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LA 2028 hires Legends sponsorship agency

LA 2028 has named US marketing agency Legends as its new sponsorship partner.

Legends will work across all US Olympic and Paralympic properties to secure sponsorship opportunities for the LA 2028 Olympic and Paralympic Games.

Under the multi-year deal, Legends will work with the joint venture formed by LA 2028 and the US Olympic Committee to market and sell LA 2028 and Team USA sponsorship rights.

Casey Wasserman, LA 2028 chairman, said: “The opportunity ahead is unprecedented. Never before in the Olympic movement have we had a known 10-year time horizon to imagine stories and create platforms to engage and connect with people.

“We are thrilled to partner with Legends to bring to life sponsorship opportunities for LA 2028 and Team USA.”

Legends will also provide sponsorship-related consulting services, including development and operation of a sales centre; analysis and valuation of sponsorship rights; and a comprehensive sales and marketing plan for LA 2028 and Team USA.