LA 2028, U.S. Olympic And Paralympic Properties Tap Kathy Carter To Lead Marketing Effort




LOS ANGELES - LA 2028 and U.S. Olympic and Paralympic Properties today announced sports executive Kathy Carter will lead the commercial joint venture between LA 2028 and the U.S. Olympic Committee. In her role as the joint venture's Chief Executive Officer and LA 2028’s Chief Revenue Officer, Carter will drive efforts to achieve more than $5 billion in revenue including domestic sponsorship, consumer product, hospitality and ticket sales.

Carter will lead the organizing committee in harnessing LA’s culture of creativity and optimism and developing a brand story that showcases the very best of what the City of Angels has to offer.

The commercial joint venture will highlight LA 2028’s unprecedented opportunity to inspire the next generation, benefit local communities, and re-imagine the future of the Games. Carter will oversee a team of people across Los Angeles, New York and Colorado Springs.

"Kathy’s depth of experience driving successful marketing and investment strategies in large sports organizations will serve LA28 well as we work to build an engaged fan community and support athlete dreams," said LA 2028 Chairman Casey Wasserman. "She is an exceptional leader and I couldn’t be more proud to welcome to her to the team."

Carter previously served as President of Soccer United Marketing, where she was responsible for managing and growing the business operations for Major League Soccer's commercial subsidiary. Under Carter’s leadership, the organization generated billions of dollars in revenue for the game and maximized the value and brand of premier soccer organizations and events, including MLS, U.S. Soccer, the Mexican National Team, Copa América and multiple CONCACAF properties.

"There is nothing else like the energy and excitement of the Olympic and Paralympic Games," said LA 2028 Chief Revenue Officer and Chief Executive Officer of the commercial joint venture Kathy Carter. "LA 2028 will set a new standard for creativity, inclusion and optimism in sport, benefiting the Movement for generations to come. I am honored to join the team and have the opportunity to help partners connect with fans and athletes around the world."

"Adding Kathy Carter’s passion and expertise is a great step forward for U.S. Olympic and Paralympic Properties, LA 2028 and the broader Olympic and Paralympic movements in the United States," said USOC CEO and USOPP board member Sarah Hirshland. "The work of the commercial joint venture is critically important, not only in what it means to the hosting of the 2028 Games in Los Angeles, but also to the long-term support of Team USA athletes. Kathy’s vision and experience will be a powerful guiding force for the next decade and beyond. We’re thrilled to work with her."

Carter is a recipient of the Women in Sports and Events’ (WISE) Woman of the Year award and a two-time winner of the Sports Business Journal’s 40 Under 40 award. She was named to New York Crain’s 40 Under 40 list, and included on Forbes’ list of The Most Powerful Women in Sports. In 2017, Carter became the first woman candidate for president of U.S. Soccer.

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