JPMorgan Commits Nine-Figure Sum to Become First Global Banking Partner of the Olympics
JPMorgan Chase is committing a nine-figure sum to become the first global banking partner in Olympic history, in a major endorsement of the International Olympic Committee's top-tier sponsorship program, known as The Olympic Partner, or TOP. Sponsors at this level receive exclusive marketing rights. The parties did not disclose the specific terms of the agreement, but the market estimates that sponsorship at this level costs at least $200 million for a four-year cycle. On July 15, 2026, JPMorgan CEO Jamie Dimon attended the Pennsylvania Defense and Innovation Summit in Carlisle, Pennsylvania. JPMorgan's management had been in talks with Olympic organizers about event sponsorship for years. As the 2028 Los Angeles Olympics approach, the bank finalized the partnership, committing a nine-figure sum to become the first global banking partner in Olympic history. John Slusher, CEO of the United States Olympic and Paralympic Properties organization and a former [description incomplete in source] executive, said in an interview that JPMorgan is one of the organization's largest partners. JPMorgan's entry also signals renewed market confidence in the IOC's highest-level sponsorship program, The Olympic Partner. Established in 1985, TOP gives sponsors exclusive marketing rights. The program faced a wave of corporate departures at the end of 2024, when several major companies, including [company name missing in source], Toyota and Bridgestone, ended their partnerships. Slusher has been restructuring the commercial model to attract top-tier sponsors. He said Olympic organizers combined various event assets into a joint venture that centrally manages all commercial rights. Companies need to sign only one partnership agreement, after which they can choose rights covering the Los Angeles Olympics, the U.S. team and the Paralympics. The organizers have also introduced new marketing opportunities beyond the competitions. The Olympic torch relay will run for 100 days and travel through all 50 states, while multiple competition venues will offer naming rights. "We need to strike a balance. Avoiding the over-commercialization of the Olympics is critically important, but at the same time, we need to broaden revenue sources to ensure a higher-quality Games," Slusher said. JPMorgan's partnership covers the 2028 Los Angeles Olympics and Paralympics, as well as the 2030 Winter Olympics in the French Alps. Last week, the bank also announced plans to add more than 100 commercial bankers in Southern California, an increase of 30%, as part of its Los Angeles Olympics strategy. JPMorgan currently has 5 million retail-banking customers and 589,000 small-business customers in Los Angeles. "Building a supporting ecosystem and helping local small businesses is highly meaningful, enabling them to capture business opportunities created by the Olympic economy," JPMorgan Chief Marketing Officer Kara Hassan said. Hassan described the Olympic partnership as JPMorgan's [statement incomplete in source]. The company will assess the investment's return across brand impact, customer engagement, new-customer acquisition and employee pride. The agreement is the latest step in JPMorgan's continuing expansion in sports. The company has deep partnerships with Madison Square Garden in New York and Chase Center in San Francisco, the home arenas of the NBA's Knicks and Warriors, respectively. It has also been a longtime sponsor of the U.S. Open tennis tournament in New York and recently signed a multimillion-dollar agreement to sponsor Ohio State University's athletics programs. Earlier this year, JPMorgan established an athlete advisory council whose members include seven-time Super Bowl champion Tom Brady and World Cup champion Alex Morgan. The council is intended to improve financial literacy and wealth-management capabilities among people working in sports. Hassan said the Olympics and Paralympics partnership has unique appeal because of its global reach. "Very few partnerships have this kind of truly global impact. It is a unique platform in itself," she said.
The parties did not disclose the specific terms of the agreement, but the market estimates that sponsorship at this level costs at least $200 million for a four-year cycle.
On July 15, 2026, JPMorgan CEO Jamie Dimon attended the Pennsylvania Defense and Innovation Summit in Carlisle, Pennsylvania.
JPMorgan's management had been in talks with Olympic organizers about event sponsorship for years. As the 2028 Los Angeles Olympics approach, the bank finalized the partnership, committing a nine-figure sum to become the first global banking partner in Olympic history.
John Slusher, CEO of the United States Olympic and Paralympic Properties organization and a former [description incomplete in source] executive, said in an interview that JPMorgan is one of the organization's largest partners.
JPMorgan's entry also signals renewed market confidence in the IOC's highest-level sponsorship program, The Olympic Partner. Established in 1985, TOP gives sponsors exclusive marketing rights. The program faced a wave of corporate departures at the end of 2024, when several major companies, including [company name missing in source], Toyota and Bridgestone, ended their partnerships.
Slusher has been restructuring the commercial model to attract top-tier sponsors. He said Olympic organizers combined various event assets into a joint venture that centrally manages all commercial rights. Companies need to sign only one partnership agreement, after which they can choose rights covering the Los Angeles Olympics, the U.S. team and the Paralympics.
The organizers have also introduced new marketing opportunities beyond the competitions. The Olympic torch relay will run for 100 days and travel through all 50 states, while multiple competition venues will offer naming rights. "We need to strike a balance. Avoiding the over-commercialization of the Olympics is critically important, but at the same time, we need to broaden revenue sources to ensure a higher-quality Games," Slusher said.
JPMorgan's partnership covers the 2028 Los Angeles Olympics and Paralympics, as well as the 2030 Winter Olympics in the French Alps.
Last week, the bank also announced plans to add more than 100 commercial bankers in Southern California, an increase of 30%, as part of its Los Angeles Olympics strategy. JPMorgan currently has 5 million retail-banking customers and 589,000 small-business customers in Los Angeles.
"Building a supporting ecosystem and helping local small businesses is highly meaningful, enabling them to capture business opportunities created by the Olympic economy," JPMorgan Chief Marketing Officer Kara Hassan said.
Hassan described the Olympic partnership as JPMorgan's [statement incomplete in source]. The company will assess the investment's return across brand impact, customer engagement, new-customer acquisition and employee pride.
The agreement is the latest step in JPMorgan's continuing expansion in sports. The company has deep partnerships with Madison Square Garden in New York and Chase Center in San Francisco, the home arenas of the NBA's Knicks and Warriors, respectively. It has also been a longtime sponsor of the U.S. Open tennis tournament in New York and recently signed a multimillion-dollar agreement to sponsor Ohio State University's athletics programs.
Earlier this year, JPMorgan established an athlete advisory council whose members include seven-time Super Bowl champion Tom Brady and World Cup champion Alex Morgan. The council is intended to improve financial literacy and wealth-management capabilities among people working in sports.
Hassan said the Olympics and Paralympics partnership has unique appeal because of its global reach. "Very few partnerships have this kind of truly global impact. It is a unique platform in itself," she said.