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LA28 committee selects marketing chief Carter as new CEO


The organizing committee for the 2028 Los Angeles Olympics has promoted its top marketing officer to CEO as it accelerates preparations for the Games that are now less than seven years away

Carter began work for the committee in 2018 as its chief revenue officer and is responsible for securing significant deals with founding sponsors, including Delta Airlines and Comcast.

He added that one of his major challenges would be “bringing together talent from the point of view of experience, but also from the perspective of diversity, which allows us to prepare for the known and more importantly for the unknown.”

Along with Carter, the committee now includes about 10 top officials. The bidder to bring the Games back to LA is Casey Wasserman, president of LA28.

The organizers of the Games have budgeted $6.9 billion and have promised to pay for all expenses through sponsorships, ticket sales, sales and other revenue.

A recent study showed that since 1960, Olympic cities have increased their budgets by an average of more than 172%. Los Angeles feels it is in a unique position because it does not plan to build new venues on a large scale, and will use UCLA’s campus as an athletes’ village.

Carter is now in charge of day-to-day operations in the city that once redefined the Olympic movement. In many ways, the 1984 Games took a struggling venture and turned it into the multi-billion-dollar giant it has now become. Much of the development came on the idea that there was value in buying a relationship with Olympic Rings for major corporations.

Many of the deals Carter made for L.A. will begin this year. In the meantime, she says LA will try to be realistic about what it can and cannot provide for the IOC, which four years ago awarded the city the 2028 Games.

“A lot of it is seeing how we have the opportunity to change the narrative and think differently about games,” Carter said. There is a need to differentiate between “what we should do, and what the opportunity is” to do things differently.

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