Rachel Axon

3 weeks ago | sportsbusinessjournal.com | Rachel Axon

Since last year, LA28 Chairman Casey Wasserman has emphasized the same point regarding the organizing committee’s sponsorship sales: Partners buy when they want to buy. After Honda signed on as automotive sponsor this week, that time is now. The latest, and biggest, of LA28’s signings is the clearest indicator of momentum behind its sales efforts and progress toward hitting its $2.5 billion sponsorship target.

3 weeks ago | sportsbusinessjournal.com | Rachel Axon

USA Gymnastics CEO Li Li Leung will leave her role at the end of the year after a six-year run in which she led the NGB out of crisis and rebuilt the organization. Her departure comes after a drastic turnaround for the national governing body, which she has led since March 2019 and took over following one of the worst sexual abuse crises in sport.

3 weeks ago | sportsbusinessjournal.com | Rachel Axon

LA28’s Paralympics venue plan will leverage some of the Games’ most iconic venues and all events hosted within a 35-mile radius. With several sports clustered together in and around the city, LA28 will have one Paralympic village on UCLA’s campus. Most of the sports will be contested in L.A., with the L.A. Convention Center, Crypto.com Arena, L.A. Memorial Coliseum set to host several events and Venice Beach set to host the para triathlon and be the starting point for the para athletics marathon.

3 weeks ago | sportsbusinessjournal.com | Rachel Axon

After the success of its first trials held in an NFL stadium, USA Swimming didn’t see how it could go back to a smaller venue. Turns out, at least for now, it can’t see going anywhere else. USA Swimming announced Tuesday that it will return to Indianapolis and Lucas Oil Stadium for the trials in 2028. It held the event there last year leading into the Paris Games, marking the first time trials were held in an NFL stadium and twice setting world records for attendance.

3 weeks ago | sportsbusinessjournal.com | Rachel Axon

LA28’s sponsorship sales took a significant leap forward on Monday with Honda signing on as a founding partner, giving the organizing committee its first new tier-one partner in nearly four years. The deal is the sixth new sponsor announcement in 2025, matching the total for all of last year, and represents a financial and operational boon to LA28. Financial terms of the deal were not disclosed, but the reported price tag for top-tier sponsors starts at around $200M.