John Slusher: Driving Commercial Success for the LA28 Olympic Games · 30:15
In this episode of On Stage, U.S. Olympic & Paralympic Properties CEO John Slusher joins Sports Business Journal Editor-at-Large Terry Lefton for an insightful conversation about the business engine powering the upcoming Los Angeles 2028 Olympic and Paralympic Games. Recorded on September 17, 2025, at SBJ’s AXS DRIVE conference in Los Angeles, this discussion explores how Slusher — a longtime Nike executive who helped architect some of the brand’s biggest global partnerships — is now applying that experience to redefine how the Olympics engage fans, brands, and communities. Key themes include: - Commercial Innovation: How LA28 is building a dynamic, data-driven sponsorship model for a new era of global sports marketing. - Partnership Ecosystem: The vision for connecting brands to the Olympic and Paralympic movements through creativity, purpose, and long-term value. - From Nike to LA28: Lessons Slusher brings from decades at Nike, and how those insights shape his approach to leadership and brand storytelling. - Fan Engagement & Cultural Relevance: Why LA28 aims to make the Games as culturally connected as they are competitive. - Legacy & Growth: What success looks like beyond 2028 — for Los Angeles, Team USA, and the broader Olympic ecosystem. It’s a fascinating look inside the commercial blueprint of one of the most anticipated events in global sports — and what it takes to translate the world’s biggest stage into lasting impact. 🔔Subscribe to SBJ on YouTube: https://bit.ly/41bbXaV #la28 #olympics #2028olympics 0:00 - Welcome 1:10 - Olympic Legacy 3:10 - Defining Success for LA28 4:25 - Challenges & Complexity of hosting 36 championships in 17 days as well as the Paralympics. 6:00 - Sponsorship Momentum in advance of LA28 7:40 - How the Starbucks Partnership came about 11:55 - Ticketing Strategy & Partnerships 13:50 - From Nike to LA28 17:40 - Hospitality & Premium Experiences from On Location at LA28 venues 19:15 - Venue Naming Rights Breakthrough 24:40 - Ticketing for All 29:20 - Outro
October 21, 2025
