Odd Lots · Saturday, September 19, 2026
Gene Sykes reported strong demand for media rights and sponsorships for the 2028 Los Angeles Olympics. NBC holds the U.S. media rights through 2036, a deal worth over $1.5 billion per games, while domestic organizers are selling rights to companies like Starbucks, Uber, and Google.
“Well, the demand is great. So some of this is done. It's pre-baked. The International Olympic Committee sells media rights for all the games. They do it years in advance. NBC is the media rights holder for the United States. They've got a deal that now goes through 2036.”
“That's a significant amount of money. It's a billion and a half dollars or more per games to have the rights in the United States. Then the IOC also sells a bunch of sponsorships to people like Coca-Cola and Visa and Samsung.”
“But then the domestic organizers get the opportunity to sell more rights. And so they've sold rights to Starbucks and Uber and Google. And so you get the idea that there is huge corporate interest in sponsoring these games.”