Intuit Named LA28 Founding Partner, Scores Historic Dome Naming Rights

Intuit has signed on as a top-tier domestic sponsor, or "founding partner," of the LA28 Olympic and Paralympic Games. As part of the partnership, Intuit will retain naming rights for the Intuit Dome in Inglewood, CA, where it will host five-on-five Olympic basketball competitions during the 2028 Games. It has also signed a multi-year deal with Team USA. Terms of the deals were not disclosed. The move means Intuit will now be one of the first companies in Olympic history to maintain commercial naming rights for a Games venue. Traditionally, Olympic arenas go nameless, or are given generic titles, as the world’s eyes turn to competition. The announcement comes as Intuit has been focusing on building its flagship brand and unifying marketing across its key products: TurboTax, QuickBooks, Credit Karma, and Mailchimp. Chief marketing officer (CMO) Thomas Ranese told ADWEEK that the deep Olympics partnership will let Intuit show up in a "different way" during LA28 and give it "a global stage" on which to tell its story. While it's still early, Ranese said Intuit was already thinking about how to execute around LA28 creatively. "From a brand standpoint, it will allow us to really play into the idea that the Olympics are all about people striving for their goals, and align it with what we do: helping people and businesses strive to achieve their financial goals," he said. "We're starting to think about how to tell that story in a more emotional way on a bigger stage." Beyond the 5 billion people that tune in to the Olympics, Intuit's partnership is also betting on local impact. Its Small Business Supplier program will open doors for Los Angeles-based businesses to become Games suppliers, while select Team USA athletes will get free tax prep via TurboTax. The company is also expanding its financial education programs for LA students in the run-up to and during the games, to cement a legacy beyond the court. “Intuit has a legacy of empowering the people and small businesses of Los Angeles, so there’s great synergy already, and a tremendous impact we can make together on the greatest stage in sports,” John Slusher, chief executive (CEO) of United States Olympic and Paralympic Properties (USOPP), told ADWEEK. Breaking Olympic Ground The Intuit Dome, home of the LA Clippers, opened its doors in August 2024, and Ranese said it has already driven a "surge" of awareness for the brand, per internal data. "Now the objective is, how do we tell a story about how we can help people understand who we are and relate to us?" he said. "The Olympics is now a stage not just to make Intuit a household name, but to show how we're actually powering prosperity." Intuit joins Comcast, Delta, Honda, Starbucks, and Google in the highest domestic sponsorship tier for LA28. Corporate sponsors are set to cover $2.5 billion of the Games’ estimated $7.1 billion budget, making them the backbone of a privately-funded games. As part of its package, Intuit is one of the first companies ever allowed to keep a venue name for the Games. During past Olympics, in line with the International Olympic Committee's (IOC) "clean venue" rules, existing corporate names for stadiums and arenas have not been used. In August, LA28 organizers announced the first-ever Olympics naming rights program to drive revenue for the event. The Comcast Squash Center at Universal Studios, which will host squash games, and the Honda Center, which will host indoor volleyball, have already signed on. Intuit will benefit from basketball being one of the most-watched Olympic sports. At Paris 2024, the men's final drew in 19.5 million viewers on NBC and Peacock, making it the most-watched gold medal game since the 1996 Atlanta Olympics.

Summer Olympics

Intuit Named LA28 Founding Partner, Scores Historic Dome Naming Rights

The MailChimp owner is one of the first brands to retain rights for an Olympic Games venue

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Rebecca Stewart

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