LA 2028 bolsters commercial team with new hires

LA 2028, the organising committee for the summer Olympic and Paralympic Games in Los Angeles, has expanded its commercial leadership team with the appointments of executives Brian Lafemina, Amy Gleeson and Nicole Jeter West.

Gleeson joins LA 2028 as chief marketing officer, leading the organisation’s multi-channel brand marketing and data-driven strategic insights. Gleeson has previously led marketing for payment services company Visa at Vancouver 2010, London 2012 and Sochi 2014.

Lafemina joins LA 2028 as chief business officer, responsible for creating a new blueprint for business integration at the Games. Lafemina will oversee venue partnerships, hospitality and ticketing. He comes to LA 2028 with 30 years’ experience in the sports industry at the National Football League, Madison Square Garden Company and NFL franchise the Washington Redskins.

Additionally, Jeter West has been named general manager for the Legends agency’s relationship with US Olympic and Paralympic Properties, LA 2028’s joint venture with the US Olympic Committee.

In this newly-created role, Jeter West will seek to drive an integrated approach to the sponsorship strategy with a focus on data analytics and content to increase the value proposition for fans and brands. Jeter West brings two decades of experience in the sports industry at Legends, the United States Tennis Association and NBA basketball team the New York Knicks.

Lafemina, Gleeson and Jeter West will report to LA 2028 chief revenue officer Kathy Carter. LA 2028 named Legends as its sales sponsorship agency in October.

“We’re bringing some of the most innovative minds in sports and marketing to the team,” Carter said. “It is an incredibly exciting time to be involved with the Olympic and Paralympic Movement. LA 2028 will reimagine every aspect of how brands, fans and athletes engage with the Games.”

The announcement comes after US media company NBCUniversal last week joined forces with LA 2028 to establish what they claim is a unique offering in the United States. The agreement, the first of its kind in US Olympic and Paralympic history, covers media, sponsorship, and activation opportunities in the US for the Olympic and Paralympic Games from 2021 to 2028.