Why JPMorgan is investing big in the 2028 LA Olympics

Jamie Dimon, chief executive officer of JPMorgan Chase & Co., during the Pennsylvania Defense and Innovation Summit in Carlisle, Pennsylvania, July 15, 2026.Tom Brenner | Bloomberg | Getty ImagesLOS ANGELES — For years, JPMorgan executives have been talking with Olympics organizers about sponsoring the games. Before the next event, taking place in Los Angeles in 2028, the firm officially opted in — making a massive, nine-figure bet as the Games' first-ever global banking partner. While terms of the agreement were not disclosed, these types of partnerships are estimated to go for upwards of $200 million per four-year cycle. In an interview with CNBC, John Slusher, a former Nike executive and CEO of the U.S. Olympic and Paralympic Properties, called JPMorgan "as big a partner as we get." JPMorgan is also a vote of confidence for the organization's highest level of sponsorship, called The Olympic Partners, which comes with exclusive marketing rights. The program, which was created in 1985, saw several major companies — including Panasonic, Toyota and Bridgestone — depart at the end of 2024. Slusher has been revamping the business model to attract big-ticket sponsors. He said organ...