committee aims to share “the real LA 2028” with the world, showcasing its diversity, inclusivity, and innovation. Harper noted the immense scale of their goals, saying, “Our ambition is enormous, but in order to get everything we want, we cannot take anything for granted.”

LA28 is going to set new records with features like the largest swimming venue in Olympic history and a world-class Olympic and Paralympic Village at UCLA. The Organising Committee itself reflects LA’s diversity, with over 150 employees, 48% from underrepresented groups, and 9% being former Olympians or Paralympians, united by a commitment to create a memorable experience for all.

THE INSIGHTS FROM SARAH HIRSHLAND

Following Harper’s presentation, Sarah Hirshland shared insights with Sportsin on the progression of preparations. “We’re excited,” she said, adding that the post-Paris 2024 momentum is driving them forward. “The sense of urgency is heightened, and the timeline that once seemed long now feels short,” Hirshland remarked, emphasizing the team’s motivation. 

For Hirshland, Los Angeles’ cultural vibrancy plays a key role in LA28’s approach, particularly in how the city’s identity will shape the Olympics. “When you think about LA, you have to think about pop culture—movies, music, entertainment,” she noted. Fans can expect a unique integration of LA’s cultural elements with Olympic traditions. Hirshland hinted at groundbreaking developments in venue design and technology: “You’ll see venues and technology that we haven’t seen before in the Games, integrated into what spectators and athletes experience.”

Listening to athletes is another priority for LA28, especially regarding their living arrangements. The Olympic Village at UCLA, a pre-existing campus, is seen as an asset due to its comprehensive facilities. “They’re already accustomed to accommodations, meals, service, cleaning, and security,” Harper added, hoping this established setting will make for a smoother transition to an Olympic audience. Hirshland underscored the importance of listening to athlete voices to continually improve. “You’re always better served if you’re listening to the people that you serve,” she said, explaining that they see a natural advantage in the collegiate atmosphere, making it easier to tailor to the athletes’ needs.

HELPING ATHLETES BUILD CAREERS

Highlighting the Committee’s focus on supporting retired athletes, Hirshland described LA28’s athlete fellowship program as a means for former Olympians and Paralympians to transition into impactful careers within the organization. “It’s about helping athletes build careers in an industry they love,” she explained. Former athletes now work in diverse roles like technology, finance, and athlete services, reflecting the Committee’s commitment to nurturing talent and passion beyond competitive sports.

Lastly, Hirshland touched on a memorable Olympic ambassador: Snoop Dogg. When asked if fans might see a similar promotional style for LA28, Hirshland was enthusiastic: “We’ve officially adopted Snoop Dogg as a member of Team USA, and he’ll be back with us,” she said, mentioning that other celebrities and artists will likely join, attracted by the Games’ cultural power and significance. “Snoop was an incredible promotional tool because he loved being there, and that’s authentic,” Hirshland added.

As Harper, Hirshland, and the LA28 team forge ahead, the world can expect an Olympic Games where sport meets culture, diversity drives ambition, and Los Angeles’ unique spirit shines on the global stage.

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