JPMorgan Chase is closing in on a deal to become an Olympic Partner for the 2028 Los Angeles Games, according to insiders. The move would slot the bank among a roster that includes AB InBev, Airbnb and Coca‑Cola. It signals a fresh injection of corporate money into the IOC after several high‑profile exits.

The Olympic Partner programme, launched in 1985, is the industry’s most prestigious tier, yet 2023 revenues fell to $560 million, the lowest since 2020. JPMorgan’s entry could bring tens of millions of dollars annually, matching deals like Airbnb’s $500 million 2019 agreement that ran through 2028.

Under a new IOC mandate, president Kirsty Coventry urges sponsors to adapt to digital audiences. JPMorgan already backs major sports events, from the US Open to the England football team, and runs the JPMorgan Corporate Challenge. Its $5.5 billion marketing spend last year outpaced Bank of America’s $2.5 billion by 11 percent.

If finalized, the partnership would grant JPMorgan front‑line visibility in the United States and reinforce its strategy to dominate sports sponsorship. The bank’s move comes amid a broader trend of financial firms leveraging high‑profile events to reach global audiences, underscoring the commercial value of the Olympic brand.