JPMorgan Chase is reportedly close to finalising an agreement to join the International Olympic Committee’s (IOC) TOP sponsorship programme ahead of the Los Angeles 2028 Olympic Games, according to multiple individuals familiar with the discussions cited by the Financial Times and specialist outlet Inside The Games.
The move would mark a major commercial win for the IOC at a time when its flagship sponsorship programme is under renewed pressure following the departure of several long-standing partners after Paris 2024, including Intel, Toyota and Panasonic.
With operations in over 100 countries and trillions of dollars in assets under management, JPMorgan Chase & Co is the largest banking institution in the United States and one of the most influential financial services companies globally. Headquartered in New York, the firm spans investment banking, commercial banking, asset management and consumer finance through its JPMorgan and Chase brands.
If confirmed, the deal would represent a significant boost for IOC President Kirsty Coventry, who has prioritized modernizing the Olympic movement and adapting its commercial model to shifting audience behaviour, particularly the migration from traditional broadcasting to digital and streaming platforms.
The TOP (The Olympic Partner) programme, launched in 1985, remains the IOC’s highest tier of global sponsorship, granting exclusive worldwide marketing rights across the Olympic and Paralympic Games. However, the programme has faced increasing pressure in recent years amid sponsor exits and declining revenues, reportedly falling to around $560 million last year, the lowest level since 2020.
JPMorgan’s potential entry would place it alongside global partners such as Coca-Cola, Visa, Airbnb, Allianz, Samsung and Procter & Gamble, reinforcing the IOC’s reliance on elite multinational brands to sustain its commercial ecosystem.
Beyond the Olympics, JPMorgan has steadily expanded its sports portfolio, including partnerships with the US Open, England national football teams via its Chase brand, and Inter Miami CF’s stadium naming rights. The bank has also recently launched an Athlete Council led by NFL legend Tom Brady, underscoring its growing strategic focus on the sports industry.
Negotiations are ongoing, and no official agreement has yet been confirmed.