The Los Angeles 2028 Olympic and Paralympic Games have secured another global powerhouse brand. Starbucks has officially been announced as the official coffee partner of LA28 and Team USA, bringing its iconic green apron into the heart of one of the world’s biggest sporting stages.
Brewing Connection in the Olympic Village
As part of the deal, Starbucks will open a specially designed coffeehouse inside the Olympic and Paralympic Village. This space is not just about caffeine — it’s envisioned as a gathering hub where thousands of athletes from across the globe can connect, relax, and recharge during competition.
Baristas in signature green aprons will serve drinks to athletes, while Starbucks will also extend its café presence across venues, volunteer hubs, and spectator zones. The move reflects the company’s ambition to blend sport, culture, and community into one shared experience.
Casey Wasserman, Chairperson and President of LA28, called it a partnership rooted in “co-creating a Games that will resonate for generations to come.”
Expanding Reach Beyond Los Angeles
Starbucks’ Olympics strategy stretches further than just LA28. The brand will also partner with NBCUniversal during coverage of the 2026 Milano Cortina Winter Olympics, gaining coffee exclusivity across NBC platforms. This opens up opportunities for integrated storytelling, branding, and visibility across broadcast and digital channels.
Tressie Lieberman, EVP and Global Chief Brand Officer of Starbucks, framed the partnership as “championing a global celebration.” For Starbucks, this goes beyond coffee — it’s about cementing its role as a cultural touchpoint wherever people gather.
Local Roots, Global Stage
With over 1,000 stores in greater Los Angeles and nearly 35 years of presence in the region, Starbucks has deep local roots. Its recent $1 million contribution to wildfire relief underlines the company’s broader commitment to community impact. Now, through LA28, Starbucks connects its brand purpose to the world’s most-watched sporting event.
Why This Move Matters for Other Brands?
Starbucks’ LA28 deal highlights several lessons for global brands and sports organizations alike:
- Experience, Not Just Exposure
Starbucks is embedding itself into the Games — literally building spaces for connection. For sponsors, the shift is clear: visibility alone isn’t enough. Fans and athletes expect experiences that align with culture. - Multi-Platform Storytelling
By linking with NBCUniversal for Milano Cortina 2026, Starbucks secures not just logos on screens, but integrated brand stories across broadcast, digital, and social. Sports sponsorship is no longer about one moment — it’s about narrative continuity. - Community as Strategy
The Olympic Village coffeehouse is symbolic. Starbucks is using sport to showcase community-building at scale. Brands should see this as a blueprint: sponsorships work best when they deliver tangible cultural value. - Future-Proofing Fan Relationships
As ticket prices, digital subscriptions, and sponsorship clutter rise, brands must move from transactional exposure to relationship-driven engagement. Starbucks’ LA28 play is a reminder that belonging > visibility.
The Bigger Question
What will your brand — or your sports property — do to ensure you’re not just seen, but felt?
The Starbucks–LA28 partnership is a textbook example of how sponsorship is evolving. At 365247, we help clubs, leagues, and brands design strategies that turn partnerships into cultural statements. The playbook is shifting — and the winners will be those who move first. Let’s talk
For Brands, Businesses and Services, feature in our posts
IMAGE; AP
