As the lights go out on the Winter Games this weekend, the Olympic movement is already pivoting towards Los Angeles 2028 — a privately financed showpiece the IOC is betting will reboot a commercial model that has underwritten the Games for four decades but is now straining in a more sophisticated marketing climate.
MILAN, Feb 20 (Reuters) – As the lights go out on the Winter Games this weekend, the Olympic movement is already pivoting towards Los Angeles 2028 — a privately financed showpiece the IOC is betting will reboot a commercial model that has underwritte… [5891 chars]
Source: Reuters | Published: 2026-02-20T11:25:34Z
Credit: Reuters
