<\/p>\n
With the LA28 Summer Olympics and Paralympic Games two years away, technology is shaping the way LA28 will be delivered to fans across the globe. Alex Merchan, Chief Marketing Officer at LA28, spoke to Deloitte\u2019s Chief Data & AI Officer Michelle McGuire, at Variety\u2019<\/em>s Entertainment Marketing Summit presented by Deloitte about the Olympics\u2019 marketing, use of L.A. and what the games mean to the American public. <\/p>\n Merchan revealed he was initially unaware that his position at LA28 existed, but feels that his career experience of \u201ccurating customer journeys, understanding fan engagement when it was analog and then digital, and creating real-life experiences and activations for brands\u201d helped prepare him for his role.<\/p>\n When it comes to the 2028 Olympics, Merchan said: \u201cWe\u2019re fortunate enough to have some lead time here and really look at those opportunities and see how we can build upon them\u2026This city is built on innovation in so many ways, and such a rich city, people forget [in] the pecking order of things that L.A. has to offer, that\u2019s one of them.\u201d<\/p>\n Merchan also said that the planning committee would use L.A.\u2019s extensive billboards around the city, along with activation elements at local professional sporting events, referring to the rollout as \u201cL.A. in full bloom.\u201d<\/p>\n \u201cWe have set the very ambitious goal of being the most technology-advanced games ever delivered,\u201d said Merchan, who cited Deloitte, Omega and Google as key partners helping with the technological side of operations. He added, \u201cPartners like NBC Universal are critical in terms of curating and developing a very unique and immersive way of taking in the games, whether you want to do so from your couch, your device, or streaming broadcast.\u201d<\/p>\n Wrapping up the conversation, Merchan said, \u201cThe idea that after three decades, it comes back to American soil, I think, will be an exciting thing. There\u2019s a whole generation out there, for different reasons, that have not experienced the games.\u201d<\/p>\n \u201cThe idea that it\u2019s in our time zone, in our backyard, in the U.S., at least if you\u2019re living on the East Coast; the excitement that it\u2019s real will only elevate the importance of this being not just the world\u2019s biggest sporting event, but the idea that being in Los Angeles, we\u2019ve got so much richness to share.\u201d<\/p>\n More from Variety<\/strong><\/p>\n Best of Variety<\/strong><\/p>\n Sign up for Variety’s Newsletter<\/a>. For the latest news, follow us on Facebook<\/a>, Twitter<\/a>, and Instagram<\/a>.<\/p>\n<\/div>\n \u2018 The preceding article may include information circulated by third parties \u2019 <\/em><\/p>\n \u2018 Some details of this article were extracted from the following source www.yahoo.com \u2019 <\/em><\/p>\n","protected":false},"excerpt":{"rendered":" With the LA28 Summer Olympics and Paralympic Games two years away, technology is shaping the way LA28 will be delivered to fans across the globe. Alex Merchan, Chief Marketing Officer at LA28, spoke to Deloitte\u2019s Chief Data & AI Officer Michelle McGuire, at Variety\u2019s Entertainment Marketing Summit presented by Deloitte about the Olympics\u2019 marketing, use […]<\/p>\n","protected":false},"author":2,"featured_media":2389429,"comment_status":"open","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"om_disable_all_campaigns":false,"_jetpack_memberships_contains_paid_content":false,"jnews-multi-image_gallery":[],"jnews_single_post":[],"jnews_primary_category":[],"jnews_social_meta":[],"footnotes":""},"categories":[25172],"tags":[465969,365463,424596,465970,33132],"class_list":["post-2389428","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-entertainment","tag-alex-merchan","tag-chief-marketing-officer","tag-deloitte","tag-paralympic-games","tag-variety"],"jetpack_featured_media_url":"https:\/\/celebrity.land\/en\/wp-content\/uploads\/2026\/04\/LA28-Games-Varietys-Entertainment-Marketing-Summit-Panel-Focuses-on-Technology.jpeg","jetpack_sharing_enabled":true,"_links":{"self":[{"href":"https:\/\/celebrity.land\/en\/wp-json\/wp\/v2\/posts\/2389428","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/celebrity.land\/en\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/celebrity.land\/en\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/celebrity.land\/en\/wp-json\/wp\/v2\/users\/2"}],"replies":[{"embeddable":true,"href":"https:\/\/celebrity.land\/en\/wp-json\/wp\/v2\/comments?post=2389428"}],"version-history":[{"count":1,"href":"https:\/\/celebrity.land\/en\/wp-json\/wp\/v2\/posts\/2389428\/revisions"}],"predecessor-version":[{"id":2389430,"href":"https:\/\/celebrity.land\/en\/wp-json\/wp\/v2\/posts\/2389428\/revisions\/2389430"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/celebrity.land\/en\/wp-json\/wp\/v2\/media\/2389429"}],"wp:attachment":[{"href":"https:\/\/celebrity.land\/en\/wp-json\/wp\/v2\/media?parent=2389428"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/celebrity.land\/en\/wp-json\/wp\/v2\/categories?post=2389428"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/celebrity.land\/en\/wp-json\/wp\/v2\/tags?post=2389428"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}