Team USA, led by Chief Executive Sarah Hirshland, is pursuing outside financing for a new commercial rights vehicle called U.S. Olympic and Paralympic Ventures to monetize fan engagement more effectively.
The organization is preparing for two domestic Olympics: Los Angeles in 2028 and Utah in 2034. Hirshland said the focus is building direct-to-consumer value.
"Sports entities are all focused on building their direct-to-consumer value proposition," Hirshland said. She detailed plans to build the fan base, understand fans and customize offerings, including content and engagement both within and outside competition.
The U.S. Olympic and Paralympic Committee hired the Raine Group to explore financing options for the venture, which could include a stake sale or a debt raise. The entity could be valued in the billions, though Hirshland declined to specify a valuation. The USOPC is open to investment from private equity, institutional capital and sovereign wealth funds.
Discussions about the venture began in 2024. The timing is critical: the USOPC's existing commercial partnership with the Los Angeles 2028 organizing committee ends that year. A separate agreement with the Utah 2034 hosts has not yet been finalized. The USOPC also enters a renewal period for commercial rights in January, with new deals taking effect in 2029 and beyond.
U.S. Olympic and Paralympic Ventures will manage domestic and global sponsorship and licensing deals, oversee content distribution and handle direct-to-consumer sales. Utah 2034 ticketing and hospitality will remain with the organizing committee.
The USOPC and its national sport governing bodies depend heavily on the Olympic cycle. The organization reported $264 million in revenue in 2025, an off-year. That compares with $496 million in 2024, when the Paris Summer Games occurred.
Team USA maintains domestic commercial contracts with Comcast, Delta Air Lines, Google, Starbucks, Chase, Allstate and Honda. It also shares global revenues with International Olympic Committee partners including Alibaba, Coca-Cola, Procter & Gamble and Visa.
