Allstate has been named a founding partner of the LA28 Olympic and Paralympic Games and the home and auto insurance partner of Team USA, becoming the first insurance company to secure a place in the highest tier of LA28’s domestic sponsorship programme.
The long-term agreement represents Allstate’s largest-ever investment in the Olympic and Paralympic Movement in the United States and grants the insurer integrated marketing rights across the LA28 Games, Team USA and NBCUniversal‘s Olympic and Paralympic coverage.
As part of the collaboration, Allstate will activate through athlete storytelling, fan engagement initiatives and community programmes while leveraging its expertise in home and auto insurance to support Team USA athletes and their families. The partnership is also expected to feature integrated campaigns across broadcast, digital and on-site experiences in the lead-up to LA28.
The addition of Allstate further strengthens LA28’s growing commercial portfolio as organisers continue to attract category-leading brands ahead of the 2028 Games. The insurer joins an expanding roster of founding partners that includes Google, Honda, Comcast, JPMorganChase, Delta Air Lines, Archer Aviation, Korn Ferry and Snowflake, underlining the commercial momentum behind the first Summer Olympics to be staged in the United States since Atlanta 1996.
Elizabeth Brady, Allstate EVP and Chief Marketing, Customer and Communications Officer, said, “For more than 20 years, Allstate has supported student-athletes because we believe in the power of sport to build leaders, strengthen communities and help people reach their potential. Many Olympians and Paralympians develop that character on college campuses long before representing their country. Supporting Team USA and LA28 is a natural extension of our commitment and of Allstate’s purpose: protecting people, strengthening communities and helping them achieve their hopes and dreams.”
Sarah Hirshland, CEO of the U.S. Olympic & Paralympic Committee, added, “Team USA athletes dedicate years of effort in pursuit of excellence on and off the field of play, chasing their dreams of representing the United States on the biggest stage in sports. Allstate’s support will help Team USA athletes access the resources they need to train and compete at the highest level, while also helping to inspire the next generation of Olympians and Paralympians.”
Reynold Hoover, CEO of LA28, continued, “Allstate’s commitment to LA28 reflects the momentum we’re building toward the Games. As we welcome new partners who believe in what these Games can do for Los Angeles and the country, we’re that much closer to delivering a Games this city, and this country can be proud of.”
The partnership reflects the continued evolution of Olympic sponsorships, with brands increasingly seeking integrated commercial rights that extend beyond venue signage to include athlete marketing, digital engagement, broadcast integration and community impact initiatives. For LA28, the agreement further strengthens its domestic sponsorship programme, while providing Allstate with a high-profile platform to reinforce its brand and connect with millions of fans in the build-up to one of the world’s largest sporting events.
