LA28

John Slusher shouldn’t admit this. When the former Nike executive signed on to oversee LA28’s commercial operations last year, he looked at the private organizing committee’s lofty financial goals with some concern. Sales were “incredibly slow.” There was momentum around the first Olympics in L.A. in more than 40 years, but not many results.

Yet.

Weeks after celebrating his one-year anniversary with the group responsible for organizing and delivering the 2028 Games, Slusher and his team delivered a $2-billion present.

After announcing 15 partnerships in 2025, LA28 met its goal of reaching $2 billion in corporate sponsorship by this year, which Slusher said puts the group well on track to meet or exceed its $2.52-billion goal for domestic partnerships that serves as the largest line item funding the 2028 Games.

“Each avenue of commercial, whether it’s sponsorship, licensing, ticketing, hospitality, they’re all just kind of smoking hot, if you will, right now,” Slusher said in a recent interview with The Times. “I think there’s a lot of momentum and a lot of excitement around driving the business. And I think we’re all super focused on delivering an amazing, financially responsible Games.”

Since its bid for the Games began in 2016, LA28 has promised to deliver and operate the event with private funds. The estimated budget is $7.15 billion for L.A.’s first Olympics since 1984. After last year’s Paris Olympics, focus has shifted to the United States as the country begins a major decade of major sports events, including the 2026 FIFA World Cup, the 2028 Olympics and the 2034 Winter Olympics held in Salt Lake City.

“There is still much work to do and I can assure you the team is not resting,” U.S. Olympic and Paralympic Committee Chief Executive Officer Sarah Hirshland said during a media conference call. “But the reality is that this success puts the LA28 Games on track to be very successful while building significant commercial value for Team USA for many years to come. We couldn’t be more pleased with where we sit.”

Slusher, the chief executive officer responsible for revenue for LA28 and U.S. Olympic and Paralympic Properties, said the group is still selling for major sponsorship categories, including quick service restaurant, retail, tech and finance. Ticket registration begins on Jan. 14 with 14 million tickets available for the Olympics and Paralympics, which would break the record for Games tickets sold. Volunteering opportunities connected to LA28 in the community have already begun and volunteer applications for the Games open in the summer of 2026.

From record commercial growth to launching volunteer and community ticketing programs earlier than ever, our north star continues to be delivering a fiscally responsible Games with meaningful impact for L.A. and beyond,” LA28 CEO Reynold Hoover said in a statement. “We’re working day in and day out to make the Games more accessible than ever to the millions of people who want to get involved in a meaningful way.”

LA28 announced a ticket donation program with hopes of making tickets accessible to local fans through community groups. The Rams were the first participants, donating $5 million. Tickets will begin at $28 and LA28 plans to have one-third of tickets under $100.

Ticketing and hospitality is supposed to cover $2.5 billion of LA28’s total budget, the second-largest source of revenue for the Games.

A study done by the Southern California Assn. of Governments estimated the Games will generate between $13.6 billion and $17.6 billion in additional gross domestic product across a six-county region between 2024-2029. The study considered LA28’s $7.15-billion budget, estimated visitor spending and a portion of Games-related transportation infrastructure investments.

While only four of the Olympic venues are outside of L.A. County, the study estimates that five other Southern California counties — Orange, Riverside, San Bernardino, Ventura and Imperial — could still enjoy roughly 33% of the economic benefit because of visitor spending and work provided elsewhere in the region. Orange County, which will host the volleyball competition at Honda Center and surfing at nearby Trestles, could draw between $2.88 billion and $2.44 billion in gross domestic product from the Games, the second-most behind L.A.’s range of $8.96 billion and $11.97 billion.

The study was limited to only short-term gains up to five years after the Games, which does not take into account any “legacy effects.” The 2028 Games will have no permanent venue construction, but the planning agency notes that transportation infrastructure built to support the Games could benefit the region for decades in the future.

Transportation updates are largely the responsibility of the city, which is relying on federal grants to expand the Metro rail system and add more buses for the Games. Improvements to Los Angeles International Airport have been plodding: The People Mover train’s opening date has been delayed again to June 2026.

Outside of money used for infrastructure improvements, L.A. is also at risk to foot the first $270 million in potential overruns from LA28. If the private organizing committee’s debt goes further, the next $270 million would go to the state and anything remaining would return back to the city.

LA28 announced the next step in its ticketing plan for the 2028 Olympic and Paralympic Games on Monday as ticket registration will open on Jan. 14.

Fans can start registering for tickets on Jan. 14 at la28.org, and the registration will remain open until March 18. All who sign up will be entered into a random draw to receive a time slot to purchase tickets. While registering, fans will enter their zip codes, and those who live in the Los Angeles and Oklahoma City areas near venues will be eligible to access the first time slots reserved for locals.

“The goal there is to make sure that we’re getting tickets into the hands, not just the fans, but of the local fans,” said Allison Katz-Mayfield, LA28’s senior vice president of Games delivery revenue. “Those that are going to be closest to the Games, really helping us host these Games in some ways.”

The 2028 Olympics will feature the largest Games schedule in history, with 36 sports and 11,198 athletes. The majority of the Games will be held in L.A., including major sports zones in downtown, Exposition Park and the Sepulveda Basin, but cities including Carson, Inglewood and Long Beach will also have multiple venues. Oklahoma City will host the softball and canoe slalom events at existing facilities.

LA28 is still finalizing the duration of each purchasing window, although the plan is to have multiple opportunities per day, so fans would be assigned time slots that are open for several hours. Tickets for a variety of events will be available during each drop in 2026, with single-event tickets beginning at $28. When tickets for the Paralympics go on sale in 2027, the system will be similar and fans will not have to re-register their interest.

While the Olympics will be back in L.A. for the third time in 2028, it will be the first time the city is hosting the Paralympics.

LA28 plans to release 14 million tickets for the Olympics and Paralympics. The total would be a Games record, eclipsing the 12 million sold in Paris, where ticket sales began almost a year after the timeline LA28 is currently using. The Paris Games that opened in July 2024 did not begin ticket registration until November 2022, 20 months before the event.

Fans will have two-and-a-half years to register and purchase tickets before L.A. opens the Olympics on July 14, 2028.

Good morning, and welcome to L.A. on the Record — our City Hall newsletter. It’s Noah Goldberg, with an assist from David Zahniser, giving you the latest on city and county government.

With the 2028 Summer Olympics creeping closer, the Los Angeles City Council still has not come to an agreement with the private committee overseeing the Games over who will pay for the additional city services required to host athletes and spectators from around the world.

With hundreds of millions of taxpayer dollars at stake, the city has blown past its own Oct. 1 deadline for hammering out an “Enhanced City Resources Master Agreement” contract with LA28 and is now considering filing suit.

City officials indicated the potential for a lawsuit against LA28 Monday during a meeting of the council’s ad hoc Olympics committee. In closed session, the committee conferred “with its legal counsel relative to possible initiation of litigation,” according to the meeting agenda.

But after a lengthy closed-door meeting, the committee broke without moving any closer to suing LA28.

“There was no recommendation to move forward on litigation,” said Councilmember Bob Blumenfield, who sits on the Olympic committee, in a brief interview with The Times after the closed session.

Although it remains unclear exactly why the city might sue LA28, the stakes of the negotiations between the two parties are high.

The Olympics have repeatedly been billed as a “zero cost” event for Los Angeles, with the city’s costs reimbursed by LA28 and the federal government. But depending on how “enhanced services” are defined, the city, which is facing financial headwinds, could end up bearing significant costs for services, including security, trash removal, traffic control and paramedics, that will go well beyond what it provides on typical days.

One of the biggest expenses will be security, with the LAPD, as well as a host of other local, state and federal agencies, working to keep athletes and spectators safe during the 17-day Olympics and the two-week Paralympics.

During a presentation before the council committee on Monday, City Administrative Officer Matt Szabo used the Dodgers’ 2024 World Series victory parade as an example of a similar, albeit much smaller scale, situation.

The baseball team reimbursed the city nearly $2 million for police, fire department, transportation and other services to pull off the parade safely.

Monday’s developments provided a small glimpse into the secretive negotiations between the two sides. Coupled with the missed October deadline to finalize an agreement, it was apparent that the negotiations were not going completely smoothly.

A senior city official, who requested anonymity to discuss sensitive negotiations, said the city is not at an “irresolvable impasse” with LA28 but that litigation is very much on the table in an effort to make sure the city is fully reimbursed.

The city and LA28 are meeting daily to try to hash out an agreement, the source said, characterizing the negotiations as “intense and focused.”

“All parties are working actively at the table to finalize the [ECRMA] that will ensure reimbursement of the city’s costs required by the 2028 Games,” the city and LA28 said in a joint statement to The Times.

Szabo told the council committee that it’s more important to get a good deal than an on-time deal.

“This needs to be the right agreement for the city,” Szabo said.

The city also hopes to recoup some costs from the federal government. President Trump’s “Big Beautiful Bill” included $1 billion to reimburse state and local governments for security, planning and other Olympics-related costs. But exactly what the money can be used for won’t be known until next year, Szabo said.

But the unpredictability of the Trump administration has left the city and LA28 wary about whether all the security costs will be reimbursed, said Council President Marqueece Harris-Dawson.

“With this administration, you don’t know what the hell is going to happen, right?” Harris-Dawson said during the Los Angeles Current Affairs Forum Luncheon on Thursday. “So both of us [the city and LA28] are looking at a $1.5-billion bill, and we’re like, ‘Yeah, I’m not paying it. You’re gonna pay it.’”

So far, Harris-Dawson said, the federal government has been “good” about putting money aside for the Games. But that could change, Harris-Dawson said.

“I could show up here 10 days from now and the world could have turned on its head, because you just never know how the guy’s gonna wake up in the morning, or what he’s gonna see on TV to make him react,” he said of Trump. “So … it’s day to day, but on this particular issue, so far so good.”

Outside of security, LA28 should cover costs like staffing, expenses and equipment related to the Games, Szabo said.

Some don’t have high expectations that the costs will be completely footed by others. In a July letter to the city, retired civil rights attorney Connie Rice said she had heard from city employees worried that L.A. would be left with a massive bill.

What if LA28 dissolves after the Olympics — how would the city force it to provide reimbursement? Security and other city services typically extend beyond the Olympic venue itself — how large of a radius around the venue would be included in the reimbursement?

These are questions Rice feels the city has not yet answered.

“I have seen 10th-graders plan their prom better than the city is planning these Olympics,” Rice said in an interview.

State of play

— RECRUIT-GATE: Months of tension between Los Angeles Mayor Karen Bass and members of the City Council burst into public view Friday when the council rebuffed the mayor’s request to significantly increase police hiring. The council instead agreed to a more modest increase, which could ramp up if the city finds money for more police recruits.

— JUST A COUPLE HUNDRED MILLION OFF: L.A. County officials justified their $200-million purchase of the Gas Company Tower by claiming that seismic retrofits of their old 1960s headquarters would cost $700 million. But experts hoping to save the building now say the retrofits could cost under $150 million, using standard techniques applied to other historic L.A. buildings.

— STEP DOWN: The chief executive of Weingart Center, Kevin Murray, resigned from the L.A. County Affordable Housing Solutions Agency board amid a federal real estate investigation. Federal prosecutors say a Cheviot Hills property was purchased for $11.2 million, then flipped to Weingart for $27.3 million. Weingart used public money to finance the purchase and conversion of the site into homeless housing.

— ED1 FOREVER: The L.A. City Council approved an ordinance on Tuesday formalizing Mayor Karen Bass’ Executive Directive 1, which fast-tracks planning department approval of 100% affordable housing projects. That initiative, which began as an emergency order issued by Bass in 2022, will now be a permanent part of city law.

— CROSSWALK VIGILANTE: An activist with People’s Vision Zero was arrested and cited while painting a crosswalk at an intersection in Westwood on Sunday. The arrest marks the latest clash between the city of Los Angeles and traffic safety advocates who are frustrated by delays in marking pedestrian crossings and are taking it upon themselves to do the work they say can’t wait.

— END OF WATCH(DOG): L.A. County Inspector General Max Huntsman, who served as chief watchdog over the L.A. County Sheriff’s Department for 12 years, is retiring. In a farewell letter, he laid into county leaders, saying they ignored his office’s efforts at oversight.

QUICK HITS

• Where is Inside Safe? The mayor’s signature program to combat homelessness went to Downtown L.A., South L.A., Exposition Park, Hollywood, Silver Lake, North Hills, Pacoima, Woodland Hills, Shadow Hills and Van Nuys this week, bringing more than 70 people inside.
• On the docket next week: The city’s Ethics Commission will meet Wednesday. The City Council is on recess until Jan. 7.

Stay in touch

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