Olympic Flame Returns to Atlanta to Kick Off LA28 Torch Relay

Atlanta Prepares for the LA28 Torch Relay Kickoff

The flame will first be lit in ancient Olympia, Greece, before arriving in Georgia. Atlanta Mayor Andre Dickens noted the city’s transformation since it hosted the Summer Games three decades ago. “Thirty years ago, Atlanta welcomed the world,” Dickens said. “When the flame returns to the U.S., Atlanta will be ready to welcome it from Greece, celebrate the spirit of the games together as a community, and carry it onward to Los Angeles.” The 1996 Games served to showcase a modern Atlanta to a global audience, establishing its capacity to host major international events.

Commercial Partners Back Nationwide Relay Route

The upcoming Olympic and Paralympic torch relay relies on the support of four presenting partners: Coca-Cola, JPMorganChase, Allstate, and Xfinity. These companies will help coordinate community stops across the country and select specific torchbearers for the historic journey. Organizers report that the route will pass by international landmarks, major cultural and sports events, and feature festival celebrations in select cities, aiming to make it one of the largest relays in Olympic history.

Coca-Cola, headquartered in Atlanta for nearly 140 years, has partnered with the Olympic movement for nearly a century and first served as a presenting partner of the torch relay at the 1992 Barcelona Games. Henrique Braun, CEO of The Coca-Cola Company, stated that the torch symbolizes connection and shared experiences as the journey toward the Los Angeles games begins. Meanwhile, JPMorganChase views its sponsorship as an extension of its long-standing investments in U.S. communities. Jennifer Roberts, CEO of Chase Consumer Banking, highlighted the bank’s goal of fostering a lasting legacy of opportunity through the events.

Allstate and Comcast Expand Long-Term Olympic Support

Allstate brings more than two decades of backing for athletes to its role as a presenting partner, seeking to highlight optimism and perseverance across the country. Elizabeth Brady, executive vice president and chief marketing, customer, and communications officer at Allstate, emphasized the shared drive seen in athletes working toward a goal. Comcast, a founding partner of LA28 and a sponsor of Team USA since 2017, will utilize its Xfinity brand to connect fans to the relay through broadband and mobile technology. Matt Lederer, vice president of brand partnerships and engagement at Comcast, noted that the relay acts as the true beginning of the path to LA28, bringing the excitement of the games directly to American communities long before the opening ceremony.