Published On: Thu, Jun 17th, 2021

Salesforce Partners with Team USA for Olympics

Salesforce is owned by Marc Benioff.


Salesforce.com, a company owned by Marc Benioff which offers a CRM for companies’ sales systems, has a new multi-year partnership with Team USA and the LA28 Olympic and Paralympic Games. Salesforce also announced a partnership with NBCUniversal to support its Olympic and Paralympic coverage across platforms for the next seven years.

As a Founding Partner of the LA28 Olympic and Paralympic Games, Salesforce will provide Salesforce Customer 360 technology to deliver an engaging fan and athlete digital experience over the next seven years.

As part of its partnership with NBCUniversal, Salesforce will sponsor media coverage of Olympic and Paralympic Games from Tokyo 2020 through LA28. NBCUniversal will also use Salesforce technology to build Olympic and Paralympic fan communities.

“At Salesforce, our mission is to change the world for the better through technology that helps our customers achieve success from anywhere, and we’re proud to support the Olympic and Paralympic Games in Los Angeles,” said Sarah Franklin, President and Chief Marketing Officer, Salesforce. “We’re thrilled to partner with LA28, Team USA and NBCUniversal and look forward to creating the most innovative digital experience in sports for engaging athletes and fans.”

“Partnering with Salesforce brings the most cutting-edge technologies to engage fans in the Olympic and Paralympic Games,” said Kathy Carter, Chief Executive Officer, U.S. Olympic and Paralympic Properties, which manages marketing rights for both the LA28 Games and Team USA. “Salesforce will enable Team USA and the LA28 Games to connect with fans in the most personal way, curating connections and content like never before.”

“Salesforce is a key partner in NBCUniversal’s own transformation, and we’re so excited to transform the next five Games together,” said Linda Yaccarino, Chairman, Global Advertising & Partnerships, NBCUniversal. “For the next seven years, we’ll combine fan engagement and content to deliver a personalized experience for every Olympic and Paralympic fan in the U.S. The biggest stage for athletes and brands is now the biggest engine of innovation.”

The LA28 Olympic and Paralympic Games will be a platform of inclusion and creativity for athletes and fans around the world, harnessing Los Angeles’ diversity, optimism and youthful energy. LA28 will mark Los Angeles’ third time to host the Olympic Games (previously hosted in 1984 and 1932) and first time to host the Paralympic Games. The LA28 Games Plan will use existing world-class stadiums and sports venues across the Los Angeles region, ensuring a sustainable and fiscally responsible event. The LA28 Games are independently operated by a privately funded, non-profit organization with revenue from corporate partners, consumer products, hospitality and ticketing programs and a significant contribution from the International Olympic Committee.

Team USA is the world’s largest and most diverse team of athletes from across the United States who compete at the Olympic, Paralympic, Youth Olympic, Pan American and Parapan American Games. The United States Olympic & Paralympic Committee, founded in 1894, serves as the National Olympic Committee and National Paralympic Committee for the United States and is responsible for protecting, supporting and empowering Team USA athletes.

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