Los Angeles 2028: Salesforce terminates its partnership with the Organising Committee & Team USA

Salesforce, an American software company, has "decided to amicably part ways" with Los Angeles 2028, said the two entities to several US media on 16/04/2024. The partnership with Team USA (the US Olympic team) has also been terminated.

The American company had initially become a founding partner of the Los Angeles 2028 Olympic and Paralympic Games, as well as a partner of Team USA for seven years over the 2021-2028 cycle, on 16/06/2021. As part of the agreement, Salesforce offered Salesforce Customer 360 technology to "deliver an engaging fan and athlete digital experience."

Salesforce also entered into a partnership on 16/06/2021 with the American media and entertainment conglomerate NBCUniversal (holder of the media rights for the Olympic Games in the United States from 2022-2032) to sponsor coverage of the Games on the American group's channels. NBCUniversal is also using Salesforce technology to "build Olympic and Paralympic fan communities". This partnership has been maintained.

The US media conglomerate Comcast and airline Delta Air Lines are the two remaining founding partners…