Topics

U.S. Olympic Committee

USOC, LA 2024 reach deal on key marketing agreement

The U.S. Olympic Committee and leaders of the effort to bring the 2024 Games to Los Angeles reached terms on a marketing agreement Friday, clearing a major hurdle nearly a year before those Olympics are awarded.

The Joint Marketing Program Agreement would shift a majority of the USOC's marketing revenue over to the host city for a period surrounding the Olympics. The International Olympic Committee requires the agreement to eliminate crossover sponsorships — for instance, the USOC pairing with one carmaker, while a host city pairs with another.

The inability to reach an agreement on the marketing deals until the 11th hour played into the failures of both the 2016...

62°