The Olympic Games are the most-watched and most-celebrated sporting event on the planet, uniting countries, athletes, and audiences around a shared global stage. With that kind of attention and influence, it’s no wonder that cities and stadiums around the world often wonder: “Could the Olympics ever come here?”
For sports fans in the Midwest—and especially for those who bleed maize and blue—the idea of hosting Olympic events at Michigan Stadium in Ann Arbor, affectionately known as “The Big House,” is an exciting one. With a seating capacity of over 107,000, it’s the largest stadium in the United States and one of the largest in the world.
But is it possible? Could this iconic college football cathedral one day host Olympic competitions?
Let’s explore the realistic possibilities, what it would take, and how it fits into the larger context of the LA Olympics 2028, evolving trends in live event production, and the growing importance of experiential marketing in Olympic storytelling.
The Big House: Olympic-Sized Potential
Located in Ann Arbor, Michigan Stadium is legendary in the world of college sports. It’s hosted everything from University of Michigan football games to international soccer friendlies and NHL Winter Classics. The infrastructure, scale, and fan energy are already in place. So why not the Olympics?
In theory, the stadium’s capacity and prestige could make it an attractive option for certain Olympic events—particularly those that require large crowds and a centralized field. Opening ceremonies, soccer matches, or even exhibition sports could fit the bill.
But the answer depends largely on timing, location strategy, and the IOC’s rotating host city system.
The Olympics: A City-Based, Not Stadium-Based, Model
Olympic Games are awarded to cities—not stadiums. The International Olympic Committee (IOC) evaluates bids from major metropolitan areas, considering infrastructure, financial support, global appeal, and readiness to host events across multiple sports and venues.
That’s why, as exciting as Ann Arbor Stadium may be, it’s not likely to be the centerpiece of an Olympic bid unless it’s part of a broader Detroit-area or Midwest-hosted Olympic plan. Cities like Detroit have submitted Olympic bids in the past, and the infrastructure across the Great Lakes region could support a distributed Olympic model—though that remains speculative for now.
For the time being, all eyes are on Los Angeles, as it prepares to host the LA Olympics 2028.
LA Olympics 2028: The Next American Olympic Stage
The LA Olympics 2028 are already shaping up to be one of the most forward-thinking Olympic Games in modern history. Unlike many past host cities, LA is utilizing its existing venues and resources, minimizing new construction and maximizing cultural and creative engagement.
With events planned across SoFi Stadium, Crypto.com Arena, the LA Memorial Coliseum, UCLA, USC, Long Beach, and even Santa Monica Beach, the Games will stretch across Southern California like a living festival of sport and culture.
And while Ann Arbor won’t be on the list of Olympic venues in 2028, there’s still an opportunity for fans, sponsors, and creative minds from Michigan and beyond to participate—through brand activations, athlete safehouses, and experiential marketing initiatives.
Experiential Marketing: How the World Will Engage with LA28
The Olympics aren’t just for TV viewers anymore. In a world driven by connection, immersion, and shareable moments, the experience around the Games is just as important as the competition itself.
That’s where experiential marketing comes in.
Imagine brands bringing the Olympics to life through:
- Augmented reality activations tied to Olympic athletes
- Traveling Olympic “fan zones” that pop up in cities like Ann Arbor or Chicago
- Interactive brand pavilions showcasing technology, culture, and community
- Virtual meet-and-greets with Team USA members hosted at regional viewing events
In today’s world, a brand doesn’t need to be headquartered in LA to activate during the Olympics. They just need the right creative strategy and production partner to make it happen.
Live Event Production at the Olympics: A Game of Precision and Scale
With a global spotlight on LA, the live event production required to pull off the Games will be monumental. Every brand event, hospitality suite, cultural pavilion, and public engagement needs to be strategically designed, flawlessly executed, and culturally relevant.
From fan villages near the beach to safehouses for athletes in downtown LA, the Games will be a tapestry of micro and macro events—and each one is an opportunity for a brand or organization to connect with audiences in powerful ways.
Whether you’re representing a global brand or a local institution, live event production during LA28 isn’t just about logistics—it’s about storytelling, emotion, and making a lasting impact.
How Towerhouse Global Can Help You Activate at LA Olympics 2028
At Towerhouse Global, we specialize in experiential marketing and live event production—and we’re based right in Los Angeles. As lifelong Angelenos, we know the city inside and out: the venues, the regulations, the vendors, and the people who make it move.
We work with:
- International brands looking to activate during LA28
- National Olympic Committees planning athlete lounges or hospitality hubs
- Media partners developing immersive audience experiences
- Nonprofits and educational institutions looking to create community-driven events
If you’re located outside of LA—in Ann Arbor, Chicago, New York, or beyond—but want to be part of the Olympic experience in Los Angeles, Towerhouse Global is your bridge.
We can help you:
- Concept and build Olympic activations—even remotely
- Plan and execute live productions tied to the Games
- Integrate your message into the culture, energy, and momentum of LA28
Final Thoughts: Will Ann Arbor Ever Host the Olympics?
Could the Olympics come to Michigan Stadium one day? It’s not impossible—but it would require a coordinated bid from Detroit or a Midwest region willing to take on the challenge of hosting.
In the meantime, the LA Olympics 2028 offer a global platform to activate in new and creative ways. Whether you’re dreaming big in Ann Arbor or operating out of Tokyo, Berlin, or São Paulo, the opportunity to connect with Olympic audiences is there—if you know how to seize it.
And Towerhouse Global is here to help you do just that.
Let’s build something unforgettable together at LA28. Contact us to start your Olympic journey—wherever you’re based.
