Americans place greater pride in welcoming the world than topping the medal count, as new research being unveiled today at the USC Next Level Sports Conference reveals what fans and residents want from the 2028 Games and brands activating
LOS ANGELES, Oct. 20, 2026 /PRNewswire/ — What if the biggest win at the 2028 Olympic and Paralympic Games has nothing to do with a gold medal?
As Los Angeles prepares to welcome the world, new research suggests Americans are looking beyond the podium when it comes to what matters most at the Olympic Games. In fact, more Americans would take pride in international visitors saying they felt welcomed by the United States (26%) than in Team USA winning the most medals (19%).
That’s just one of the findings from The People’s Games: What Americans Want from Los Angeles in 2028, a new report from Acceleration Community of Companies (ACC) that examines how cultural and consumer expectations are shaping the future of the Games. Conducted in partnership with YouGov, the research surveyed 1,049 adults nationwide and 324 Los Angeles residents, exploring what Americans want from LA28, what would make the Games feel successful, and how brands, communities and cultural experiences can play a role.
The new report builds on Gen Z Sports Fandom & The Mega-Moment, a previous research collaboration between industry experts at ACC and public relations students at the USC Annenberg School for Communication and Journalism. Dubbed the USC Annenberg X ACC Think Tank, the directed research course is designed for PR students to explore emerging cultural and consumer trends through collaborative research, discussion and analysis.
“For decades, the medal count has been the ultimate Olympic scoreboard. But Americans are telling us that winning gold isn’t the only thing worth celebrating,” said ACC President Monica Chun, as she shared findings at today’s USC Next Level Sports Conference. “They want to connect with the host city, experience its culture and feel part of the excitement beyond the stadium. For brands, the opportunity isn’t simply to show up at LA28, but to help make those experiences possible.”
“The ongoing collaboration between ACC and USC Annenberg combines academic research and industry expertise to better understand what people want from LA28,” said Willow Bay, Dean of the USC Annenberg School for Communication and Journalism. “The Olympic and Paralympic Games will bring people together across neighborhoods, backgrounds and generations. For Los Angeles, the opportunity is not only to showcase the city, but to connect it.”
Highlights of the Study Include:
A Warm Welcome Could Be Worth More Than Gold
- 26% of Americans would feel prouder if international visitors said America made them feel welcome, compared with 19% who would feel prouder if Team USA won the most medals.
- 20% say international visitors praising their Los Angeles experience would be the headline that most signals a successful Olympics, compared with 11% for Team USA winning the most medals and 9% for economic gains.
Los Angeles Is Ready for the Spotlight, but Will Everyone Get to Experience It?
- 58% of LA adults worry the best LA28 experiences won’t be easily accessible to everyday people.
- Among US adults interested in experiencing LA28, 50% say attending free public events would make them feel part of the Games, while 41% point to public watch parties.
For Brands, Access May Be More Valuable Than Additional Experiences
- Among Americans who see a role for brands at LA28, 73% prefer brands to help make tickets, transportation and food more affordable, compared with 25% who prefer additional experiences.
- 26% of Americans prefer brands to stay out of LA28-related media altogether, while 29% selected none of the proposed roles for brands.
The Real LA Could Be the Biggest Attraction Beyond Sports
- 35% of Americans want the Games to showcase LA’s diversity, followed by everyday life (30%), food culture (29%) and neighborhoods beyond Hollywood and the beach (28%).
- 21% of Americans trust a local resident most to show what a host city is really like, compared with 7% for journalists or news organizations, 4% for celebrities, creators or influencers, and 3% for Olympic sponsors.
Why This Matters:
The findings challenge the traditional definition of Olympic success. Rather than focusing solely on medals and athletic achievement, Americans are placing greater value on how the Games bring people together and showcase the host city.
And as Los Angeles prepares to welcome the world in 2028, the opportunity for organizers, brands and local communities is to create an Olympic experience that extends beyond the competition and makes more people feel part of the Games.
The findings will be officially unveiled today, October 20, at 2:30 p.m. PT during USC Next Level Sports at the Intuit Dome, located at 3930 W Century Blvd, Inglewood, CA 90303. The session will feature Monica Chun alongside ACC Co-Founder and CEO Michael Nyman and Director of Strategy Madison Grubb, who will discuss the research findings and their implications for sports, culture, and marketing. Media interested in attending are encouraged to reach out for additional information.
Check out the full report at www.accelerationcc.com/intelligence.
All figures, unless otherwise stated, are from YouGov Plc. The research surveyed 1,049 U.S. adults and 324 Los Angeles adults through online surveys conducted October 1–2 and October 1–4, 2026, respectively. Findings based on specific respondent subsets are identified accordingly.
About Acceleration Community of Companies (ACC)
Acceleration Community of Companies (ACC) is a network of culture-driving media, marketing, and communications agencies that include Advisory, ACC’s in-house marketing consultancy; MKG, a leading creative and experiential agency; Pink Sparrow, an award-winning design and fabrication shop; renowned communications and marketing firm DKC; creative and content shop Hangar Four; Stripe Theory, a data and marketing analytics firm; Pixly, a full-service influencer marketing agency; Trailblaze, a lifestyle communications firm; Ingenuity Group, a talent consultancy; and PMK Entertainment, an entertainment public relations agency. ACC’s clients include a range of Fortune 500 brands, from Pepsi, Target, Airbnb, BMW, Meta, Google, Delta Airlines, Dolby, T-Mobile, HBO, Nike, and Netflix, among others.
About USC Annenberg School for Communication and Journalism
The Annenberg School for Communication and Journalism at the University of Southern California is an international leader in education and scholarship in the fields of communication, journalism, public diplomacy and public relations. With an enrollment of more than 2,200 students, USC Annenberg offers graduate and undergraduate degree programs that prepare the most promising minds to inquire, innovate and lead at the global crossroads of media, technology, and culture.
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