Google signs Team USA Sponsorship

Google has signed its first-ever sponsorship deal with Team USA through the Paris Games, marking a first for both Google and the USOPC. As the official search AI partner, Google will enhance NBCUniversal’s coverage with its tools and consumer products, though financial details were not disclosed.

This deal is a notable shift for U.S. Olympic and Paralympic Properties (USOPP), which usually focuses on long-term agreements. Unlike past short-term deals, like Eli Lilly’s during the Tokyo Games, Google’s agreement is specific to Paris and signals a push into tech and AI-related sponsorships.

Google’s involvement will include integrating sponsored content into NBCUniversal’s coverage, such as the “Explain the Games” feature using Google’s search AI, and immersive views of Paris venues via Google Maps. Leslie Jones will utilize Google’s Gemini AI, while five Olympians and Paralympians will use Google products for content creation.

Led by Kate Johnson, Google has heavily invested in women’s sports and continues to support organizations like the WNBA and NWSL through its sponsorships.