The Los Angeles 2028 Olympic Games has taken a major step forward in its commercial programme with the launch of its first global ticket sales window, targeting fans selected through a ballot process and underlining the scale of early demand for the Games. There are 826 days until the opening ceremony of the Games.
The initial international release, known as ‘Drop 1’, opened yesterday and will run until Sunday, April 19th, giving successful applicants timed access to purchase tickets across all Olympic sessions, including the Opening and Closing Ceremonies.
This follows an earlier presale reserved for residents of Los Angeles and Oklahoma City, which organisers say exceeded expectations. According to LA28, more tickets were sold during that opening week than at any comparable stage in previous Olympic cycles, with all purchases made by local spectators.
Fans selected in the ballot are allocated specific purchase windows and have 30 minutes to complete each transaction once tickets are added to their basket. Buyers can purchase up to 12 tickets for Olympic events, with additional allocations for football, and limited numbers available for the Opening Ceremony at SoFi Stadium in Inglewood and the Closing Ceremony at the LA Memorial Coliseum.
Importantly, tickets are sold by category rather than exact seat location, with final allocations to be confirmed closer to the Games, in line with standard Olympic practice.
Those unsuccessful in the initial ballot will remain in the system for future rounds, with additional sales phases planned throughout 2026 and beyond. A separate ticketing process for the Paralympic Games is scheduled to begin in 2027.
Premium hospitality packages are already on sale through On Location, while Visa continues as the exclusive payment provider, reinforcing long-standing commercial partnerships within the Olympic ecosystem.
Reynold Hoover, Chief Executive of LA28, highlighted the early momentum, noting that “the success of the Locals Presale speaks for itself,” with hundreds of thousands of tickets priced at $28 (€24) – the lowest entry point in modern Olympic history – already sold.
The pricing strategy is central to LA28’s positioning, with a clear emphasis on accessibility. Nearly half of all tickets are priced below $200 (€170), while more than 75 per cent, including finals, will cost less than $400 (€340). More than one million tickets will be available at the $28 price point, with only a small proportion exceeding $1,000 (€855), typically for premium experiences at high-demand events.
From a business perspective, the ticketing programme is a cornerstone of the Games’ privately funded model. LA28 is targeting a revenue base of more than $7 billion (€5.9 billion), with ticket sales, sponsorship and hospitality forming the primary income streams. Achieving a strong balance across these areas will be critical to delivering a sustainable financial outcome and long-term legacy for the host city.
Image Credit: LA28
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