The organizational committee of the Los Angeles 2028 Olympic and Paralympic Games (LA28) has parted ways with sales and consumer relations software giant Salesforce, one of its biggest sponsors up to this point.
Initially signed in 2021 and set to last seven years, the partnership has ended after just three with LA28 saying in a brief statement that the two had elected to “amicably part ways” four years out from the showpiece event.
Salesforce had been providing its Salesforce Customer 360 technology to LA28 in order to enhance the digital experience for fans and athletes, and to help build Olympic and Paralympic fan communities.
The parting is inevitably a blow to LA28’s stated aim of achieving $2.5 billion in sponsorship revenue to help fund the games, though it is uncertain how deeply this affects the games’ funding goal - with $1 billion already having reportedly been secured.
Should the sponsorship funding mechanism fall short of its target, taxpayer dollars will reportedly be used to make up the shortfall.
Salesforce was a founding sponsor of LA28 alongside telecommunications firm Comcast and airline company Delta, both of which remain partnered with the 2028 Olympics.
The software company was set to sponsor LA28 US TV broadcasts on NBCUniversal-owned networks as part of the tie-up, as well as serving as a partner of the US Olympic and Paralympic Committee (USOPC).
Through the partnership, the company had already served as a sponsor for NBCUniversal broadcasts of the Tokyo 2020 Olympic Games and was likely set to do the same for the upcoming Paris 2024 Olympics, although it is unknown whether or not this will continue less than 100 days to the beginning of the event.
The announcement of the end of the Salesforce partnership preceded LA28 announcing a new partnership with US careers platform Guild, which simultaneously partnered with the USOPC.
Guild will serve as an official education, skilling, and career mobility provider for the games and USOPC, activating ahead of the games to provide Team USA athletes with career development and skills coaching and support.
Speaking on the partnership, USOPC vice president of athlete development and engagement Carrie White stated: “Guild has a proven record of driving outcomes and long-term success for those it serves and the initial reaction from Team USA athletes to this education and career development opportunity has been incredibly positive. We are excited to share it with the entire athlete community.”
