EXECUTIVE SUMMARY
Uber was named the Official Rideshare and On-Demand Delivery Partner of the LA28 Olympic and Paralympic Games and Team USA on July 9, 2025. The partnership covers both Uber's mobility platform (rideshare, bikes, scooters) and Uber Eats (on-demand delivery), including in-venue mobile ordering at select locations and delivery to the Olympic and Paralympic Villages.
The deal also extends to NBCUniversal's coverage of Milano Cortina 2026 and LA28, with Uber supporting multi-platform production that brings athlete stories to life.
Los Angeles is Uber's home market. The company was founded in San Francisco but LA has always been one of its largest and most strategically important cities. The LA28 Games present a unique operational challenge and showcase opportunity: moving millions of spectators, athletes, officials, and media across a sprawling metropolitan area with famously difficult traffic. Uber's ability to execute, or fail to execute, will be highly visible.
Under CEO Dara Khosrowshahi, Uber has grown to $52 billion in annual revenue (2025) and achieved consistent profitability after years of losses. The LA28 partnership represents Uber's first Olympic sponsorship and a bet that the Games can demonstrate Uber's capacity as a city-scale transportation platform, not just a ride-hailing app.
1. OLYMPIC HISTORY & MARKETING PRESENCE
1.1 Partnership Timeline & Evolution
Pre-Olympic Activations
Uber has no prior history as an official Olympic partner. However, the company has operated in every recent Olympic host city and has used the Games as an informal marketing platform:
Paris 2024 (Unofficial) Though not an official Paris 2024 partner, Uber deployed significant operational and marketing resources: - Expected 40,000 drivers on-platform during the Games (a record) - Obtained permission to circulate in restricted Paris zones normally reserved for taxis - Reduced fares by 10% for airport/station journeys; UberShare discounts of 30% - "Uber Cruises": Free Seine river cruises from July 12 to August 3 - "Uber Bubbles": Electric Tesla excursions to Champagne region with tastings (200 euros for four people) - New "user-generated navigation" feature allowing drivers to report crashes and traffic - Partnership with Air France-KLM Flying Blue loyalty program (1 mile per euro on Uber rides) - Global brand campaign debuted during Opening Ceremony, introducing new tagline and sonic identity
Milano Cortina 2026 - Official sponsor of Milano Cortina 2026: Fondazione Milano Cortina 2026 and Uber announced a strategic partnership to integrate ride-hailing services into the transport network, expanding capacity for the Games. - NBCUniversal partnership: Supporting multi-platform coverage of the Winter Games through media sponsorship. - Operational deployment: Uber has activated global security protocols with 24/7 support and coordination with Milano Cortina 2026, with detailed loading/unloading instructions built into the Uber app at Olympic and Paralympic venue clusters. - Transport network integration: Ride-hailing services integrated into the broader Milano Cortina 2026 mobility plan.
1.2 Signature Programs
As a first-time official Olympic partner, Uber's signature programs are still being developed. The Paris 2024 activations (even without official status) provide a template: operational excellence through driver supply, creative mobility experiences, and partnerships with complementary brands.
2. LA28-SPECIFIC INITIATIVES
2.1 Announced Plans & Positioning
Rideshare Operations - Design, implement, and optimize rideshare operations across Los Angeles for Games stakeholders - Strategic network of pickup and drop-off locations at and around venues - Multi-modal solutions: cars, bikes, and scooters to support journeys to/from venues and mobility hubs - Advanced tech capabilities and operational best practices for navigating Games-time traffic
LA28 Venue Context: The dual-venue Opening Ceremony (LA Memorial Coliseum and SoFi Stadium, announced May 2025) creates a particularly complex rideshare logistics challenge, with spectators potentially moving between two ceremony sites. SoFi Stadium will be reconfigured for swimming in Week 2 (38,000 capacity, largest swimming venue in Olympic history). Athletics moves to Week 1 at the Coliseum, which will host the Closing Ceremony and earn the distinction of being the first venue in history to host events at three Olympic Games (1932, 1984, 2028). LA28 will be the first Games since 1948 built entirely on existing infrastructure. The 50-state Olympic torch relay, beginning April 2028 (a first in Olympic history), will create additional rideshare demand in relay cities.
On-Demand Delivery - Uber Eats mobile ordering within-venue at select locations - Delivery service to the Olympic and Paralympic Villages for athletes - Potential expansion of delivery to hospitality and media zones (not yet confirmed)
NBCUniversal Partnership - Supporting NBCU's multi-platform coverage of the Games - Bringing athlete stories and competition to life through integrated content
2.2 Regulatory/Market Context
LA's transportation landscape during the Games will be the most complex logistical challenge Uber has ever faced:
- Traffic: LA28 venues are spread across the metropolitan area, from the Coliseum and SoFi Stadium to Long Beach, Inglewood, and venues as far as Santa Monica and Pasadena. This geographic spread creates transportation demands unlike any prior Games.
- Public Transit: LA's Metro system has been expanding (the Purple Line extension, for example) but remains limited compared to London, Paris, or Tokyo. This increases dependence on rideshare.
- Regulatory Environment: California's AB5 labor law and ongoing classification debates affect Uber's driver workforce. The Games will intensify scrutiny on driver supply, pricing, and working conditions.
- Competition: Lyft is a direct competitor in the LA rideshare market and will not have Olympic restrictions on operations during the Games (it simply cannot use Olympic marks). Autonomous vehicles from Waymo and others may also be a factor by 2028.
The Games dates (July 14-30 for Olympics; August 15-27 for Paralympics) overlap with peak summer tourism and LA's normal traffic patterns, compounding the operational challenge.
3. EXECUTIVE LEADERSHIP & DECISION-MAKERS
3.1 C-Suite Leadership
- Dara Khosrowshahi: Chief Executive Officer (since August 2017). Former CEO of Expedia. Has led Uber from massive losses to consistent profitability and expanded the company's platform beyond rideshare into delivery, freight, and advertising.
- Prashanth Mahendra-Rajah: Chief Financial Officer
3.2 Olympic Partnership Leadership
Not publicly disclosed at the individual level. The LA28 partnership likely sits within Uber's global marketing and business development organization.
3.3 Board Members with Relevant Experience
Not specifically identified in public filings related to sports or Olympic governance.
4. AGENCY & CREATIVE PARTNERS
4.1 Agency Model
Uber operates a hybrid model with both a growing in-house creative capability (Uber Advertising Creative Studio) and external agency partnerships.
4.2 Known Agency/Partner Relationships
- Omnicom Media Group (OMG): Uber partnered with OMG to connect mobility and retail media inventory with Omnicom's audience insights
- Uber Advertising Creative Studio: In-house capability launched to partner with brands on "culture-first moments" integrated into the Uber experience
- Global Media Review: Uber launched a global media agency review for its $600 million account (timeline overlaps with LA28 planning)
4.3 Notable Creative Executions
- Paris 2024 Brand Campaign: Debuted during Olympic Opening Ceremony, introducing new tagline and sonic identity linking rideshare and delivery apps
- Uber Advertising Creative Studio Activations: La Mer luxury giveaways during Miami F1, Ulta Beauty branded concert shuttles, Diageo partnership
- "Go Anywhere, Get Anything": Emerging platform messaging that unifies rideshare and delivery under a single brand promise
5. COMPETITIVE POSITIONING
5.1 Market Share & Competitive Landscape
Uber is the dominant global rideshare platform, operating in approximately 70 countries and 10,000+ cities ($52 billion 2025 revenue). In the US market, Uber competes primarily with Lyft (rideshare) and DoorDash (delivery). Uber Eats is the second-largest food delivery platform in the US behind DoorDash. Internationally, key competitors include Bolt, Grab (Southeast Asia), and DiDi (China).
Key Competitors and Their Sports Sponsorship Strategies: - Lyft: Primary US rideshare competitor. No Olympic partnership. Lyft will not be restricted from operating during the Games but cannot use Olympic marks or branding. Lyft sponsors the NBA and individual city-level sports partnerships but lacks a global sponsorship platform. - DoorDash: Primary competitor for Uber Eats. No Olympic partnership. DoorDash sponsors the NFL and MLB but has no Olympic or FIFA affiliation. - Waymo (Alphabet): Autonomous vehicle service operating in Los Angeles. By 2028, Waymo's LA fleet may be large enough to be a visible transportation option for Games attendees. Google (Waymo's parent Alphabet) is itself an LA28 Official Partner.
5.2 Olympic Sponsorship Differentiation
Uber's LA28 partnership is the first time a rideshare company has been an official Olympic partner. The deal creates category exclusivity: Lyft cannot use Olympic marks or claim an official role. More importantly, Uber's operational presence during the Games, including the strategic pickup/drop-off infrastructure and driver supply at venues, will be visible to every attendee, creating an experiential brand impression that extends beyond advertising. Uber's dual role (mobility + delivery via Uber Eats) means the company covers two distinct operational categories within a single partnership.
5.3 Key Brand Messaging
- "Go Anywhere, Get Anything" (unified platform)
- Multi-modal mobility (cars, bikes, scooters)
- On-demand delivery integrated into events
- Home market advantage in Los Angeles
- Technology-powered operational excellence at scale
6. KEY METRICS & BUSINESS CONTEXT
6.1 Financial Performance
- 2024 Revenue: $44.0 billion (18% YoY growth)
- 2025 Revenue: $52.0 billion (18.3% YoY growth)
- Profitability: Uber achieved consistent profitability under Khosrowshahi, a milestone after years of losses
- Uber Advertising: Emerging revenue line; Creative Studio launched to monetize platform attention
- Global Media Account: $600 million (under review)
- Market Capitalization: ~$160 billion (February 2026)
- Stock: UBER (NYSE)
6.2 Olympic Period Performance
As a first-time Olympic partner, there are no historical benchmarks. However, Uber's Paris 2024 experience (without official status) provides a proxy: 40,000 drivers on-platform, expanded access to restricted zones, reduced pricing, and creative mobility experiences. The official LA28 partnership will give Uber additional operational access and marketing rights beyond what it had in Paris.
APPENDIX: KEY SOURCES
Official Sources
- Uber Newsroom: uber.com/newsroom/la28/
- LA28 Announcement: la28.org/en/newsroom/uber-partners-with-la28-and-team-usa-as-official-rideshare-and-on-demand-delivery-partner.html
- Uber Investor Relations: investor.uber.com
- NBC Sports: nbcsports.com/pressbox/press-releases/uber-partners-with-the-la28-olympic-and-paralympic-games
Industry Analysis
- Chain Store Age: Uber in online delivery partnership with 2028 Los Angeles Olympics
- LAmag: Uber Becomes Partner of the Los Angeles 2028 Games
- US News: Uber Named Official Rideshare, Delivery Partner for Los Angeles Games
- Fast Company: Inside Uber's new plan to route around traffic at the Paris Olympics
Financial Filings
- Uber Technologies FY2024 Annual Report (10-K)
- Uber Technologies Q4 2025 Earnings Report (February 2026)
End of Research Brief