LOS ANGELES / GLOBAL — The decision by Intuit Inc. to become a Founding Partner of the Los Angeles 2028 Olympic and Paralympic Games (LA28) represents a pivotal moment not only for the Games, but for the future of Olympic sponsorship itself — redefining how corporate partnerships can drive economic inclusion, innovation, and measurable community impact alongside global sport.
At a time when mega-events face increased scrutiny over cost, equity, and long-term value, the Intuit–LA28 alliance positions the Olympics as a platform for shared prosperity, not merely a branding opportunity.
This partnership is not transactional.
It is transformational.
Rewriting the Olympic Sponsorship Playbook
Traditional Olympic sponsorships have centred on visibility, exclusivity, and hospitality. Intuit’s Founding Partner role signals a clear shift toward purpose-led sponsorship, where commercial scale is matched with social responsibility and long-term outcomes.
Key differentiators of the Intuit partnership include:
- Embedded community programmes, not one-off campaigns
- Economic empowerment as a core deliverable
- Technology-enabled inclusion, particularly for small businesses and athletes
- Legacy planning that extends beyond 2028
This reflects LA28’s broader commercial strategy — one that aligns with modern expectations around sustainability, inclusion, and accountability.
Intuit Dome: A Symbol of Commercial Evolution
The decision to allow Intuit Dome to retain its name during Olympic competition is unprecedented in Olympic history — and deeply symbolic.
Rather than stripping venues of their commercial identities, LA28 is embracing a North American sports model that balances Olympic tradition with modern commercial realities. The result:
- Reduced venue conversion costs
- Stronger sponsor integration
- A more financially sustainable Games
For Intuit, hosting Olympic basketball at its namesake venue places the brand at the heart of one of the most watched sports on the Olympic programme — while reinforcing its commitment to Los Angeles as both a corporate and civic home.
Powering Prosperity: From Athletes to Small Businesses
At the core of Intuit’s mission is a simple idea: financial confidence unlocks human potential. That philosophy underpins every pillar of the LA28 partnership.
🏅 Supporting Team USA Athletes
Olympians and Paralympians often navigate complex financial realities — from prize money and sponsorships to tax obligations. Through TurboTax and other tools, Intuit will provide select athletes with resources that allow them to focus on performance, not paperwork.
🏪 Empowering Local Entrepreneurs
The Intuit–LA28 Small Business Supplier Programme is designed to open Olympic procurement pipelines to local, diverse, and underrepresented businesses, giving them access to mentorship, technology, and real commercial opportunity.
For many small businesses, LA28 will not just be a sporting event — it will be a launchpad.
Why This Partnership Matters for Los Angeles
Los Angeles will become the first city to host the Summer Olympics three times — a distinction that comes with heightened expectations around legacy.
The Intuit partnership directly addresses those expectations by:
- Supporting local economic ecosystems
- Enhancing financial literacy and resilience
- Creating opportunities that persist after the Games
Rather than concentrating value in temporary infrastructure, the partnership invests in people, skills, and businesses — assets that grow over time.
A Blueprint for the Olympic Movement
For the wider Olympic Movement, the Intuit–LA28 collaboration offers a blueprint for future host cities and sponsors:
- Sponsorships should solve real problems
- Brand alignment should be values-driven
- Legacy should be designed early, not retrofitted
As global sports organisations rethink how mega-events serve their host communities, this partnership demonstrates how technology companies can play a central role in inclusive economic development through sport.
Commercial Confidence in LA28
Intuit’s Founding Partner status comes amid strong commercial momentum for LA28, with domestic sponsorship revenue already surpassing USD 2 billion — a sign of deep corporate confidence in the Games’ financial and operational model.
By attracting partners capable of delivering both scale and substance, LA28 is positioning itself as a model for financially responsible, socially impactful Olympic Games.
Beyond 2028: A Lasting Impact
Long after medals are awarded and venues transition to post-Games use, the most enduring legacy of LA28 may be economic empowerment — a generation of athletes, entrepreneurs and families equipped with the tools to thrive.
Through this partnership, Intuit is not just sponsoring the Games.
It is investing in the future of Los Angeles.
And in doing so, it is helping redefine what the Olympics can — and should — represent in the 21st century.
Read more sports news here.
Sources
- LA28 Organizing Committee — Intuit Becomes a Founding Partner of the LA28 Olympic & Paralympic Games
https://la28.org/en/newsroom/intuit-becomes-a-founding-partner-of-la28.html - Intuit — Intuit Announces Multi-Year Partnership with Team USA and LA28
- Reuters — Intuit Dome to retain name during LA28 Olympics
- Reuters — LA28 surpasses $2 billion in sponsorship revenue
