The LA Olympics 2028 are shaping up to be a groundbreaking edition of the Summer Games—infused with innovation, culture, and an unmistakable Los Angeles spirit. As the world gears up for the return of the Olympics to U.S. soil, one of the most exciting questions buzzing among fans, athletes, and brands alike is: what new sports will be featured in the 2028 Games?
With every new Olympic cycle, the International Olympic Committee (IOC) evaluates potential additions to the program that reflect changing global interests, youth appeal, gender equity, and host city culture. For LA28, the organizing committee has leaned into sports that are fast, fun, and built for a generation raised on social sharing, urban vibes, and physical artistry.
In this article, we’ll explore the new sports coming to the LA Olympics 2028, what they mean for fans and athletes, and how they offer fresh opportunities for experiential marketing, live event production, and global brand storytelling. We’ll also show how Towerhouse Global—a Los Angeles-based event production agency—is helping brands activate during this historic event with style and strategy.
Official New Sports at LA Olympics 2028
After much anticipation and debate, the IOC has approved five new sports for inclusion in the 2028 Olympic Games in Los Angeles. These additions reflect the diverse and energetic culture of LA while aligning with the IOC’s desire to appeal to younger audiences and urban communities.
🔥 1. Flag Football
Yes, you read that right. For the first time ever, flag football will make its Olympic debut at LA28. A non-contact version of American football, flag football offers fast-paced action, accessible rules, and international growth potential. With the NFL and USA Football promoting global development, expect this sport to draw major attention—especially in its hometown.
🥍 2. Lacrosse (Sixes Format)
Lacrosse returns to the Olympics in a modernized version called “Lacrosse Sixes”, a faster, more TV- and spectator-friendly format. The sport has deep Native American roots and strong collegiate followings in the U.S. and Canada, making its return to the Olympics both timely and symbolic.
🧗 3. Squash
After multiple failed bids in past Olympics, squash finally gets its moment in the sun. The sport’s inclusion reflects global player advocacy and technological improvements that make it more engaging for spectators, with new camera angles and court lighting.
⚾️ 4. Baseball/Softball
While not entirely new, baseball and softball will return after being excluded from Paris 2024. Given baseball’s popularity in the U.S., Japan, and Latin America—and LA’s love for the Dodgers—this is a fan-favorite reinstatement.
🧠 5. Cricket (T20 Format)
Cricket returns to the Olympic stage for the first time since 1900 with a T20 format—short, intense, and packed with action. Its inclusion reflects the sport’s massive international following, particularly in India, Australia, the UK, and South Africa.
Why These Sports Matter for LA and the Olympics
These new additions aren’t just about expanding the schedule. They reflect a larger vision for what the Olympic Games can be: youth-driven, culturally relevant, and globally resonant.
Los Angeles—known for its street culture, entertainment heritage, and innovation—is the perfect stage to showcase a mix of new and returning sports that blend athleticism with storytelling, artistry, and community pride.
This shift also opens the door to more immersive and emotionally connected experiences for fans—and for brands looking to engage them.
Experiential Marketing Opportunities Around New Sports
Each of these sports provides a fresh canvas for experiential marketing. For brands, it’s not just about slapping logos on jerseys—it’s about crafting meaningful, immersive experiences that connect with fans on a deeper level.
Imagine:
- Interactive flag football clinics in Olympic fan zones where visitors can run plays and test their speed.
- Lacrosse culture showcases, celebrating Indigenous heritage through sport, music, and storytelling.
- Squash courts set up in unexpected urban spaces—glass courts under freeway overpasses or on rooftop terraces.
- Cricket watch parties with global fusion cuisine and VR “batting simulators” for new fans.
- Baseball-themed augmented reality treasure hunts around LA landmarks.
These are the moments that fans remember—and share—and that’s the power of experiential marketing at the Olympic level.
Live Event Production for New Sports: Challenges and Opportunities
From an operations standpoint, adding new sports means new venues, new logistics, and new technical requirements—making live event production more important than ever.
Each of these sports brings unique spatial, technical, and audience needs. Cricket requires large fields, squash needs high-tech lighting and enclosed courts, and flag football must feel fast-paced and festival-like.
This is where working with an experienced local partner becomes essential.
Towerhouse Global: LA’s Go-To for Olympic Activations
As a Los Angeles-based agency, Towerhouse Global is perfectly positioned to help brands, sponsors, and organizations activate during the LA Olympics 2028 with unmatched insight and capability.
We know the city. We know the venues. And we know how to turn Olympic moments into brand-defining experiences.
Our Services Include:
- 🎯Experiential marketing strategy and execution
- 🛠️Full-scale live event production and fabrication
- 📍Venue sourcing and permitting in and around Olympic zones
- ⚡Creative concepts and immersive technology integration (AR/VR, digital touchpoints)
- 🏟️VIP lounges, athlete safehouses, and branded hospitality activations
Whether you’re a global brand looking to build an activation near SoFi Stadium or a new sponsor launching a first-time Olympic partnership, Towerhouse Global can help you show up—boldly, strategically, and authentically.
Looking Ahead: What These Sports Mean for the Olympic Future
The inclusion of these five sports at the LA Olympics 2028 is more than a programming decision—it’s a message. It says the Olympics are evolving. That they’re willing to embrace new forms of expression, global fandoms, and storytelling potential.
It also signals that experience matters. Not just the experience of the athletes—but the experience of every fan, whether they’re attending in person, watching from home, or participating digitally.
And for brands and organizers, that means there’s never been a more important time to invest in creative, human-centered experiences.
Final Thoughts: Game On in 2028
The LA Olympics 2028 will be a defining moment for modern sport—and for how we experience it. With new sports like flag football, cricket, squash, lacrosse, and baseball/softball on the lineup, there’s never been a more exciting or diverse slate of events to capture global attention.
If you’re planning to engage with Olympic audiences, don’t wait. Start building your strategy now. Whether it’s through experiential marketing, live event production, or strategic storytelling, LA28 offers a once-in-a-generation platform to connect, activate, and inspire.
📩Let Towerhouse Global be your partner in making it happen. Let’s build something unforgettable for LA28—together.
