The world’s greatest sporting event is heading to the City of Angels. The 2028 Summer Olympics will be held in Los Angeles, California, marking the city’s third time hosting the Games after successful stints in 1932 and 1984. This time, though, the LA Olympics 2028 promise to be bigger, bolder, and more immersive than ever before—reshaping how we think about not only sports, but also experiential marketing, live event production, and the relationship between cities and global culture.
So where exactly in Los Angeles will the Olympics unfold? How is the city preparing for this historic moment? And how can brands, sponsors, and organizations make the most of the unprecedented opportunity to connect with millions of people from around the world? Let’s dive in.
The Host City: Los Angeles, California
Officially selected by the International Olympic Committee (IOC) in 2017, Los Angeles will welcome the world for the Summer Games from July 14 to July 30, 2028. LA’s bid stood out not just because of its iconic venues and entertainment infrastructure, but because the city already has the tools, talent, and vision to deliver an unforgettable Olympic experience.
Unlike many previous host cities, LA won’t need to build from scratch. Instead, the city will lean into its existing assets—world-class stadiums, extensive public transportation upgrades, a robust hospitality sector, and a deep bench of creative talent in entertainment, marketing, and media.
Where Will the Events Take Place?
The LA Olympics 2028 will be held across multiple districts and iconic venues throughout Southern California, creating a decentralized Olympic experience that touches many communities. Here are the major venue zones:
Downtown LA
- Crypto.com Arena (basketball, gymnastics)
- LA Convention Center (martial arts, weightlifting, table tennis)
- LA Memorial Coliseum (athletics, Olympic cauldron)
- LA Live & Media Village (central hub for broadcasting and press)
Inglewood & South Bay
- SoFi Stadium (Opening and Closing Ceremonies)
- Intuit Dome (basketball and other indoor events)
- Dignity Health Sports Park (tennis, cycling, rugby)
Westside & Coastal Zones
- Santa Monica Beach (beach volleyball, festival zones)
- UCLA Campus (Olympic Village for athletes)
- Venice & Marina del Rey (sailing, cultural experiences)
Greater Southern California
- Long Beach (aquatics, triathlon, BMX)
- San Fernando Valley & San Gabriel Mountains (archery, shooting, mountain biking)
This regional approach spreads the excitement, eases congestion, and invites local engagement at every level—making it ripe for experiential marketing activations and community-based programming.
Why LA Is the Ideal Olympic Host
Los Angeles isn’t just a city. It’s a cultural capital. With its blend of creativity, diversity, tech innovation, and global connectivity, LA is uniquely equipped to deliver an Olympic Games that’s as much about culture, entertainment, and experience as it is about sports.
Here’s why LA is a perfect host:
- Infrastructure Ready: No white-elephant builds. LA is using existing or already-in-progress venues and transit systems.
- Global Appeal: One of the most internationally recognized cities in the world, LA offers familiarity and accessibility to visitors from every continent.
- Creative Muscle: Home to Hollywood and the global entertainment industry, LA knows how to put on a show.
- Tech & Innovation Hub: With Silicon Beach and top-tier production facilities, LA enables cutting-edge digital and experiential storytelling.
What LA28 Means for Brands: A Playground for Experiential Marketing
The LA Olympics 2028 will be far more than a sporting event—it will be a global celebration of culture, technology, community, and creativity. For brands, this means an unparalleled opportunity to show up in fresh, meaningful, and high-impact ways.
Rather than relying solely on traditional sponsorship models, savvy marketers will use experiential marketing to bring their brands to life and create real-world interactions that leave lasting impressions.
Imagine:
- Immersive pop-up installations near major venues
- AR- and VR-powered fan engagement zones
- Branded safehouses and lounges for athletes, influencers, and media
- Cultural storytelling through interactive digital displays and installations
- Traveling activations that touch communities beyond the core Olympic footprint
In a media-saturated world, experience is the differentiator—and nowhere will this be more evident than in LA during the 2028 Olympics.
Live Event Production: The Heartbeat of Olympic Activations
To make these experiences happen, brands and organizations will need expert partners in live event production—teams that understand not just how to build a beautiful space, but how to navigate the unique logistics of a sprawling, high-security global event.
Permitting. Fabrication. Staffing. AV tech. Location management. Real-time flexibility. It’s a massive undertaking that only seasoned event production pros can handle—especially in a city as complex as Los Angeles.
That’s where Towerhouse Global comes in.
Towerhouse Global: Your LA Olympics 2028 Production Partner
Based in Los Angeles, Towerhouse Global is a full-service live event production and experiential marketing agency that brings together strategy, storytelling, and seamless execution. We are uniquely positioned to help brands, national committees, sponsors, and organizations activate powerfully during the LA Olympics 2028.
Why Choose Towerhouse?
- ✅We’re Local: We know the venues, the city regulations, the culture, and the communities.
- ✅We’re Proven: With years of experience producing events for global brands, we know how to scale experiences for Olympic audiences.
- ✅We’re Creative: Our team includes strategists, designers, and technologists who turn ideas into unforgettable moments.
- ✅We’re Full-Service: From ideation to execution, we handle everything—so you can focus on your message, not the mechanics.
Whether you’re looking to create a world-class activation, host an elite hospitality venue, or tell your brand story through immersive experience design, Towerhouse Global has the tools, talent, and trust to make it happen.
Final Thoughts: LA Is Ready—Are You?
So, where will the 2028 Olympics be held? In Los Angeles—but more specifically, in the streets, the beaches, the venues, and the hearts of the communities that make this city shine.
The LA Olympics 2028 won’t just be about watching greatness on the field. They’ll be about experiencing greatness in real time, through every activation, event, and interaction that surrounds the Games.
For brands, this is a once-in-a-generation opportunity to show up, stand out, and connect. For those who want to do it right—who want to turn ideas into impact—Towerhouse Global is here to help you own the moment.
📩Get in touch today and let’s start building your Olympic legacy.
