LA28 announced Starbucks as the official coffee partner for the 2028 Olympics and Paralympics and Team USA on Tuesday, adding a fourth founding-level partner to the growing sponsorship list with less than three years to go before the Games.
Starbucks will enter the Olympic arena for the first time by providing specially designed coffeehouses in the Olympic and Paralympic village, competition venues and volunteer hubs for athletes, fans and spectators.
“Starbucks is proud to bring connection, culture, community and incredible coffee to the world stage,” said Tressie Lieberman, executive vice president and global chief brand officer of Starbucks Coffee Company.
The Seattle-based coffee giant represents LA28’s second major founding partner of the year, joining Honda, which announced its Olympic deal in April. Longtime partners Delta and Comcast are the cornerstones of the corporate sponsorship program that will be the backbone of what LA28 has promised will be a privately funded Games.
Domestic sponsorships are intended to cover $2.5 billion of the Games’ estimated $7.1 billion budget. As of August, the private organizing committee had contracts for more than 70% of its total sponsorship goal, LA28 chairman Casey Wasserman told The Times. Financial terms for the latest deal were not disclosed.
“This is our chance to co-create a Games that will resonate for generations to come, and welcoming Starbucks to the LA28 and Team USA family marks the coming together of a world-class brand and a globally embraced event, with a shared commitment to shaping culture and community,” Wasserman said in a statement.
LA28 has also announced two other partnerships in September, bringing in equipment rental company Sunbelt Rentals and T-Mobile for Business.
Costa Coffee supplied coffee for the Tokyo and the Paris Games after the British chain was acquired by Coca-Cola — one of the International Olympic Committee’s longest-standing and most prominent partners — in 2019. But Coca-Cola has been exploring a sale of Costa Coffee, according to Reuters. As a worldwide partner, the Atlanta-based soda company has exclusive Olympic and Paralympic rights to non-alcoholic beverages.
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