JPMorgan Chase is in talks to become a corporate sponsor of the 2028 Los Angeles Olympics, which could place the banking powerhouse alongside other major partners for the upcoming Games, according to published reports.
In a report from the Financial Times on Friday, the U.S.-based financial institution has advanced its discussions with the International Olympic Committee to be the bank affiliate, sources familiar with the matter told the publication.
If JPMorgan Chase became a sponsor, it would join AB InBev, Airbnb, Alibaba, Allianz, Deloitte, Coca-Cola, Omega, Procter & Gamble, Samsung, Visa and TCL as lead partners and be the 12th major company in a growing list of brands that have committed to the 2028 Games.
The move would continue to solidify JPMorgan Chase as a visible presence in major sporting events.
The bank as been a prominent sponsor of the U.S. Open since 1982 and has staged its global Corporate Challenge running event since the late 1970s.
Meanwhile, stepping up to doing business with the IOC would mean becoming part of the Olympic Partner program which is the highest level that a sponsor can reach within the organization. TOP status grants its partners “exclusive, global marketing rights” to the Games.
TOP was first introduced in 1985 and immediately transformed how the corporate world interacted with the Olympics and also became a lucrative revenue stream for the IOC. Adding JPMorgan Chase to the TOP roster would be windfall for the IOC more than two years from the Games and as the 12th sponsor for 2025-28, the bank pushes the corporate tally event closer to the most recent summer games.
The 2020 Tokyo Olympics had 14 partners, while the 2025 Paris Games brought on 15 sponsors.
But even with a loaded group of corporate parters in recent years, the TOP has seen shortfalls. In 2025, the IOC reported $560 million in revenue, its lowest level since 2020 when it brought in $532 million. Five partners – Atos, Bridgestone, Intel, Panasonic and Toyota – dropped out at end of 2024.
Still, AB InBev and Allianz struck new deals with the IOC after the 2025 Paris games and TCL became one of the newest partners when it joined last February. But the IOC still faces pressure to not only boost revenue through TOP but raise its overall income even during non-Olympic years that are part of the cause of deficits.
But, the IOC has started to loosen its longtime policies on commercial sponsorships and marketing and last August LA28 organizers revealed that the upcoming Los Angeles Games would be the first to offer naming rights to some of its venues.
The pivot is a major change from the IOC traditionally prohibiting advertising at the Olympics but somewhat relaxed rules for partners at the Paris Games in 2024 have allowed LA28 officials to find new revenue streams on at least 20 sites.
