Olympics

Intuit is the first new founding partner of the 2028 Olympics and Paralympics to take advantage of venue naming opportunities available for the L.A. Games as the financial technology company and LA28 announced a sponsorship deal Friday.

Per the partnership, Intuit will retain its name on Intuit Dome for Olympic basketball competitions and work with LA28 to assist small businesses in the city, provide select U.S. athletes with free tax preparation and expand financial education for students in the L.A. community.

Previously, the International Olympic Committee required “clean venues,” which necessitated scrubbing all mention of corporate sponsorship. It has required LA28 organizers to use generic names such as Exposition Park Stadium for BMO Stadium or 2028 Stadium for SoFi Stadium.

But after the IOC and LA28 announced an agreement in August that opened potential venue naming rights, Honda Center (volleyball), Peacock Theater (weightlifting and boxing) and the Comcast Squash Center at Universal Studios became the first venues to have corporate sponsorship. Honda and Comcast had already previously announced deals to become founding partners with LA28.

John Slusher, chief executive of LA28’s commercial operation, believed Intuit, which is in a 23-year partnership with the Clippers, would have been a potential Olympic partner no matter what, he said the pace of conversations picked up after naming rights became available. The Intuit Dome will host men’s and women’s basketball competitions that are among the most popular Olympic events and basketball is one of the few sports that competes for the duration of the Games, giving the arena a prime position in the Olympic spotlight.

“It wasn’t just any building. It was an incredibly important and state-of-the-art building,” Slusher said in an interview with The Times. “And it obviously ties so well with their investment in Los Angeles and what they do with the dome right now.”

Intuit Dome opened in 2024 for the Clippers. Hailed for its innovative use of technology, massive halo board and large fan section dubbed “The Wall,” the project from Clippers owner Steve Ballmer has already secured hosting rights for the NBA All-Star Game in February.

“Intuit is incredibly proud to be a founding partner of the LA28 Games,” Intuit chief marketing officer Thomas Ranese said in a statement. “Our commitment to powering prosperity aligns perfectly with the spirit of the movement: celebrating determination, optimism, and the belief in what’s possible. Just as athletes strive for gold, we empower consumers and businesses to outdo their financial goals with confidence.”

Conversations with partners regarding naming rights for temporary venues have started, Slusher said, beginning with companies already involved in The Olympic Partner (TOP) program. While no deals have closed for temporary venues yet, the initial feedback from partners “seems incredibly excited,” Slusher said.

The venue naming rights opened a never-before-tapped revenue stream for the 2028 Games, which are expected to cost about $7.1 billion. Organizers are hoping to cover at least $2.5 billion with domestic sponsorship. The financial terms of Friday’s contract were not disclosed, but founding-level partnerships are reported to start at roughly $200 million, according to Sports Business Journal.

The organizing committee had lofty marketing expectations heading into 2025. Hoping to capitalize on the successful 2024 Paris Games, the group aimed to bring in $800 million to $1 billion in deals this year and reach $2 billion total by the beginning of 2026. After announcing three founding-level partnerships this year between Intuit, Honda and Starbucks, Slusher says he believes the team is on track to meet its goals.

“We feel very confident that what we said back then will be true,” Slusher said. “So we’re feeling great about the progress. I think we saw an incredible momentum in the first quarter, and now what we’re seeing is that same momentum. … We are super excited about it and more to come.”

Every last deal matters approaching the July 14, 2028, opening ceremony. Any debt incurred from Games operation by LA28 will fall to L.A. The city is on the hook for the first $270 million in overrun costs, with California picking up the next $270 million and the rest falling back to L.A.

LA28, the committee behind the Olympic Games coming to Los Angeles, quietly added to its roster of directors some high-profile Republicans with ties to President Trump.

The 35-member volunteer board of directors now includes notable Republican political figures Kevin McCarthy, the former speaker of the House of Representatives, and Reince Priebus, who was Trump’s chief of staff during his first term. Before his role in the White House, Priebus served as the longtime chair of the Republican National Committee.

Diane Hendricks, a major GOP donor who has given millions to Trump’s campaigns, and Patrick Dumont, who owns the Dallas Mavericks and is the son-in-law of another major Trump donor, were also added to the board. Ken Moelis, an investment banker who worked with Trump in the 1990s and predicted the businessman would win the presidency in 2016, is also listed as a board member.

The Trump-adjacent inflow to the board of directors, first reported by Politico, is the latest sign of the president’s involvement in the major Los Angeles event.

It is not clear why the decision was made to expand the board of directors and how the individuals were selected. A spokesperson for LA28 did not immediately respond to The Times’ questions Thursday about the move.

Kevin McCarthy

(Associated Press)

Los Angeles business consultant Denita Willoughby and philanthropist Maria Hummer-Tuttle are also newly listed as board members.

“We are thrilled to welcome this accomplished group to the LA28 Board who will help create an unforgettable Games for athletes and fans alike,” Casey Wasserman, the chair of the 2028 L.A. Olympics organizing committee, wrote in a statement.

Wasserman could not immediately be reached by The Times for further comment.

Although past presidents have taken a largely ceremonial role in Olympics that have been held on U.S. soil, there are signs that Trump is seeking a more active role in the Games, which will occur in his final year as president.

In August, he signed an executive order naming him chair of a White House task force on the 2028 Games in Los Angeles. The president views the Games as “a premier opportunity to showcase American exceptionalism,” according to a White House statement. Trump, the administration said, “is taking every opportunity to showcase American greatness on the world stage.”

Trump at the time noted that he’d be willing to send the military back to Los Angeles to protect the Games. In June, he sent the National Guard and U.S. Marines to the city amid escalating immigration enforcement actions, prompting pushback from Mayor Karen Bass.

Wasserman attended the signing at the White House in August and thanked Trump for “leaning in” to planning for the Olympics, which he said is akin to hosting seven Super Bowls a day for 30 days.

“You’ve been supportive and helpful every step of the way,” Wasserman told the president at the time. “With the creation of this task force, we’ve unlocked the opportunity to level up our planning and deliver the largest and, yes, greatest Games for our nation, ever.”

LA28 hopes to sell more tickets for the 2028 Games than any other Olympic organizing committee in history, and the private group launched a fundraising campaign Thursday to help keep those tickets accessible to local fans.

The fundraising effort invites local sports teams, philanthropists and partners to fund ticket donations that will go to local organizations that will distribute tickets within their communities. The Rams are the inaugural partners, donating $5 million to the campaign.

“The 2028 Olympic and Paralympic Games are for everyone,” LA28 president Casey Wasserman said in a statement. “This program is about making sure that the people who live, work and contribute to the spirit of Los Angeles can access the Games taking place in their hometown. We’re incredibly thankful to Stan Kroenke and the Rams for being the first to step up for the people of their city. This is true partnership in action, and we look forward to welcoming others for this meaningful initiative.”

Registration for tickets will open in January and single tickets will start at $28. Amid concerns about skyrocketing prices for sporting events, LA28 said it will not use dynamic pricing that is common for large sporting events such as the FIFA World Cup.

Tickets for the FIFA World Cup coming to Canada, Mexico and the United States next year will start at $60 for some group-stage matches and climb to $6,730, the international soccer governing body said this year. Excluding the opening or closing ceremonies, tickets for the Paris Games ranged between 24 euros (about $27) and 950 euros ($1,097).

Leading up to the Games, the Paris organizing committee set aside more than 1 million tickets at 24 euros each and ensured half of the tickets on sale to the general public would be 50 euros or less. Hoping to keep the Games relatively affordable to fans, Paris 2024 used an “adapted pricing policy” that aimed to use the 15% of the tickets offered at the highest rates to allow the millions of lower-priced tickets.

The Paris Games sold a record 12 million tickets for the Olympics and Paralympics, which helped the organizing committee blow past its initial ticketing and hospitality revenue estimate by $365 million.

LA28 organizers expect to make 14 million tickets available for the largest Olympics in history and the first Paralympics in L.A.

After fans register for the ticket lottery beginning in January, purchasing windows will open that spring. Fans living near Olympic venue cities will have access to presale opportunities.

The Olympics are spread across more than 40 venues, with most clustered in L.A., Long Beach, Inglewood and Carson. Southern California residents and those living in Oklahoma City where softball and canoe slalom events will take place who are selected for the presale window will have access to all tickets for all venues.

Tickets for the Paralympics will go on sale in 2027.

Neck guards have previously been optional in Olympic competition, while in other competitions around the world they are not required.

While the guards are compulsory at youth international level, having to wear the guards will be a new experience at elite level for some of the world’s best players.

The British Elite League has not made them mandatory, despite the fatal incident involving Johnson occurring in their competition, and they are not yet required in the North America’s National Hockey League (NHL).

The NHL – regarded as the number one league in the world – will make the guards mandatory for new players, external entering the competition from the 2026-27 season onwards. However, those who already play in the league will not need to wear the protective equipment.

NHL players will feature at next year’s Milan-Cortina Olympics,, external having not appeared at the past two Games because of disruption to the domestic season in 2018 and concern over coronavirus at Beijing 2022.

The Olympic ice hockey competition will take place in Milan between 5 and 22 February 2026.

Leading off the 2028 Olympic Games: Shohei Ohtani, at Dodger Stadium. On deck: The lighting of the Olympic torch.

That is how the Los Angeles Games could look, based on the revised schedule announced Wednesday by LA28 organizers. In another sign that Major League Baseball is headed toward an agreement to allow its players to participate in the 2028 Games, LA28 adjusted its baseball schedule after discussions with the league.

Under the new schedule, the baseball competition would start on Thursday, July 13, 2028 — the day before the opening ceremony, rather than the day after.

That would give MLB the option to hold the 2028 All-Star Game on its traditional Tuesday date — most likely in San Francisco — with the Olympic baseball competition starting two days later in Los Angeles and ending on Wednesday, July 19. The major league schedule could resume the following weekend.

In past Olympic baseball tournaments, MLB has declined to stop its season, so minor league and college players have populated the rosters of many countries, including the United States. For 2028, MLB had no interest in canceling its All-Star Game and replacing it with the Olympic competition.

However, on the heels of a dramatic World Series that attracted record worldwide attention, and with a highly anticipated World Baseball Classic four months away, MLB would be passing up a global marketing bonanza by skipping the Olympics.

No final deal among LA28, MLB and the Major League Baseball Players’ Assn. has been reached, but MLB commissioner Rob Manfred all but telegraphed this resolution in July, one day after LA28 said its baseball competition would begin on the day after the opening ceremony.

“They put out a schedule,” Manfred said then. “They tell you it’s not going to move. We’ll see whether there is any movement on that.

“It is possible to play the All-Star Game in its normal spot, have a single break that would be longer, but still play 162 games without bleeding into the middle of November. It would require significant accommodations, but it is possible.”

And now, it appears likely.

IRON Maiden rocker Bruce Dickinson says he took up fencing to help him fend off sex-hungry groupies. 

The heavy metal star, 67, turned to the sword-fighting sport to keep a clear mind — but ended up as one of Britain’s best competitors. 

Run to the Hills singer Bruce — worth about £100million – was at one point ranked No7 in the UK and an outside contender for the Olympics. 

He tried fencing as a teenager and then took it up as a hobby in 1983 to distract himself from the temptations of sex, booze and drugs after finding fame. 

He spent months training with Team GB and represented a semi-pro club.  

Asked why he picked up the blade, he told Classic Rock mag: “I was busy sh*****g everything that moved and none of it was healthy.  

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“I remember something that (The Who guitarist) Pete Townshend once said about groupies — ‘The moment you realise you can click your finger and manipulate people into having sex with you, that’s the moment you’re going down the slippery slope’. 

“You can’t believe women are throwing themselves at you. You think, ‘Well this is nice’. And it is. It’s f*****g great. But there’s a dark side to this.  

“Where do you stop? When does it become a prop, like alcohol or cocaine?

“So that’s when I started doing extracurricular activities like fencing.  

“I was thinking, ‘I’ve got to do something to keep my brain clean’.”  

Bruce, also a qualified pilot who flies Iron Maiden’s private 747 on tour, still takes part in fencing competitions for his age group.  

The band has sold more than 130million albums since forming in London in 1975.