Sources: LA28 Finalizing Deal With Legends For Sponsorship Sales

Legends with the deal gets its first opportunity to become involved in the global Olympics businessGETTY IMAGES

Los Angeles 2028 is "finalizing a deal to name Legends as its sponsorship sales agency to help pursue" $2.5B in domestic sponsorship revenue for the first American Olympics in a generation, according to sources cited by Lefton & Fischer of SPORTS BUSINESS JOURNAL. The deal, worked out between LA28 Chair Casey Wasserman and Legends President & CEO Shervin Mirhashemi this summer, "represents a major opportunity for Legends, which has not been involved in the lucrative global Olympics business." Legends President of Global Sales Mike Ondrejko "will lead the work for Legends." It is "not clear which other agencies were considered, but there was no RFP." Sales for the '28 Games are "still in the earliest phases." Sources said that the deal "covers only sponsorship" (SPORTS BUSINESS JOURNAL, 8/27 issue).