Intuit

EXECUTIVE SUMMARY

Intuit, the financial technology platform behind TurboTax, QuickBooks, Credit Karma, and Mailchimp, became the sixth Founding Partner of LA28 in November 2025. The partnership makes Intuit the exclusive sponsor in the financial management software category and includes a landmark element: the Intuit Dome, home of the NBA's Los Angeles Clippers, will retain its commercial name during the Olympic Games. This makes Intuit Dome one of the first venues in Olympic history to keep corporate naming rights during competition, where it will host men's and women's five-on-five basketball.

Intuit's partnership bundles three distinct sponsorship components: LA28 Founding Partner, Team USA sponsor, and NBCUniversal advertising exclusivity. This means Intuit will be the only financial management software advertiser across NBC's Olympic broadcast platforms.

The sponsorship is Intuit's first Olympic involvement. As a Mountain View, California-headquartered company, LA28 represents a home-market Games. Under CEO Sasan Goodarzi, Intuit has grown revenue from $7.7 billion to $18.8 billion since 2019 and is positioning the partnership to reinforce the company's mission of "powering prosperity" through financial literacy, small business support, and athlete financial wellness programs.

1. OLYMPIC HISTORY & MARKETING PRESENCE

1.1 Partnership Timeline & Evolution

Intuit has no prior Olympic sponsorship history. The November 2025 announcement represents the company's entry into sports sponsorship at the highest tier.

Intuit Dome Background

Intuit's Olympic venue naming rights are an extension of the company's existing 23-year naming rights deal with the Los Angeles Clippers for their arena in Inglewood, California. The Intuit Dome opened in 2024 as one of the most technologically advanced arenas in the world, featuring: - 17,000+ seat capacity - The "Halo Board," the largest double-sided LED screen in any arena - Cashless, ticketless, and highly digital fan experience - $2 billion construction cost (funded by Clippers owner Steve Ballmer)

The retention of the "Intuit Dome" name during the Olympics was made possible by LA28's first-ever venue naming rights program, announced in August 2025.

1.2 Milano Cortina 2026

No Milano Cortina 2026 activation identified. Intuit's partnership is focused on LA28, where Intuit Dome will host Olympic basketball. The Milano Cortina 2026 Winter Games (via NBCUniversal advertising) will be Intuit's first Olympic-period activation through NBC broadcast integration.

1.3 Signature Programs

All Intuit Olympic programs are new as of the November 2025 partnership:

• Intuit & LA28 Small Business Supplier Program: Co-created initiative providing local businesses with resources, mentorship, and opportunities to become official LA28 suppliers
• Athlete Tax Preparation: Select Team USA athletes will receive free tax preparation through TurboTax
• Financial Education Expansion: Intuit will expand its national financial literacy program for students in the Los Angeles community

2. LA28-SPECIFIC INITIATIVES

2.1 Announced Plans & Positioning

• Intuit Dome as Olympic Basketball Venue: Men's and women's five-on-five basketball at the Intuit Dome represents the highest-profile sport/venue combination in the naming rights program. Basketball is consistently among the most-watched Olympic sports on U.S. television.
• Small Business Supplier Program: Intuit and LA28 will co-create a program to connect local small businesses with Games procurement opportunities. This aligns with Intuit's core product suite (QuickBooks, Mailchimp) and positions the company as an enabler of the LA28 economic ecosystem.
• TurboTax Athlete Program: Free tax preparation for select Team USA athletes, extending Intuit's financial wellness positioning to high-profile individuals navigating complex income situations (endorsement income, international competition, prize money)
• Student Financial Education: Expansion of Intuit's existing financial literacy programs into the LA community, creating a legacy element beyond the Games period
• NBC Advertising Exclusivity: Category-exclusive advertising across NBCUniversal's Olympic broadcast platforms, ensuring no competing financial software brand appears during coverage

LA28 Venue Context: The Games will use 40+ competition venues across the LA metro area, with a dual-venue Opening Ceremony shared between the LA Memorial Coliseum and SoFi Stadium (announced May 2025). SoFi Stadium will be reconfigured for swimming in Week 2 (38,000 capacity, largest swimming venue in Olympic history). LA28 announced a first-of-its-kind venue naming rights program in August 2025, with Intuit Dome designated as the Olympic basketball venue, placing Intuit's brand at the center of one of the most-watched sports at the Games. The Ticket Draw registration opened January 14, 2026 with tickets from $28. The 50-state Olympic torch relay, beginning April 2028, extends activation opportunities beyond the LA metro area.

2.2 Regulatory/Market Context

Intuit's partnership is notable for its alignment between brand mission and activation strategy. Unlike sponsors whose category connection to the Olympics requires creative stretching, Intuit can directly serve the Games ecosystem: helping small businesses become suppliers (QuickBooks), marketing those businesses (Mailchimp), and managing athlete finances (TurboTax). The partnership also provides positive brand association at a time when TurboTax has faced scrutiny over its free-filing practices and FTC investigations.

3. EXECUTIVE LEADERSHIP & DECISION-MAKERS

3.1 C-Suite Leadership

• Sasan Goodarzi: Chairman and Chief Executive Officer. Became CEO in 2019 and has overseen revenue growth from $7.7 billion to $18.8 billion (144% increase). Previously led Intuit's two largest business units. Under Goodarzi, Intuit has declared its strategy to be an "AI-driven expert platform." Total compensation in 2025: $36.85 million.
• Sandeep Aujla: Executive Vice President and Chief Financial Officer

3.2 Olympic Partnership Leadership

• Lara Balazs: Former Chief Marketing Officer (through 2024). Led the early negotiations for the partnership.
• Specific individuals currently leading Intuit's Olympic activation have not been publicly identified.

3.3 Board Members with Relevant Experience

Intuit's board includes directors with consumer technology and financial services backgrounds, but specific directors with Olympic or sports marketing experience have not been publicly highlighted in the partnership context.

4. AGENCY & CREATIVE PARTNERS

4.1 Agency Model

Intuit operates a multi-brand agency structure, with separate agencies handling TurboTax, QuickBooks, Credit Karma, and Mailchimp creative and media.

4.2 Known Agency/Partner Relationships

• R/GA: Lead creative agency for TurboTax (replaced Wieden+Kennedy in July 2023)
• FCB New York: Global creative agency of record for QuickBooks (also collaborating with FCB London and FCB Canada)
• Wieden+Kennedy: Former TurboTax agency of record (2013-2023). W+K declined to re-pitch for the QuickBooks account.

Note: The specific agency handling Intuit's Olympic partnership creative has not been publicly announced. Given the cross-brand nature of the sponsorship, it may be managed by a dedicated team or through one of the existing agency relationships.

4.3 Notable Creative Executions

Olympic-specific creative has not yet been released. Intuit's existing brand campaigns include TurboTax Super Bowl advertising (a consistent annual presence) and QuickBooks small business storytelling.

5. COMPETITIVE POSITIONING

5.1 Market Share & Competitive Landscape

Intuit is the dominant player in U.S. consumer tax preparation (TurboTax), small business accounting (QuickBooks), and email marketing (Mailchimp). Key competitors include: - H&R Block: Tax preparation (no Olympic partnership) - Xero: Small business accounting (no Olympic partnership) - Sage: Business software (no Olympic partnership)

Intuit's $18.8 billion in FY2025 revenue dwarfs its direct competitors and reflects the company's platform strategy connecting consumer and business financial services. None of these competitors hold Olympic or major global sports sponsorships.

Cross-Sponsor Dynamics: Intuit's small business supplier program for LA28 creates a natural connection to Visa (Official Way to Pay, which processes transactions for LA28 small business suppliers) and the broader LA28 economic impact narrative. The Intuit Dome venue naming (home of the LA Clippers) is separate from the LA28 partnership but reinforces Intuit's physical brand presence in Los Angeles.

5.2 Olympic Sponsorship Differentiation

Intuit is the only financial technology platform among LA28's Founding Partners. The small business supplier program creates a unique activation that directly supports the local economic impact of the Games, rather than relying solely on brand awareness. The Intuit Dome venue naming adds physical presence that most software companies struggle to achieve in sports sponsorship. Visa holds the global payment technology category (TOP Programme), while Intuit occupies the distinct fintech/SMB category at the domestic level.

5.3 Key Brand Messaging

• "Powering Prosperity": Intuit's mission statement, directly applicable to small businesses benefiting from Games-related economic activity
• Financial Empowerment: TurboTax athlete program extending Intuit's expertise to high-profile individuals
• Small Business Champion: QuickBooks and Mailchimp positioning reinforced through the supplier program
• AI-Driven Platform: Intuit's AI strategy (Intuit Assist) aligning with the technology-forward LA28 vision

6. KEY METRICS & BUSINESS CONTEXT

6.1 Financial Performance

• FY2025 Revenue: $18.8 billion (16% YoY increase)
• Revenue Growth Under Goodarzi (2019-2025): From $7.7 billion to $18.8 billion (144% increase)
• FY2026 Revenue Guidance: $21.0-21.2 billion (12-13% growth)
• Q1 FY2026 Revenue: Strong first quarter results reported November 2025
• Market Capitalization: ~$175 billion (February 2026)
• Stock: INTU (NASDAQ)

6.2 Olympic Period Performance

No prior Olympic sponsorship performance data. The Milano Cortina 2026 Winter Games (via NBCUniversal advertising) will be Intuit's first Olympic-period activation.

APPENDIX: KEY SOURCES

Official Sources

• Intuit Investor Relations: investors.intuit.com
• Intuit Blog: intuit.com/blog
• LA28 Official Partners: la28.org/en/our-partners.html
• USOPC Announcements: usopc.org

Industry Analysis

• Adweek: "Intuit Named LA28 Founding Partner, Scores Historic Dome Naming Rights"
• Sportico: "Intuit Dome Pays to Preserve Name at LA28 Olympics"
• NBC Sports: "Intuit, founding partner of LA28, retains naming rights for Olympic basketball arena"

Financial Filings

• Intuit FY2025 Annual Results (August 2025)
• Intuit Q1 FY2026 Earnings Report (November 2025)

End of Research Brief