LA28 committee chooses marketing chief Carter as new CEO

Sep 13, 2021, 5:00 PM | Updated: Sep 14, 2021, 5:01 am

The organizing committee for the 2028 Los Angeles Olympics elevated its top marketing officer, Kathy Carter, to CEO on Tuesday as it ramps up preparations for the Games that are now less than seven years away.

Carter started work for the committee in 2018 as its chief revenue officer and is responsible for securing key deals with founding sponsors including Delta Airlines and Comcast.

Carter will continue to cut deals in an Olympic landscape that has been altered both by its own attempts to streamline the Games, along with the impact the coronavirus pandemic has had on sports and the Olympic schedule itself.

She said one of her key challenges will be “bringing together talent from an experience stand point, but also from a diversity stand point, that allows us to prepare for the known and, more importantly, the unknown.”

With Carter, the committee now has about 10 top executives on board. Casey Wasserman, who drove the bid to bring the games back to LA, is the chair of LA28.

Games organizers have put out a $6.9 billion budget and promised to pay for all expenses through sponsorships, ticket sales, merchandising and other revenue.

A recent study has shown that since 1960, Olympic cities have surpassed their budgets by an average of 172%. Los Angeles thinks it is in a unique position because it doesn’t plan to build massive new venues, and will use UCLA’s campus as the athletes’ village.

Carter is now in charge of the day-to-day operation in a city that once redefined the Olympic movement. In many ways, the 1984 Games took a struggling enterprise and turned it into the multi-billion-dollar behemoth it has become. Much of the growth came on the idea that there was value for major corporations to buy a connection with the Olympic rings.

Many of the deals Carter helped get done for LA will start going into play this year. Meantime, she says LA will try to be realistic about what it can and cannot provide for the IOC, which awarded the 2028 Games to the city four years ago.

“A lot of this is looking at how we have an opportunity to change the narrative and think differently about the Games themselves,” Carter said. “We need to differentiate between what’s a ‘must,’ and what’s an opportunity” to do things differently.

Before coming to the LA committee, Carter was a founder of Major League Soccer and was president of Soccer United Marketing. She also served as manager of partnership marketing for the 1994 World Cup organizing committee.

___

More AP sports: https://apnews.com/hub/apf-sports and https://twitter.com/AP_Sports

Copyright © The Associated Press. All rights reserved. This material may not be published, broadcast, rewritten or redistributed.

AP

Florida Panthers center Aleksander Barkov (16) attempts a shot at Los Angeles Kings goaltender Pheo...
Associated Press

Kings hold on to beat Panthers 4-3 for 3rd straight win

SUNRISE, Fla. (AP) — Adrian Kempe had a short-handed goal and an assist, Pheonix Copley made 41 saves and the Los Angeles Kings held on to beat the Florida Panthers 4-3 on Friday night for their third straight win. Anze Kopitar, Viktor Arvidsson and Matt Roy also scored for the Kings, who led 3-0 midway […]
19 hours ago
Vegas Golden Knights defenseman Brayden McNabb (3) skates between New York Rangers left wing Chris ...
Associated Press

Trochek, Halak lead Rangers to 4-1 win over Golden Knights

NEW YORK (AP) — Vincent Trochek had a goal and an assist, Jaroslav Halak stopped 33 shots and the New York Rangers beat the struggling Vegas Golden Knights 4-1 on Friday night. Chris Kreider, Filip Chytil and Jimmy Vesey also scored for the Rangers, who are 8-2-3 in their last 13 games heading into their […]
19 hours ago
New York Islanders' Anthony Beauvillier (18) and Detroit Red Wings' Moritz Seider (53) fall down wh...
Associated Press

Sorokin makes 23 saves as Islanders beat Red Wings 2-0

NEW YORK (AP) — Ilya Sorokin made 23 saves and Brock Nelson had a goal and an assist, leading the New York Islanders to a 2-0 victory against the Detroit Red Wings on Friday night. Anders Lee also scored and Kyle Palmieri had two assists, helping New York stop a six-game slide. It was Sorokin’s […]
19 hours ago
Indiana Pacers' Buddy Hield (24) and Milwaukee Bucks' Pat Connaughton (24) via for a loose ball dur...
Associated Press

Antetokounmpo scores 41 points, Bucks beat Pacers 141-131

INDIANAPOLIS (AP) — Giannis Antetokounmpo had 41 points, 12 rebounds and six assists and the Milwaukee Bucks fended off Indiana’s second-half rally to beat the Pacers 141-131 on Friday night. Jrue Holiday added 23 points and nine assists for Milwaukee. The Central Division-leading Bucks won their third straight, this one coming in front of a […]
19 hours ago
Jon Rahm, of Spain, watches after hitting out of a bunker on the 17th hole of the South Course at T...
Associated Press

Rahm 2 back of Ryder at Torrey in bid for 3rd straight win

SAN DIEGO (AP) — Jon Rahm made an impressive charge up the leaderboard on his favorite course with a 6-under 66 on Friday, which is now moving day at Torrey Pines, to pull within two shots of leader Sam Ryder after the third round of the Farmers Insurance Open. Rahm, ranked No. 3 in the […]
19 hours ago
A photo of Tyre Nichols is shown during a moment of silence before an NBA basketball game between t...
Associated Press

Grizzlies, other NBA teams speak out on Tyre Nichols’ death

Memphis Grizzlies coach Taylor Jenkins watched a televised interview on Friday of Tyre Nichols’ mother speaking about the loss of her son, and lost control of his emotions. “I cried,” Jenkins said. The outrage, frustration, sadness and anger was evident around the NBA on Friday, the day that video was released showing how Nichols, a […]
19 hours ago
LA28 committee chooses marketing chief Carter as new CEO