Full Breakdown
LA28 Announces Historic 50-State Olympic Torch Relay Starting in Atlanta
By Drooid · · How we work
Core Event
On September 29 organizers of the 2028 Los Angeles Summer Games announced that the Olympic torch relay will commence in Atlanta, Georgia, the city that hosted the 1996 Summer Games. The flame will be lit in Olympia, Greece, travel to the United States in spring 2028, and traverse all 50 states before arriving in Los Angeles for the opening ceremony on July 14, 2028. The Paralympic torch relay will follow, with its flame originating in Stoke Mandeville, England.
Background & Context
The 1996 Atlanta relay covered 42 states and Washington, D.C., with more than 12,000 torchbearers and over 16,000 miles. LA28’s plan reverses that path and expands it to every state, positioning the 2028 Games as “America’s Games.”
Data & Statistics
- Torchbearers: projected 12,000–15,000 participants.
- Presenting partners: Coca-Cola, JPMorgan Chase, Allstate, and Xfinity – the first relay with four presenting sponsors.
- Route timeline: spring 2028 start; full itinerary to be released in 2027; torchbearer nomination details to follow.
- Paralympic relay: begins after the Olympic Games in August 2028, flame lit in Stoke Mandeville.
Official Statements & Responses
Henrique Braun, CEO of Coca-Cola, linked the partnership to a belief that sport can bring people together. Jennifer Roberts, CEO of Chase Consumer Banking, framed the relay as an extension of the firm’s community commitment. Matt Lederer, Vice President of Brand Partnerships & Engagement at Comcast, noted that Xfinity will use broadband and mobile technology to connect fans to the relay’s moments.
Verbatim Quotes
- “Every Olympic Games begins with a single flame, and carrying that flame to Los Angeles is an honor and privilege that we'll share with every corner of the country,” — Casey Wasserman, chair and president
- “Thirty years ago, Atlanta welcomed the world. The 1996 Centennial Olympic Games changed this city. They introduced a modern Atlanta to billions of people across the globe and proved we could compete on the biggest international stage,” — Atlanta Mayor Andre Dickens
- “For nearly 100 years, Coca-Cola and the Olympic Movement have shared a belief in the power of sport to bring people together,” — Henrique Braun
- “Supporting the Torch Relay reflects our commitment to the customers, clients and communities we serve every day,” — Jennifer Roberts
What’s Next
LA28 officials said the full relay route will be disclosed in 2027, and a public process for torchbearer nominations will open in the months following the announcement. Details about the Paralympic relay’s U.S. starting location will be released later in 2028. The partnership framework anticipates additional sponsors beyond the four presenting partners, further expanding community involvement as the flame moves toward Los Angeles.