LA28: IOC Executive Christophe Dubi Outlines Vision and Challenges for Los Angeles 2028 Olympics

The Los Angeles 2028 Olympic Games will rely almost exclusively on existing infrastructure and temporary installations to minimize permanent construction costs, according to Christophe Dubi, the International Olympic Committee’s (IOC) Executive Director for the Olympic Games. The “LA28” organizational model focuses on utilizing iconic venues like the SoFi Stadium and the Memorial Coliseum while implementing a massive temporary urban sports hub in the Hollywood Hills.

Infrastructure Strategy and the “No Permanent Build” Model

Unlike previous host cities, Los Angeles isn’t building new permanent stadiums. Christophe Dubi told franceinfo: sport that the Games are “100% in infrastructures already built.” The strategy shifts the financial and logistical burden from construction to “enormous” temporary modifications.

One primary example is the planned urban sports site located in the valley behind the Hollywood sign, which Dubi compared to the temporary setups used at Place de la Concorde during the Paris 2024 Games. This approach allows the city to avoid the “white elephant” problem of unused stadiums post-event while still creating high-capacity venues for emerging sports.

Solving the Los Angeles Transport Crisis

Los Angeles’ heavy reliance on cars presents a significant hurdle compared to the transit-heavy layouts of Paris or London. Mayor Karen Bass has championed a “car-free” vision for the Games, which Dubi clarifies as “car-free on sites.”

To manage the flow of millions of spectators, the city will use a “distribution parking” system. According to Dubi, this model mirrors the logistics used for FIFA World Cup matches at SoFi Stadium, where spectators park in remote lots and are shuttled to the venue via bus. The IOC plans to scale this operation by roughly 40 times to accommodate the Olympic volume, citing a lack of sufficient metro and tram capacity to handle the load independently.

Ticketing Tiers and the U.S. Market Pricing

The LA28 organizing committee is targeting a total of 14 million tickets across the Olympic and Paralympic Games. To maintain accessibility, the committee has set a specific pricing benchmark: 50% of the 11 million Olympic tickets will be priced under $200 (approximately €175). Additionally, one million tickets will be available for less than $28 (approximately €25).

Dubi noted that while $200 may seem high to Europeans, it is a competitive marker in the American sports market. He pointed to NBA and NHL pricing as a contrast, where premium seating often far exceeds these costs. This tiered system allows the committee to use high-end hospitality packages to balance the overall budget while keeping base entry affordable.

Commercial Naming Rights and Budgetary Shifts

For the first time in Olympic history, the IOC has authorized the use of commercial naming rights for competition sites. This represents a significant departure from traditional Olympic branding rules. Dubi explained that these rights apply to existing sites that are already owned or sponsored by long-term partners of the IOC or the organizing committee.

The decision is a financial move to “crush costs” and generate supplemental revenue. While brands will be visible on the exterior of venues and in ticketing, the IOC maintains that brands will not be inside the competition arenas, ensuring the sporting focus remains intact.

Visa Access and Political Independence

Concerns regarding U.S. entry requirements and visa delays, which surfaced during recent international sporting events, are being managed through a system called "Visalink." Dubi confirmed that the U.S.

Addressing potential political interference, Dubi highlighted a recent IOC session decision to strengthen the independence of sports organizations. He emphasized that the “simplicity of the regulation”—where merit and results determine the winner—is protected by the Court of Arbitration for Sport (CAS), which provides 24-hour resolutions for disputes to prevent political ingression.

Climate Contingency and Heat Mitigation

With rising temperatures in Southern California, the IOC is implementing “contingency plans” for athletes and spectators. Dubi noted that heat mitigation has been a factor since the 2008 Beijing Games and was a priority in Paris 2024.

Specific adjustments for LA28 include:

• Modified Infrastructure: Adding sun shelters to rowing venues where they were previously absent.
• Scheduling Shifts: The possibility of moving events to cooler locations or times, citing the 2021 decision to move the Tokyo marathon to Sapporo as a precedent for radical changes if heat becomes a safety risk.

As the two-year countdown to July 2028 accelerates, the focus for Los Angeles shifts from conceptual planning to the “ramp-up” of recruitment and the testing of the Visalink system to ensure a seamless transition from Paris 2024.