Google has been named the official cloud provider of the Los Angeles 2028 Olympic and Paralympic Games, in a landmark partnership that will embed the company’s AI and cloud technologies deep into the fabric of the global sporting event.
The deal, announced Wednesday, also makes Google a founding partner of LA28, extending the collaboration to Team USA and NBCUniversal’s coverage across the United States.
Under the partnership, Google Cloud and Google’s Gemini AI models will power critical event infrastructure, fan engagement, and live broadcast enhancements. The technology will be used to help spectators navigate venues, provide real-time updates for millions of attendees, and support digital operations for athletes, volunteers, and staff.
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Building an AI-Driven Olympic Experience
Organizers said Google’s tools — including Google Cloud infrastructure, Gemini AI, and new Google Search features such as “AI Mode” — will be integrated into NBCUniversal’s multi-platform Olympic broadcasts, making it easier for fans to access live stats, athlete profiles, and event schedules.
Marvin Chow, Google’s vice president of marketing, said the partnership would make the Olympics “more personal and interactive for fans everywhere,” leveraging AI to customize experiences across digital platforms.
NBCUniversal’s advertising chief Mark Marshall added that combining Google’s technology with NBCU’s storytelling would result in “a world-class viewing experience,” blending AI-driven data with traditional coverage.
YouTube to Play Expanded Role
As part of the partnership, YouTube will also collaborate with NBCUniversal to host select Games-related content. This will include behind-the-scenes features, highlights, and athlete spotlights, expanding digital access for global audiences and complementing NBC’s broadcast network and streaming platforms like Peacock.
The partnership reflects a broader trend of AI integration into global events, where major technology companies are reshaping how audiences consume and interact with large-scale live experiences.
Organizers estimate that Google’s technology will support millions of fans, along with more than 70,000 volunteers, athletes, and workers involved in the LA28 Games. Google Cloud’s infrastructure will be used to streamline logistics, analyze real-time data, and enhance cybersecurity — all essential to managing one of the largest sporting events on the planet.
The deal underscores Google’s growing push into sports and live entertainment technology, using AI to personalize engagement and optimize operations. It also marks a significant step for LA28, which is run by a private, non-profit organizing committee and has prioritized tech-driven partnerships over costly new infrastructure projects.
Google becomes LA28’s fifth founding partner, joining Starbucks, Honda, Comcast, and Delta Air Lines. Founding partners are among the highest-tier sponsors of the Games, typically contributing at least $100 million in combined cash and services.
LA28 has been aggressively expanding its sponsorship base ahead of the Games. Earlier this year, officials set a target of raising $800 million to $1 billion in new sponsorship deals by 2025, which would bring total partnership revenue to about $2 billion. A senior LA28 official told Reuters last month that the Games are “on track to meet or exceed that target.”
The Los Angeles Games will mark the city’s third time hosting the Olympics, after 1932 and 1984, but its first time hosting the Paralympic Games. Unlike past Olympics that required massive construction efforts, LA28 has pledged to use existing venues, leveraging the city’s extensive sports infrastructure to avoid unnecessary spending and environmental impact.
This approach aligns with the International Olympic Committee’s (IOC) push for sustainability and cost efficiency in hosting future Games. LA28 hopes to deliver a “smarter, greener, and more connected Olympics” by focusing on digital innovation rather than physical expansion.
A Strategic Win for Google
For Google, the deal represents both a branding and a strategic victory. The partnership allows the tech giant to showcase its AI, cloud, and search technologies on one of the most visible global stages.
The company’s AI model Gemini — which competes with OpenAI’s ChatGPT and Anthropic’s Claude — will play a central role in powering personalized experiences during the Games.
With digital engagement becoming as central to the Games as athletic performance itself, the LA28-Google partnership marks a new era in Olympic storytelling — one where AI, cloud, and real-time data will work together to bring the spirit of the Games to every screen, in every language, across every continent.