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BERA’s LA28 Olympic Sponsorship Survey Findings
The Olympics remain a uniquely powerful cultural platform with consumers excited and ready to engage with the games across many platforms. But LA28 sponsors will need to do more than attach their logo to the Games. Consumers are most responsive when brands provide access, utility, and emotionally resonant stories rather than traditional sponsorship visibility alone. […]
LA28 Can Build Brand Strength From the Inside
During the panel discussion Made in America — How LA28 Is Rewriting the Rules of Sports Marketing, presented at Sport Beach during Cannes Lions 2026, the conversation showed how a major partnership can build more than external visibility. Sponsorships like LA28 can give employees a clearer connection to the brand’s purpose, values, and role in […]
How LA28 Sponsors Can Demonstrate Real ROI Behind Olympic Investment
Olympic sponsorship comes with scale, cultural relevance, and visibility that few properties can match. According to BERA data, the Olympics rank as the most loved sporting event in the United States among adults 18-34, topping the Super Bowl, World Series, NBA Finals, Stanley Cup, and World Cup. That level of attention gives sponsors a strong […]
LA28 Sponsors Need to Give Fans a Reason to Engage
Fans actively engage with brands during the Olympics, but the strongest relationships are built by giving consumers something worth engaging with. BERA’s LA28 sponsorship research found that a majority of consumers enjoy when brands are closely integrated into the Olympic viewing experience, especially when sponsors provide behind-the-scenes athlete content, travel or ticket packages, athlete stories, […]
LA28 Will Change How Olympic Audiences Are Reached
LA28 will be a much more distributed viewing experience than past U.S. Olympics. People still want the scale and spectacle of the Games, but they now expect to follow the Olympics across streaming, TV, highlights, social video, creator content, and shared viewing moments. BERA’s LA28 sponsorship research found that 77% of consumers plan to follow […]
Made in America — How LA28 Is Rewriting the Rules of Sports Marketing
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