JPMorgan Chase signed multi-year sponsorship agreements with the International Olympic Committee covering the 2028 Los Angeles Summer Olympics and the 2030 French Alps Winter Games. The bank joins the TOP programme—The Olympic Partner tier—bringing global activation rights across financial services. Terms were not disclosed. Comparable TOP deals in recent cycles have ranged from $200 million to $300 million per quadrennium, though banking category slots typically anchor toward the higher end.
The timing is precise. JPMorgan secures Olympic branding three and a half years before LA28, when the Games return to the United States for the first time since Salt Lake City in 2002. The bank operates 4,700 branches across the US and holds $3.9 trillion in assets under management as of year-end 2024. LA28 is projected to draw 15,000 athletes and generate $6.9 billion in domestic sponsorship revenue, per organiser estimates. JPMorgan now owns hospitality access, athlete endorsement pathways, and broadcast inventory across NBC's domestic coverage and Warner Bros. Discovery's European windows.
The French Alps addition is less obvious but carries signal. The 2030 Winter Games will be split between resorts in the Savoie and Haute-Savoie regions—Courchevel, Méribel, Val d'Isère—targeting Europe's private banking corridors. JPMorgan's European wealth management arm added €42 billion in net new assets in 2024, per fourth-quarter filings. Winter Games sponsorship historically skews toward luxury automotive and Swiss watchmakers; a New York-domiciled bank taking the slot suggests the IOC is pricing for American asset allocators skiing Courchevel, not Geneva locals.
JPMorgan already sponsors Formula 1's Aston Martin Aramco team and holds naming rights to the Chase Center in San Francisco, where USA Basketball trains. The Olympic deal consolidates the bank's presence across three sports properties with overlapping ultra-high-net-worth audiences. For context, Visa has held Olympic financial services exclusivity since 1986; JPMorgan's entry does not displace Visa but rather fills a banking subcategory the IOC carved out in 2023 to increase category inventory. The distinction: Visa owns payments; JPMorgan owns wealth management, lending, and advisory messaging.
The IOC has added four TOP partners since the Tokyo 2020 cycle concluded, including Intel (departed 2024), Allianz, and now JPMorgan. Revenue diversification is urgent. Broadcast rights still account for 61% of IOC income, but US rights fees have plateaued—NBC's 2032 extension came in at $7.65 billion, flat against the prior deal when adjusted for Games count. Sponsorship now must grow. JPMorgan's deal likely includes activation budgets exceeding the rights fee itself; TOP sponsors historically spend 1.5x to 2x the sponsorship cost on media, hospitality, and athlete campaigns.
LA28 already holds $2.8 billion in domestic sponsorship commitments. Delta, Salesforce, and Comcast signed in 2024. The IOC keeps TOP revenue separate from local organising committee deals, but JPMorgan's presence creates adjacency opportunities—co-branded lounges, Olympic-themed private banking events in Century City, athlete investment seminars. The bank will also inherit rights to use Olympic marks in 200+ territories, useful for wealth management pitches in Asia-Pacific markets where the brand still tests well among executives.
JPMorgan's activation strategy will clarify by mid-2025. The bank typically assigns sponsorships to its commercial banking or asset management divisions depending on audience targeting. If this sits with asset management, expect Courchevel chalets and Marina del Rey yacht activations. If commercial banking, expect small business Olympic grant programmes and branch signage in Greater Los Angeles. The IOC's sponsor services team begins planning 18 months before each Games; JPMorgan's first activation brief is due by summer.
The French Alps 2030 component also purchases time. The next Winter Games after 2030 are Salt Lake City 2034, where JPMorgan already holds regional banking dominance in Utah. Signing now for two cycles locks pricing before Salt Lake's domestic premium inflates the category.
Watch for JPMorgan's athlete ambassador roster by Q3 2025—Olympic sponsorships require visible talent partnerships within 12 months of signing. Also watch whether the bank takes a secondary Olympics hospitality presence at the Qatar 2036 bid; JPMorgan advised Qatar's sovereign wealth fund on multiple transactions and holds credit facilities with Qatar National Bank. If the IOC awards 2036 to Doha, JPMorgan's TOP deal extends into a fourth Games on its own.
The IOC will announce two more TOP partners before LA28. One slot remains open in technology; one in retail or telecommunications. JPMorgan's deal closed in January 2025, per people familiar, but was embargoed until this week to separate it from the IOC's Paris 2024 debrief cycle.
The takeaway
JPMorgan takes Olympic TOP slot for LA28 and French Alps 2030, targeting US wealth clients and European private banking corridors before Salt Lake 2034 pricing inflates.
olympicsjpmorgansponsorshipla28winter-gamesioc
Brand your brand — for real
70,000 products · virtual proof in 60 seconds · no platform fee · imprinted since 1997
Two hundred brands. Eight months on the desk. $0.003 an impression.
The branded-identity layer Chiefs of Staff and heritage CMOs route through — imprinting on real authorized stock for Nike, YETI, Patagonia, The North Face, Carhartt, Stanley, Peter Millar, TUMI, Montblanc, Moleskine, Waterford, and 190 more. Nine editorial desks publish the intelligence those operators read before they sign: The Stash Edge, Markets Edge, Sports Edge, Voyage Edge, Black's Edge, House Edge, the Article Engine, Ramen, and Fending.
$0.003per impression · vs ~$0.007 digital CPM
8 monthson the desk · vs 0.8s for a digital ad
200+authorized brands · Nike · YETI · Patagonia
9 deskspublishing daily · since 1997
70,000 SKUs · virtual proof in 60 seconds · no platform fee · blind-shipped · ASI #217876
Your next customer won't visit your website. Their AI will.
AI assistants have quietly taken over the first step of buying — they answer from catalogs they can read and shortlist whoever can actually ship. Two questions now decide whether you exist to that buyer: can a machine read your catalog, and can you fulfill the order. Most brands fail one or both and never find out why the orders went elsewhere. The winners of this shift aren't the loudest. They're the most readable. Build for the machine that's about to do the shopping.
Built by the craft floor — apparel, media, packaging, and secure print.
This trade runs on hands, not desks. Imprint manufacturing & Komori Press · Canon high-speed secure-media operations is a craft floor — genuine Six Sigma discipline applied to ink, thread, foil, and registration, where a hundredth of an inch is the difference between a brand that reads serious and one that reads cheap. POPS4 is built by exactly those operators: independent, boots-on-the-ground engineers who carry their own book, read a client in microseconds, and put their name on every run. Beyond our own Virginia Beach floor, we work with a vetted network of craft manufacturers across the US — each meeting the highest excellence in QC standards in the industry, each a specialist in its own discipline — so apparel, hard-goods imprinting, media manufacturing, packaging, and secure printing all go to the bench built for them, coordinated from one accountable hub. Short-run from twenty-five units, volume to five hundred thousand. Two hundred authorized national brands, seventy thousand SKUs with virtual proofing on every one. Art archived for instant reorders. Net-thirty corporate terms, NDA-standard white-label — your name on the work, or none at all.
Strategy, positioning, identity, creative, and messaging — wired into an AI system that publishes and distributes on its own. Nine editorial desks generate the authority, the production house ships the physical proof, and the attribution layer tells you which post sold which SKU. What you get is an operating layer — content, catalog, and order path under one roof — that keeps working whether or not you are in the room. Built for principals who would rather own the machine than rent the agency.
Named-account programs — one desk, quiet delivery, NDA-standard.
One point of contact who already knows the file, so nothing restarts from zero between engagements. The work ships blind, under NDA, with your name on it or none at all. Built for single-family offices, heritage-house CMOs, sports-ownership groups, and the agencies that white-label our production. The relationship is the product; the merch is the proof of it.
SFO · Chief of Staff desk. Principal household, properties, aircraft, yacht, calendar, philanthropy — one file.
Shop seventy thousand products. Virtual proof on every one. 24/7.
Drop your logo on any product and see the virtual proof before asking. Quote routes direct to the desk. MCP catalog for AI agents. Celeste for the fast conversation. Full self-service checkout in development.