The world’s most prestigious sporting event is returning to the United States in a big way. The Summer Olympics in 2028 will be held in Los Angeles, marking the third time the City of Angels will host the Olympic Games. Known for its energy, diversity, and unmatched entertainment industry, LA is uniquely positioned to deliver not just another Olympic event, but a cultural and experiential phenomenon that reflects the evolving landscape of sports, media, and live event production.
In this blog, we’ll explore why Los Angeles was chosen as the host city, what makes it ideal for the LA Olympics 2028, and how brands and organizations can use this global moment to create unforgettable experiences through experiential marketing—especially with help from local experts like Towerhouse Global.
Los Angeles: The Official Host of the 2028 Summer Olympics
Los Angeles was officially awarded the 2028 Summer Olympics after an unprecedented dual announcement by the International Olympic Committee (IOC), which awarded Paris the 2024 Games and LA the 2028 Games. The decision was driven by the city’s world-class infrastructure, proven event-hosting experience, and its deep integration of media, technology, and global culture.
This will be LA’s third time hosting the Olympics (previously in 1932 and 1984), making it one of only a few cities to host the Summer Games three times. But LA28 promises to be unlike anything that’s come before it—designed to be sustainable, inclusive, youth-driven, and powered by innovation.
Why LA is the Perfect Olympic Host City
- Infrastructure Built for the World Stage
One of the reasons Los Angeles was selected for the LA Olympics 2028 is because the city already has most of the infrastructure in place. There’s no need to build a fleet of new venues from scratch, which minimizes costs and maximizes readiness.
World-class venues like:
- SoFi Stadium (for the Opening and Closing Ceremonies),
- Crypto.com Arena,
- The Los Angeles Memorial Coliseum, and
- The Intuit Dome (the upcoming home of the LA Clippers)
…are all ready—or nearly ready—to host Olympic-level events. In addition, LAX is undergoing a massive renovation to improve international travel capacity, and the Metro system is expanding to better connect neighborhoods to Olympic venues.
- A Creative Capital for Experiential Engagement
Los Angeles is more than just a city—it’s a creative capital of the world, home to entertainment, innovation, and storytelling. The LA Olympics 2028 will not be limited to the competitions themselves. Brands and organizers will look to LA as a backdrop for cultural programming, global fan experiences, brand pavilions, and immersive campaigns that run parallel to the games.
This is where experiential marketing will thrive. LA offers endless possibilities for:
- Pop-up brand activations
- Immersive art-meets-sport installations
- Digital integrations using AR/VR
- Celebrity-led collaborations
- Youth- and fan-focused content hubs
The 2028 Olympics won’t just be about watching sports. They’ll be about participating in them emotionally and digitally, both onsite and around the world.
Experiential Marketing & the LA Olympics 2028
The Games provide a rare, golden opportunity for brands to connect with a truly global audience. But in a saturated media environment, the most successful brands won’t be the ones with the biggest logos—they’ll be the ones who create the most unforgettable moments.
That’s where experiential marketing comes into play. It’s not about advertising at someone—it’s about inviting them into an experience that’s personal, engaging, and worth remembering (and sharing).
At the LA Olympics 2028, successful experiential campaigns might include:
- Augmented reality activations in fan zones
- Interactive installations in the city’s cultural districts
- Mobile pop-ups that travel between venues
- Custom-built safehouses and hospitality lounges for athletes, celebrities, or VIPs
- Branded stages or showcases that offer entertainment, education, and interaction
Live Event Production at the Scale of the Olympics
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To pull off these bold, immersive experiences, you need more than great ideas—you need an experienced partner in live event production. With logistics, permitting, staffing, city coordination, creative design, fabrication, and tech integration to think about, it’s essential to work with a team that understands not just event production—but event production in Los Angeles.
Why Work With Towerhouse Global During LA28?
Towerhouse Global is a Los Angeles-based experiential and live event production agency that knows the city better than anyone. We’re not flying in from somewhere else—we’re lifelong Angelenos, producers, creatives, and problem-solvers who’ve built events across every corner of LA.
With the LA Olympics 2028 on the horizon, our team is uniquely positioned to help brands, governments, and organizations:
- Design and produce large-scale events and pop-ups
- Activate their presence with experiential marketing that feels authentic and unforgettable
- Navigate the LA landscape, from venue booking to local permitting
- Build VIP hospitality spaces and safehouses tailored to specific cultural, athletic, or brand needs
- Leverage our deep network of creative talent, builders, tech specialists, and media pros
Whether you’re an international brand looking to make a splash, a national Olympic committee planning hospitality zones, or a media company building content hubs—we can help you bring your vision to life in LA.
What This Means for Brands and Organizations
The LA Olympics 2028 is a once-in-a-generation platform. With over 200 nations participating and billions tuning in, the opportunity for brand storytelling, audience engagement, and cultural impact is enormous.
But success won’t come from simply showing up—it will come from showing up differently. From crafting moments that resonate to activations that invite participation, the brands that leave a mark in LA will be the ones that go beyond traditional ads and invest in real, memorable experiences.
And with the help of Towerhouse Global, you won’t just activate at the LA Olympics 2028—you’ll thrive in it.
Conclusion: All Roads Lead to LA
So—where will the Summer Olympics be in 2028? The answer is loud and clear: Los Angeles. But the better question might be: what kind of experience will you create there?
With its infrastructure, innovation, and immersive possibilities, LA isn’t just a great city to host the Olympics—it’s the perfect one. And with a partner like Towerhouse Global, you have everything you need to deliver next-level experiential marketing and live event production right in the heart of it all.
📍LA is ready. Are you? Let’s build something unforgettable together.
