The road to the 2028 Los Angeles Olympics is becoming rather well-paved with insurance money.
Allstate, the Northbrook, Illinois-based insurer best known for its "You're in good hands" tagline and a long-running campaign featuring a personified version of mayhem, has signed on as a founding partner of the LA28 Games. The deal places Allstate at the highest tier of domestic sponsorship, a level that has reportedly commanded fees in the neighborhood of $200 million, though the parties declined to discuss the financial terms.
The agreement makes Allstate the official home and auto insurance sponsor of both the Games and Team USA, filling one of several remaining blue-chip categories as U.S. Olympic and Paralympic Properties works toward a sponsorship target of $2.5 billion. USOPP, the joint venture between the LA28 organizing committee and the United States Olympic and Paralympic Committee, has now announced three top-tier partnerships this year — the others being Korn Ferry and JPMorganChase — along with five additional sponsors at lower levels.
For Allstate, the Olympic deal represents a natural extension of its long-standing presence in college athletics, where it has been a fixture for more than two decades. The connection is not merely sentimental: more than 75 percent of the American athletes who competed in the Paris Games last summer had competed collegiately, making the pipeline from campus to medal stand rather direct.
As has become customary, the sponsorship agreement includes a separate arrangement with NBCUniversal, which holds the domestic broadcast rights through 2032. The organizing committee and the network have bundled their sales efforts since 2019 (a strategy that makes things tidier for everyone except, perhaps, the marketers trying to negotiate separately).
The Games, of course, are still three years away. Allstate has plenty of time to prepare the creative.
Original story published in sportsbusinessjournal.com: "Allstate signs on as LA28 sponsor"